What does marketing cost for an installer or renovation company?

At Northbound, Google Ads or Meta Ads management starts at €650 per month, plus a one-off setup from €650. Our packages: Start from €650, Growth from €1,250 and Scale from €2,495 per month. Exactly what you pay depends on your media budget and the number of campaigns and markets; you’ll know upfront. You pay your ad budget directly to Google or Meta. Amounts exclude VAT, and you can cancel monthly.

Why not just buy leads from a quote platform?

A lead from a quote platform often goes to several businesses at once, and you also pay for enquiries that come to nothing. With your own campaigns, the enquiry comes in only to you, on your own website, and you build something that stays yours. In busy months, a platform can be a useful extra.

What exactly does exclusivity mean?

In each area, we work for one business per trade. So we never advertise for two businesses competing for the same jobs. How big that area is depends on your trade: for a plumber, it’s their own town and surroundings; for a heat pump or bathroom specialist, often the whole region. In the account check, we first see whether your area is still available.

Do you also work for my trade?

Probably. For every new trade, we start with research: what homeowners search for, when, and what a click costs. If your trade isn’t on this page, book an account check.

Can you advertise with subsidies and grants?

Yes, but carefully. Schemes such as the ISDE (the Dutch sustainable energy subsidy) in the Netherlands and Mijn VerbouwPremie (the Flemish renovation grant) in Flanders change regularly. We only mention a grant if it applies at that moment, and we refer to the official source. That way you don’t attract enquiries with a promise you can’t keep.

How do you track signed quotes?

We connect your enquiry form to your CRM or a simple list. When a quote is signed, we send that back to Google and Meta with its value. That way Google learns which enquiries become jobs, not just who fills in a form.

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Home improvement and installation

Installation · renovation · energy upgrades

How do you get more signed quotes as an installer or renovation company?

Q: How much ad budget do I need?

Count on at least €1,000 a month, averaging €33 a day. A click on a broad search term often costs less than €3, but a click from someone looking for a roofer, an electrician or a quote costs €10 to €25. Because one signed job is quickly worth thousands of euros, we look at what a signed quote costs, not what a click costs.

By being visible when homeowners compare quotes, with a page that attracts the right projects, and by tracking every signed quote back to Google and Meta. We do that for installers and renovation companies in the Netherlands and Belgium, with one business per trade per area.

Check if your area is still available Find your trade

Written by Aziz El M’Kadmi · Reviewed by Carlo Robben · Updated on 28 October 2026

Enquiries · this weekExample

Air-to-water heat pumpAmersfoort · via Google Ads

€14,500Quote sent

Bathroom renovationMechelen · via Meta Ads

€18,900Signed

Home battery 10 kWhZwolle · via Google Ads

€6,800New

Roof insulationGhent · via Google Maps

€7,200Quote sent

Air conditioning, three roomsBreda · via ChatGPT

€4,900New

Enquiries: 14
Quote value: €126,400
Signed: 3

Quote signed, bathroomVia Meta Ads · value €18,900

In short

What does Northbound do for installers and renovation companies?

Northbound Marketing is a marketing agency for installers and renovation companies in the Netherlands and Belgium. We combine Google Ads, Meta Ads, SEO and AI SEO, and we optimise for signed quotes, not for the number of forms filled in.

For: installers and renovation companies
Optimising for: signed quotes and their value
Exclusive: one business per trade per area
Channels: Google, Meta, Maps, AI
Region: The Netherlands and Belgium
Enquiries: yours alone, never shared

Which trades

Which installers and renovation companies do we work for?

Every trade has its own searches, seasons and grants. Open your trade and see what homeowners search for, what usually delivers the most and where it often goes wrong.

Heat pumps Solar panels Home batteries EV chargers Air conditioning Heat pump water heaters

What homeowners search for

Per monthNLVL
home battery90,50022,200
solar panels60,50022,200
heat pump40,50012,100
home EV charger12,1001,900
air conditioning installation6,6002,900

What usually delivers the most

Google Ads on searches that include a price or a quote. Anyone searching for “heat pump quote” is already comparing installers.
Budget that follows the season: home batteries and heat pumps in March and April, air conditioning in June.

Where it often goes wrong in this sector

You buy leads from a quote platform and hear that three other installers have already called the same customer.
Lots of enquiries from people who only want to know how much subsidy they’ll get, and few signed quotes.
In June you can’t keep up with air conditioning enquiries, in winter it’s quiet, and the budget stays the same.

Central heating boilers Underfloor heating Ventilation Plumbers Electricians Bathroom fittings

Bathrooms Kitchens Toilets Flooring Windows and frames Full renovation

Roofers Roof insulation Cavity wall insulation Floor insulation Facade renovation Your trade?

Demand calendar

When homeowners search.

Monthly search demand in the Netherlands and Flanders. The darker, the busier. Home batteries and heat pumps peak in March and April, air conditioning in June, underfloor heating, boilers and insulation in autumn and winter. If you put your budget on the peak and scale back outside it, you get more out of the same investment.

Search term · per month · countryOctNovDecJanFebMarAprMayJunJulAugSepPeak home battery90,500 · NL per month 49.5k90.5k60.5k60.5k60.5k135.0k110.0k110.0k110.0k74.0k110.0k135.0k Mar and Sep home battery22,200 · VL per month 14.8k14.8k14.8k9.9k12.1k49.5k33.1k33.1k14.8k14.8k18.1k18.1k Mar heat pump40,500 · NL per month 40.5k49.5k33.1k49.5k40.5k60.5k60.5k49.5k40.5k49.5k27.1k49.5k Mar – Apr underfloor heating18,100 · NL per month 27.1k27.1k22.2k27.1k22.2k18.1k18.1k14.8k12.1k12.1k12.1k14.8k Oct – Jan mijn verbouwpremie (Flemish renovation grant)12,100 · VL per month 18.1k14.8k18.1k14.8k22.2k12.1k12.1k9.9k12.1k8.1k8.1k9.9k Feb cavity wall insulation8,100 · NL per month 9.9k9.9k8.1k9.9k12.1k9.9k6.6k5.4k6.6k4.4k4.4k6.6k Feb air conditioning installation6,600 · NL per month 2.9k2.4k1.9k2.9k2.4k4.4k3.6k9.9k33.1k12.1k6.6k4.4k Jun air conditioning installation2,900 · VL per month 5907204807207208808803.6k14.8k5.4k2.9k1.6k Jun boiler replacement4,400 · NL per month 6.6k5.4k4.4k5.4k4.4k4.4k3.6k3.6k2.9k2.9k3.6k4.4k Oct roofer1,900 · VL per month 1.9k1.6k1.0k1.6k1.6k5.4k1.3k1.3k1.3k8802.9k1.3k Mar

Quiet BusySource: Google Keyword Planner, the Netherlands (NL) and Flanders (VL) measured separately, October 2025 to September 2026. The busiest month is outlined.

Click price and job value

What a click costs, and what a job is worth.

A click on a broad search term like “home battery” costs less than €3. A click from someone looking for a roofer, an electrician or a quote costs €10 to €25. That’s not a problem as long as you know what a signed job brings in. That’s what we optimise for.

What a click costs per search term

Search term	Per month		Per click

Bid for a top position, low to high. Google Keyword Planner, the Netherlands and Flanders measured separately, October 2025 to September 2026. What a signed quote costs depends mainly on your landing page and your follow-up.

What can an enquiry cost?

Not every enquiry becomes a job. Enter two things.

1. What do you net on an average job?After materials, labour and overheads, before marketing.€

2. How many out of 10 enquiries become a job?

Keep an enquiry under€100

Then at most a third of your profit goes on advertising and you keep the rest. Your break-even point is €300 per enquiry: if an enquiry costs more, you make a loss.

Our services for installers

That’s how you get more signed contracts.

Everything fits together. For each business, we choose what delivers the most, and we don’t start with everything at once. Your first campaigns go live in week 1 or 2.

Google Ads

Get found when someone compares quotes for your trade. A campaign and a dedicated page for each trade.

More about Google Ads 02

Meta Ads

Show your own projects to homeowners in your area, on Facebook and Instagram.

More about Meta Ads 03

SEO and Google Maps

At the top of Google Maps, with a page per trade that answers questions about price and grants.

More about SEO 04

AI SEO

Get mentioned when someone asks ChatGPT for a reliable installer nearby.

More about AI SEO 05

Quote tracking

Tracked from enquiry to signed quote, with the value sent back to Google and Meta. That way they learn which enquiries become jobs.

More about tracking 06

Website and landing pages

A page per trade with a price indication, real projects and a short enquiry form.

More about websites

Exclusivity

One business per trade per area.

No shared leads like on a quote platform. An enquiry comes in only to you, on your own website. And we never advertise for two businesses competing for the same jobs in the same area.

Check if your area is still available

No two businesses in the same area advertising for the same trade. For a plumber or electrician, that’s their own town and surroundings; for a heat pump or bathroom specialist, often the whole region.
In the account check, we first see whether your area and trade are still available.
Your figures, search terms and ads never go to a competitor.
Your accounts stay yours, even if you stop.

Who grows your business

You speak to the people who do the work.

Aziz El M’Kadmi

Founder · Strategy and growth

Supported construction companies and showrooms in the Netherlands and Belgium on behalf of Google
Three years as Senior Account Strategist on behalf of Google
Accounts from every sector in the Netherlands and Belgium

LinkedIn profile

Carlo Robben

Google Ads, Meta Ads and tracking specialist

Strong in remarketing and reading data in Google Ads and Analytics
Five years on behalf of Google in the Google Ads team for the Benelux
Top Performer Benelux, Q2 2023