The quick verdict
Bottom-of-funnel Google Ads work for painters: brand searches, "[city] exterior painter", "house painters near me [zip]" all convert at $300-$600 CAC per closed job. Top-of-funnel queries ("exterior paint colors", "best paint brands") have low intent and don't pencil. Mailed paint quotes have similar CAC ($200-$400) but reach pre-intent homeowners; Google captures in-market intent. Most established painters run both.
Side-by-side
| Metric | Mailed Paint Quotes | Google Ads (bottom of funnel) |
|---|---|---|
| Audience timing | Pre-intent (creates demand) | In-market (captures demand) |
| Cost per contact | $1 per quote | $5-$12 per click |
| Conversion to deposit | 2-4% of mailings | 10-18% of clicks |
| Loaded CAC per closed job | $200-$400 | $300-$600 |
| Spring-surge effectiveness | Very high (Feb-April mailings) | High (peak search volume) |
Recommended Google Ads setup
Year-1 painter Google Ads budget: $200-$800/mo
- Brand defense ($50-$150/mo): Bid on your company name.
- High-intent local ($150-$500/mo): "[city] exterior painter", "house painters near me [zip]", "painting contractor [city]".
- HOA-specific ($50-$150/mo if you serve HOA markets): "HOA approval painter", "[HOA community name] painter".
- Skip top-of-funnel. "Exterior paint colors", "paint my house" — leave these to Sherwin-Williams.
Capture pre-intent and in-market — different channels for each.
Free account, free rendering, $1 per mailed paint quote. Money-back guarantee on your first $1,000 campaign.
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