For pergola builders

Win the Vergola louvre upsell before the customer rings Stratco.

In-House is your AI marketing team. It actually splits merbau timber from Stratco Cooldek and Vergola louvre on every quote page, lifts you off the $6k Bunnings kit enquiries onto $20k aluminium-louvre installs, and pulls council CDC-exempt-under-20m² and DA-over-20m² rules onto the same enquiry form so the customer arrives sorted on paperwork.

No charge for 7 days Cancel in two taps Live in 9 minutes

Three options. Only one actually works for your business.

Agency

$2,500 to $4,000 / mo

Slow. Expensive. Removed from your business.

You get a brochure site with a stock pergola hero, twelve generic Facebook posts about 'outdoor living', and a contact who has never priced a Vergola motorised louvre install. Meanwhile Stratco and Outback Pergola dominate the 'kit pergola [suburb]' search, and the customer with a $20k aluminium-louvre budget never finds your page because nothing on it says Vergola or Stratco Cooldek.

DIY tools

$80 to $180 / mo + your evenings

Cheap, but it just hands you a dashboard.

Squarespace, hipages, a Facebook page, an Instagram you mean to post on. Cheap, but the merbau-vs-aluminium comparison page never gets written, the gable-vs-skillion-vs-flat-roof explainer stays in drafts, and the under-20m² CDC-exempt guide that would close 30 percent of enquiries faster never sees the light. You pay hipages 40 percent of every lead and the kit-pergola crowd still outranks you.

ACTUALLY DOES IT

In-House

$299 / mo flat

Cheap, and it actually does the work.

The AI marketing team writes the captions, ships a page for every pergola type you actually build (merbau timber, Stratco Cooldek, Vergola louvre, Stratco Pavillion, gable-roof, skillion-roof, free-standing, attached), runs Google Ads on the high-value louvre searches, and posts every finished install. You upload three photos from site, approve the week, get back to framing.

Timber, Cooldek and Vergola are three different jobs and one page can't sell all three

The reality

Pergola building is three product categories pretending to be one on every website. There's the timber pergola (merbau, spotted gum, blackbutt) built from scratch with a treated-pine subframe, a $6k-$15k price point and a customer who cares about Class N1 + N2 wind rating. There's the Colorbond aluminium pergola (Stratco Cooldek, Stratco Pavillion, Outback Pergola, Spanbilt kit) which is a manufacturer-spec install at $12k-$25k. And there's the aluminium-slat louvre pergola (Vergola, Stratco Pavillion motorised) which is a $20k-$45k premium install with motors, sensors and integrated LED strip. Each one books a different customer through a different search. Worse: the council rules split at exactly 20m². Under 20m² is often CDC-exempt complying development, over 20m² needs a full DA. The customer asking about a 24m² pergola needs to know that on minute one or they walk back to the kit-pergola installer who doesn't tell them either.

What good looks like

Good pergola-builder marketing is three things kept separate: a pergola-type page library that splits merbau and spotted gum timber from Colorbond Cooldek and Stratco Pavillion aluminium from Vergola motorised louvre, each with photo galleries from your last six jobs in that type and a price-from band ($6k-$12k for small timber, $12k-$25k for Cooldek, $20k-$45k for Vergola louvre); a council-area ad set with separate ad groups per pergola type so the Vergola searches (which carry a $15k margin) get a higher bid than the kit-Cooldek searches (where Stratco eats the click); and a Google Business Profile loaded with finished-pergola photos categorised by build type, with NSW Fair Trading licence, Class N1 + N2 wind rating capability, BAL-12.5 + BAL-19 bushfire-zone compliance where required, and a Vergola or Stratco Pavillion install partner mark called out plainly. Get this right and the homeowner with a $20k louvre-pergola budget sees you before they see Stratco.

Timber, Cooldek and Vergola are three different searches

The customer searching 'merbau pergola Sydney' is not the customer searching 'Vergola louvre pergola'. One generic page loses both. The fix is one page per pergola type, with the wind rating, the polycarbonate-vs-insulated-panel choice, and the motor brand the customer is comparing on.

Stratco and Outback own the kit-pergola search

National kit-pergola sites dominate the broad 'pergola [suburb]' search. The fix is a sharper page on Stratco Cooldek install with your build photos, and a comparison page that walks the customer up to a Vergola motorised louvre install at twice the margin.

Council rules split at 20m² and nobody tells the customer

Under 20m² is often CDC-exempt. Over 20m² needs a full DA, which adds six to twelve weeks. The customer asking about a 24m² pergola needs to know on minute one or they walk to whoever quoted faster.

Real work. Not a slide deck.

In-House publishes to your real accounts and your live site. Here is what a pergola building business sees in the first weeks, in the actual format it lands in.

Web Agent

Live · yourbusiness.com.au/vergola-louvre-pergola/northern-beaches

yourbusiness.com.au/vergola-louvre-pergola/northern-beaches

New pergola-type and suburb page: 'Vergola louvre pergola Northern Beaches' H1, eight photos from recent Mosman, Manly and Avalon installs, a 'motorised aluminium-slat roof, rain sensor, integrated LED strip' headline, a price-from band ($22k-$45k supply and install), the Class N2 wind rating callout for coastal exposure, the cyclone-rated upgrade path for BAL-12.5 zones, and a CDC-or-DA explainer based on whether the install is under or over 20m². Indexed in 48 hours, ranking page 1 for 'vergola louvre pergola northern beaches' inside three weeks.

One page per pergola type, per suburb cluster

Advertising Agent

Live · Google Ads · Vergola louvre upsell campaign

Ad · yourbusiness.com.au

Vergola Motorised Pergola · Northern Beaches

The aluminium-louvre roof that opens to the sky on a sunny day and closes on the rain sensor before the boards get wet. Integrated LED, 25-year warranty, Class N2 wind rating. From $22k. Authorised Vergola installer, NSW Fair Trading licence 245678. Free site visit.

Vergola ad set runs separate from the Cooldek and timber ad sets

SEO Agent

Auto-applied · approval rules

Google Business Profile rebuilt around pergola types

 Services list expanded from 4 → 18 (merbau timber pergola, spotted gum timber pergola, Stratco Cooldek install, Stratco Pavillion install, Outback Pergola install, Spanbilt kit pergola, Vergola motorised louvre, gable-roof pergola, skillion-roof pergola, flat-roof pergola, free-standing pergola, attached pergola, polycarbonate roof upgrade, Solarspan insulated panel, LED strip integration, box gutter + downpipe install, +2 more), primary category corrected from 'General Contractor' → 'Pergola Builder', NSW Fair Trading licence number and Vergola authorised-installer mark added to the business description. 

Live in your profile within the hour

Your direct line

Email Sam from the install. The Vergola jobs start ringing.

Sam is your AI Account Lead. Email Sam three photos from the pergola you just installed, a pergola type you want to push (Stratco Pavillion, motorised louvre), a deck builder you want chased for combined-build referrals, a quote on a 30m² Vergola you want help with. Sam briefs the agents, drafts land in your inbox by morning, two taps to approve.

Photos from a finished install A new suburb the enquiries are coming from A pergola type to push harder (Vergola, Pavillion) A deck builder to chase for combined-build referrals A bad review you need a hand replying to

Mail

From you@yourbusiness.com.au · To sam.walker@use-ih.com

Want to push Vergola motorised louvres on the Northern Beaches

Hey Sam, finished a 28m² Vergola in Mosman yesterday, $34k all-in. Three photos uploaded. Northern Beaches has more Vergola enquiries than I can take, mostly waterfront houses. Worth a dedicated suburb-cluster page and an aggressive ad set?

Sam Walker · Account Lead

sam.walker@use-ih.com

Replied

On it. Web Agent will ship a 'Vergola louvre pergola, Northern Beaches' suburb-cluster hub page tonight covering Mosman, Manly, Avalon and Newport, with the Mosman photo as the hero, a Class N2 wind rating callout for coastal exposure, and a 'rain sensor, motorised, integrated LED, 25-year warranty' capability strip. Advertising Agent will spin up a Northern Beaches Vergola ad set at $20k+ build-size CPC with waterfront audience targeting. Content Agent will draft a 'Vergola vs Stratco Pavillion: which motorised roof is right for a coastal Sydney pergola' explainer this fortnight. Drafts in your inbox by 9am.

Preview the Vergola hub draft

$299 / mo

Flat. No tiers, no markup.

9 min

From sign-up to live marketing.

60+

Pieces of content a month.

Contracts. Cancel any time.

Six agents, working in your accounts.

Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.

Account Lead

Builds your annual plan around the pergola type and margin band you actually want more of (Vergola motorised louvre at $20k-$45k for margin, Stratco Cooldek at $12k-$25k at volume, merbau timber at $6k-$15k as the entry lane). If Vergola installs fund the apprentices, the suburb pages, the ads and the social grid all tilt toward that. Briefs the other agents so the kit-pergola enquiry comes through a comparison page that walks the customer up to motorised louvre, not a generic 'we build pergolas' homepage.

Answers: stratco and outback own the kit-pergola search

Web Agent

Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new pergola-type page a five-minute job. Ships separate hub pages for the pergola types you actually do (merbau timber, Stratco Cooldek, Vergola louvre, Stratco Pavillion, gable, skillion, flat-roof, free-standing, attached), each with a real photo gallery from your phone, a price-from band, a Class N1 + N2 wind rating callout, and a council-CDC-or-DA explainer that splits at the 20m² cliff.

Answers: timber, cooldek and vergola are three different searches

SEO Agent

Goes through your live site for the things that actually move pergola-builder rankings: suburb keywords on the pergola-type hub, separate keyword targeting per type so the Vergola page doesn't cannibalise the Cooldek page, NSW Fair Trading licence on every trust strip, Class N1 + N2 wind rating and BAL-12.5 + BAL-19 bushfire-zone compliance markup where relevant, and a Google Business Profile that lists every pergola type and authorised-installer partnership properly. Auto-applies the low-risk fixes.

Answers: timber, cooldek and vergola are three different searches

Advertising Agent

Launches separate Google Ads campaigns per pergola type: Vergola motorised louvre ads at the highest CPC (because the margin is there), Stratco Cooldek install ads at a calibrated CPC where it makes sense, timber pergola ads as the entry lane. Drops the broad 'pergola builder [city]' bid entirely (Stratco eats it). Drives the click to a pergola-type hub page, not the home page. Pauses ad spend when the diary is booked six weeks out.

Answers: stratco and outback own the kit-pergola search

Social Media Agent

Turns every finished install into a post in your real accounts: a 28m² Vergola motorised louvre in Mosman, a 22m² Stratco Cooldek in Castle Hill, a 16m² merbau timber pergola in Marrickville with a polycarbonate roof. Builds the proof grid that lets the $20k-Vergola customer pick you without ringing three other quotes. You upload three photos per install, the agent drafts in your voice, you approve.

Answers: council rules split at 20m² and nobody tells the customer

Content Agent

Drafts the long-form pieces customers Google before they ring: 'merbau timber vs Vergola louvre pergola: what you actually get for the extra $15k', 'do I need council approval for a pergola in NSW under 20m²', 'Stratco Cooldek vs Vergola: which roof is right for my pergola', 'how much does a motorised louvre pergola cost in Sydney 2026'. Two drafts a month, in your voice, that pull the customer to your site weeks before they ring Stratco.

Live in your accounts, fast.

The heavy lifting comes off your plate the day you sign up. Here is what you see by the end of week one.

Google Business Profile primary category corrected from 'General Contractor' to 'Pergola Builder' with Carpenter and Carport Builder as secondary categories by day 3.
Service list rebuilt around the work that pays (merbau, spotted gum and blackbutt timber pergola, Stratco Cooldek install, Stratco Pavillion install, Outback Pergola install, Spanbilt kit, Vergola motorised louvre, polycarbonate and Solarspan insulated panel upgrade, LED strip integration) by day 4.
NSW Fair Trading licence number, HBCF insurance and Vergola or Stratco authorised-installer mark pulled into every trust strip and quote-form footer by day 5.
Pergola-type-and-suburb pages indexed across your three core postcodes with price-from bands per type ($6k-$15k merbau through to $20k-$45k Vergola) by day 7.
Vergola motorised louvre Google Ads live with a 'motorised roof, rain sensor, 25-year warranty' angle at a higher CPC than Cooldek ads by day 10.
Pergola Builder schema deployed with type, wind-rating (Class N1, N2), bushfire-zone (BAL-12.5, BAL-19) and CDC-under-20m² markup by day 11.
Council-CDC-or-DA explainer that splits at the 20m² cliff pulled onto every suburb page by day 12.
'Merbau timber vs Vergola louvre' comparison guide and 'Do I need council approval for a pergola in NSW?' explainer drafted in your inbox by day 14.

See pricing No charge for 7 days Cancel in two taps Live in 9 minutes

Your first 30 days.

Annual plan tilted to the type and margin band that pays (Vergola motorised louvre $20k-$45k, Stratco Cooldek install $12k-$25k, merbau timber $6k-$15k at volume) delivered by Sam
Google Business Profile flipped from 'General Contractor' to 'Pergola Builder' with 18-item service list (merbau, spotted gum, blackbutt timber, Cooldek, Pavillion, Outback, Spanbilt, Vergola, gable, skillion, flat-roof, free-standing, attached, polycarbonate, Solarspan, LED, box gutter, downpipe)
NSW Fair Trading licence number, HBCF insurance and Vergola or Stratco authorised-installer mark wired into every page footer and ad copy
Pergola-type-and-suburb pages indexed in your three core postcodes, ranking for the merbau, Cooldek, Vergola, gable and skillion searches
Vergola Google Ads live at the highest CPC, Cooldek ads at a calibrated mid CPC, timber pergola ads at the entry CPC, broad 'pergola builder' kit-installer queries excluded
Pergola Builder schema deployed with type, wind-rating, bushfire-zone and CDC-under-20m² markup
Saturday-morning install caption library running with pergola type, suburb and motor or roof material embedded in every post
'Merbau timber vs Vergola louvre' comparison guide and 'Stratco Cooldek vs Vergola roof' guide drafted for approval
Outreach drafted to two local landscape architects and a deck builder who need a reliable pergola partner for combined deck-and-pergola work

The bottom line

Pergola builders lose the $20k Vergola louvre jobs not because the work is worse, but because every page on the site says 'we build pergolas' instead of separating merbau from Cooldek from Vergola motorised louvre. The customer with the big budget can't tell from the homepage whether you've ever installed a 30m² motorised aluminium-slat roof in their suburb, so they ring two other quotes and one of them gets the job. The fix is one type page per type, one ad set per margin band, and a Google Business Profile that proves the work is real, NSW Fair Trading licensed, and finished weekly.

Agencies are too dear to ship the type-page library and the per-margin-band ad set for $3.5k a month. DIY tools are cheap but the merbau-vs-Vergola comparison page sits in drafts and the under-20m² CDC explainer never lands. In-House is the third option: for $299 a month the agents ship the type pages, launch the Vergola upsell ads, post every install, and rebuild your Google Business Profile around the work that actually pays. You stay in the driver's seat, two taps to approve, minutes a day. Stop quoting Cooldek when the same customer would have bought a Vergola.

See everything In-House does

No charge for 7 days Cancel in two taps Live in 9 minutes

Frequently asked.

We do mostly timber pergolas, not Vergola or Cooldek. Is this still right for us?

Yes, and timber pergolas are an easier search to dominate because the kit-installer national budget is mostly aimed at the aluminium queries. Onboarding asks you which work pays the bills; Account Lead briefs the other agents accordingly. Suburb pages tilt toward 'merbau pergola [suburb]' and 'spotted gum pergola [council]', ads target the same queries at a calibrated CPC, social posts feature the timber-with-polycarbonate-roof combinations that sell themselves on Instagram. The Vergola positioning gets dropped if you don't install them.

We are authorised Vergola or Stratco installers. Does that get used?

Yes, prominently. The Vergola authorised installer mark, the Stratco Cooldek partner mark, the Outback Pergola dealer status, and the NSW Fair Trading licence number all go on the trust strip on every page and in the ad copy where there's room. These are the signals that separate you from the unlicensed mob who'll install a pergola without flashing the eave properly. Sam asks for your current partner marks in onboarding and the agents wire them through every page.

Most of our jobs are over 20m² and need a full DA. Does the marketing handle the paperwork lead-in?

Yes, the CDC-or-DA explainer is built into every enquiry form and quote page so the customer is forewarned on minute one. The Content Agent drafts a council-by-council DA explainer (which councils run CDC complying development for sub-20m², which need full DA over 20m², which have heritage-overlay quirks) and the Web Agent surfaces the timeline on every suburb page. Customers stop ringing back in shock at week three because the paperwork was on the first page they read.

I'm on site all day. How does approving the week actually work?

Two taps on your phone, usually in the ute on the way home or at the kitchen table after dinner. You see what the agents drafted (a type-and-suburb page, four social posts of last week's installs, two ad changes), tap approve or tweak, done. The whole week's queue is about ten minutes. Anything urgent (an ad pause, a bad review) pings a notification.

I tried Google Ads on 'pergola builder [city]' and got rinsed by Stratco.

That's because 'pergola builder [city]' bids you against every kit-pergola reseller in the country for queries that mostly aren't ready-to-build. The Advertising Agent runs separate ad groups per pergola type per suburb, with the Vergola motorised louvre ad set at the highest bid (because the margin's worth it), the Cooldek ads at a calibrated CPC, and the broad kit-pergola queries excluded as negatives. CPC is calibrated to the margin on the job, not the search volume.

Can I cancel if it isn't working?

Two taps, any time, no exit fees and no notice period. You keep your imported site, your type pages, the Google Business Profile work, and the social grid. There is no $3.5k-a-month agency lock-in and there is no six-month minimum.