Winter Marketing Hacks for Kitchen and Bathroom Remodelers

By Dipa Gandhi

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Winter months can be a challenging time for kitchen and bathroom remodeling contractors. Homeowners often delay renovation projects, prioritizing holiday spending and waiting for spring. However, the slower season doesn’t have to mean idle time for your business. By leveraging Local Services Ads (LSA) and Google Ads strategically, you can keep your phones ringing and projects lined up.

The Winter Slump: A Common Challenge

The winter slowdown is a reality for many remodeling businesses. Homeowners typically focus on end-of-year expenses, making major renovations seem like a lower priority. Yet, this doesn’t mean demand disappears—it shifts. People still want to upgrade their kitchens and bathrooms, especially after hosting family gatherings that highlight outdated spaces.

Why Visibility Drops in Winter

Fewer Searches: Seasonal changes often lead to fewer Google searches for remodeling services.
Competition Remains: Many contractors still advertise, but without a tailored strategy, your ads can get lost in the shuffle.
Budget Constraints: Homeowners perceive remodeling as a spring or summer activity, affecting their willingness to commit.

Shifting Strategies for Cold Weather Success

To combat these challenges, businesses need to adapt their marketing approach. That’s where LSAs and Google Ads come in. These tools not only increase visibility but also provide a direct path to highly motivated leads.

Local Services Ads: Your Winter Lifeline

Local Services Ads prioritize top-performing businesses in search results, showcasing your services to potential customers actively searching for kitchen or bathroom remodeling contractors.

Key Advantages of LSAs:

Pay-Per-Lead Model: You only pay for qualified leads, maximizing your budget.
Trust Indicators: LSAs display your Google reviews, helping build immediate credibility.
Visibility Boost: LSAs are prominently placed above traditional search ads and organic results.

Winter Optimization Tips for LSAs:

Enable Messaging: Activate the “Message leads” feature to connect with potential clients via text and email.
Showcase Seasonal Offers: Highlight winter discounts or promotions in your profile.
Prioritize Reviews: Encourage satisfied customers to leave Google reviews, which feed into your LSA ranking.

Google Ads: Targeting the Right Audience

While LSAs help capture immediate leads, Google Ads allow you to cast a wider net and target specific audiences. By focusing on winter-specific campaigns, you can drive interest even during the slow season.

Effective Google Ads Strategies:

Geo-Targeting: Focus on neighborhoods with higher-income households that may prioritize remodeling despite seasonal trends.
Seasonal Keywords: Use terms like “winter remodeling deals” or “end-of-year kitchen upgrades” to attract motivated buyers.
Remarketing Campaigns: Retarget users who previously visited your website but didn’t convert.
Ad Scheduling: Run ads during peak search times to maximize visibility.

Success Story: Turning Challenges into Opportunities

A small kitchen and bathroom remodeling business in Denver, CO, faced declining inquiries during the winter months. By combining LSAs and Google Ads, they achieved impressive results:

Increased leads by 40% within three months.
Reduced cost-per-lead by 25% by focusing on LSAs with strong reviews.
Boosted website traffic by 30% through geo-targeted Google Ads.

This business also implemented a winter special—a free design consultation—to entice homeowners. The result? A fully booked schedule through February.

The Winter Opportunity

The slower winter months don’t have to stall your business. By leveraging the power of LSAs and Google Ads, you can stay top of mind, attract ready-to-hire homeowners, and set yourself apart from the competition. Don’t let winter become a downtime—turn it into a season of growth.

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