Three options. Only one actually works for your business.
Two completely different markets, one set of search results, none of them yours
Insulation work splits into two markets that don't talk to each other. There's the new-build job, where BASIX (in NSW) and BCA Section J compliance force the builder to spec insulation, the homeowner has no say, and your customer is whichever site supervisor needs an installer who can be on the job in three days. And there's the retrofit market, where the homeowner has finally had enough of a $700 winter heating bill and Googles 'home insulation cost' on a Sunday night, ends up on a rebate-aggregator clip-the-ticket site that sells the lead to whoever pays $80 for it, and the actual installer ends up doing the job for the aggregator's flat rate (which is half what a direct quote would have paid). The structural problem for the real insulation installer is that the rebate-aggregators have eaten the retrofit search, the warehouse-ad chains have eaten the new-build builder phone book, and a Cert III licensed installer with proper Earthwool, Tontine, FBS or Bradford Gold bulk plus Astrofoil or Aircell reflective plus Icynene or Demilec spray-foam range, full ICANZ membership and a BASIX certificate workflow has no marketing telling either customer who they actually are.
Good insulation-installer marketing is three things, in this order: a service-page library that splits the trade by application (a ceiling retrofit page per suburb, plus dedicated pages for wall, underfloor, acoustic, sub-floor, roof blanket, BASIX new-build, BCA Section J commercial, and spray-foam) so the homeowner and the builder both land on the right page, with your bulk brand range (Earthwool, Tontine, FBS, Bradford Gold, Knauf), reflective range (Astrofoil, Aircell, AirFlex) and spray-foam range (Icynene, Demilec, BASF) called out per application; a Google Ads structure with separate ad groups for the retrofit market ($2K-$8K ceiling, $8K-$25K full home) at the higher direct-quote CPC, the BASIX new-build market aimed at builder PMs, and the spray-foam specialty work at a higher CPC because the search volume is small but the margin is unmatched, each driving to a landing page with R-values translated into dollar savings (NSW Energy Savings Scheme and VEU rebate workflow called out where applicable), ICANZ membership in the trust strip, and a quote form that asks the right questions; and a Google Business Profile loaded with roof-void install photos categorised by R-value and brand, BASIX-and-NatHERS compliance language in the description, and twenty-plus reviews mentioning specific install types. Get this right and the rebate aggregator stops clipping 30% off your retrofit margin.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the work that pays (direct-quote retrofit ceiling and full-home jobs, BASIX new-build builder relationships, spray-foam specialty) instead of running on rebate-aggregator clip rates. Briefs the other agents so the suburb pages, the retrofit and new-build ad groups, the social cadence and the builder outreach all push toward direct enquiries, not the $80-a-lead aggregator pipeline.
Imports your existing site so you stop paying for hosting plus a CMS subscription. Ships separate pages per application (ceiling retrofit, wall, underfloor, acoustic, sub-floor, roof blanket, BASIX new-build, BCA Section J commercial, spray-foam) with the suburbs you cover under each, the right brand range called out per application (Earthwool / Tontine / FBS / Bradford Gold / Knauf bulk, Astrofoil / Aircell / AirFlex reflective, Icynene / Demilec / BASF spray-foam), R-value translated into dollar savings, and a quote form that asks the right questions (build year, manhole access, R-value target, rebate eligibility).
Goes through your live site for the things that actually move insulation-installer rankings: Insulation Contractor schema (not generic Contractor), BASIX / NatHERS / BCA Section J compliance language on every page, ICANZ membership and rebate-registered attribute on every trust strip, internal links from suburbs into the right application page (older brick suburbs into the ceiling retrofit page, new-build estates into the BASIX page), and a Google Business Profile with every brand and R-value attribute ticked. Auto-applies the low-risk fixes.
Runs separate Google Ads campaigns per market: retrofit ceiling ($2K-$8K) and full-home ($8K-$25K) on direct-quote queries, BASIX new-build aimed at builder PMs with site-supervisor-friendly landing pages, and a high-margin spray-foam ad group at a higher CPC for the cathedral-ceiling and acoustic-wall work. Drops the broad 'home insulation [city]' bid entirely (mostly aggregator-bait). Switches Meta on for the visual rebate-eligible work where the before-and-after-bill story sells the quote.
Turns every install into a post in your real accounts: an R5.0 Earthwool retrofit in a 1970s Parramatta brick veneer, a Knauf wall-batt pre-plaster in a new-build estate, an Icynene cathedral-ceiling spray-foam in a Newtown warehouse conversion, an Astrofoil reflective install under a Colorbond roof in a North Shore renovation. Builds the roof-void-photo credibility that wins the homeowner choosing between you and a rebate-aggregator landing page. You upload one photo per install, the agent drafts in your voice, you approve.
Drafts the long-form pieces homeowners and builders Google before they ring an installer: 'what R-value do I need for a Sydney ceiling', 'how much does ceiling insulation cost in Melbourne', 'BASIX-compliant insulation for a new build, what your builder should be spec-ing', 'spray-foam vs bulk batts vs reflective, which is right for my job'. Two drafts a month, in your voice, that pull the researching homeowner and the BASIX-spec builder weeks before quote-day.
Your first 30 days.
- Annual plan tilted to direct-quote retrofit and BASIX builder-direct work plus spray-foam specialty, instead of rebate-aggregator clip rates
- Google Business Profile flipped from 'Contractor' to 'Insulation Contractor' with Soundproofing Service and Construction Company as secondary categories
- ICANZ membership, NSW Energy Savings Scheme rebate workflow, VEU registration and BASIX-compliant workflow wired into every page footer and ad copy
- Service pages indexed across your three core areas for ceiling retrofit, wall, underfloor, acoustic, sub-floor, roof blanket, BASIX new-build, BCA Section J commercial and spray-foam
- Google Ads live on '[suburb] ceiling insulation', '[suburb] underfloor', 'BASIX insulation [region]', 'acoustic insulation [suburb]' and 'Icynene spray foam [suburb]', driving to application-specific pages with R-values translated into dollar savings
- Spray-foam ad group running separately at a higher CPC for the high-margin Icynene and Demilec cathedral-ceiling and acoustic-wall work
- Insulation Contractor schema deployed with R-value, BASIX-compliance, rebate-eligibility and brand-range markup
- Roof-void install caption library running with the Earthwool retrofits, Knauf BASIX pre-plaster, Icynene cathedral ceilings and Astrofoil reflective installs from your phone
- 'What R-value do I need for a [your city] ceiling?' and 'BASIX-compliant insulation for a new build, what your builder should be spec-ing' explainers drafted for approval
- Outreach drafted to two new-build estate builders and two architects in your patch about the BASIX workflow and the spray-foam niche
Insulation installers lose the high-margin work not because the install is worse, but because the search results put an ICANZ-member installer with full Earthwool, Tontine, FBS, Bradford Gold, Knauf, Astrofoil and Icynene range, BASIX certificate workflow and a proper rebate registration next to a rebate-aggregator landing page that clips 30% and a warehouse-ad chain that sells one R-value, and the homeowner cannot tell them apart. The fix is a service-page library that translates R-values into dollar savings, ad groups split between retrofit and BASIX new-build and spray-foam specialty, and a Google Business Profile that proves the rebate is registered and the BASIX certificate is on the desk.
Agencies are too dear to actually run the brand-by-brand application page library and the spray-foam ad group for $3.5k a month. Tools are cheap but you write the R-value explainer between roof-void crawls and the rebate aggregator keeps clipping the margin. In-House is the third option: for $299 a month the agents ship the pages, launch the retrofit and BASIX and spray-foam ad groups, post the install photos, and keep your Google Business Profile beating the rebate-clipper sites. Two taps to approve, minutes a day. Stop running on aggregator flat rates.