Performance Marketing
for Home Improvement.

Minimum Spend & Market Reach

Our model requires both sufficient spend and sufficient geographic reach for the algorithm to learn effectively. We typically recommend $15,000+ per month paired with enough population density — often two or more active markets — to generate the 30–40+ leads needed for consistent optimization. When spend or reach is too limited, performance becomes inconsistent because the system does not have enough data to learn.

Creative Freedom Is Required

Our performance depends on launching, testing, and iterating creative at scale. This requires full creative freedom — we are not able to route every creative variation through approvals without slowing performance. Overly restrictive creative processes limit what makes the model work.

Closed-Loop Reporting Is Essential

Cost per lead tells only part of the story. To optimize toward real outcomes, we require backend performance data such as appointments, sales, or revenue. Automated reporting is preferred, but manual reporting is acceptable when automation is not available.

Pillar 1: Video

• UGC-style videos
• AI-generated hooks
• Infomercial-style edits
• Spokesperson videos
• Simple motion graphics

Pillar 2: Statics

• Polished design assets
• Seasonal sales offers
• "Ugly" raw ads (high attention)
• Text-based graphics
• Illustrations / Cartoons

Theme-Level Validation

We validate new creative concepts across our broader client network within your vertical. This allows us to test the underlying performance mechanism of a theme, rather than relying on isolated data.

Bespoke Execution

While the strategic theme is validated at the network level, the execution remains 100% unique. Every asset is custom-built, fully branded, and tailored to your specific voice.

Accelerated Learning

By leveraging macro-level performance data, we identify winning concepts significantly faster. Your account benefits from collective vertical insights, bypassing the costly "guesswork" phase.

Data-Driven Filtering

We analyze every client-provided zip code using household income, home value, and homeownership data. Before launch, we remove the lowest-performing ~20% of areas to reduce credit declines and protect budget efficiency from day one.

Unified Structure

All approved zip codes are consolidated into a single campaign to maximize data density and algorithmic learning. When markets have different goals, we apply bid adjustments at the DMA or state level without fragmenting performance.

Profit-Based Allocation

As performance data comes in, we analyze results by city and region using appointments and sales outcomes. Budget is systematically shifted toward the geographies where your sales team converts best.

Facebook / Meta

Our primary acquisition channel. Delivers the highest lead volume and strongest performance at scale. Creative-first strategy and algorithmic optimization perform best here.

Google

Captures high-intent demand across Search, YouTube Demand Gen, and Performance Max. Best used to complement Meta by converting active buyers already in-market.

TikTok

Selective expansion channel. Effective for specific markets and demographics, but not a primary driver of high-intent home improvement demand.

The Aggregator Model

Angie's, Modernize, Marketplaces

• Unbranded / white-label
• Shared, competitive leads
• Margin-driven pricing
• Resold data

~20%

Typically ~20% of all leads self-book their appointment online.

3-4x

Higher lead-to-sale rate on self-booked leads.

Closed-Loop Data

We pass CRM data (appointments & sales) back into Meta. This trains the account to learn and optimize for down-funnel revenue metrics.

Optimization Objective

We optimize campaigns for Appointments, not just raw leads. This trains Meta to find users with genuine intent, significantly outperforming standard lead optimization.

• Historically relied on shared leads.
• Launched exclusive, branded campaigns.
• Month 1: 15% Marketing Cost
• Month 2: 5% Marketing Cost
• Scaling while maintaining efficiency.

• Fast-growing franchise (75+ locations).
• Launched pilot location in Michigan.
• <15% Marketing Cost within first 60 days.
• Became a Preferred Partner.
• Onboarding 2–3 new locations/week.

Cost of Marketing Goal: Under 20%
Spend scaled aggressively while maintaining consistent efficiency.

Cost of Marketing Goal: Under 19%
Increased budget alongside stable CoM, enabling predictable growth.

"Their approach is both data-driven and creative... Consistently delivering high lead volumes, they also stand out for their ongoing optimization efforts, leveraging our performance data to adjust spending and align with our specific business needs."

"Working with Guru has been an absolute game-changer... instrumental in helping us build our brand and delivering leads that consistently convert into real results."

"We’ve had over 50% growth in our Social Media channel since with great ROI... easy to onboard, easy to ramp up and expand to new markets."

• Client credit card on file
• Meta bills ad spend directly
• We bill our fee once per month