Three options. Only one actually works for your business.
The waterproofing is invisible, the herringbone is the headline, and you have to win both buyers
The renovator finds you on a Pinterest board: herringbone bathroom floor, mitred niche detail, terrazzo splashback, a feature wall in a 600x300 subway tile they screenshot from a Houzz feed. That's the visible-craft buyer. They scroll your Instagram for fifteen minutes deciding if your work has the same energy. Behind that buyer is a quieter one, the spec-aware careful homeowner who's read the Choice article on bathroom waterproofing failures and now wants to see AS3740 mentioned by name before they call. Two completely different decision criteria for the same $18,000 bathroom reno, and most tilers market to neither: the website shows a tile shop's stock image of a generic bathroom and the captions say 'transforming spaces'. So the Pinterest buyer scrolls past and the spec-aware buyer rings three tilers asking the screening question and only books the one who answers 'yes, every wet area to AS3740, certificate issued day-of, the membrane is Mapei or Davco depending on the substrate'. Meanwhile the bread-and-butter work doesn't all sit in the bathroom: kitchen splashbacks are a one-day high-margin job that comes off the interior designer's referral list, builder floor-tile work is volume at thin margins, and pool surrounds are seasonal high-margin work that needs the porcelain-slab tooling and a different ad set entirely. Four jobs sharing one ute, four customers searching for four different things.
Court the Pinterest buyer and the spec-aware buyer on the same bathroom-reno hub. The hero is the herringbone or the mitred niche shot from the angle that lands on a mood board, the next paragraph names AS3740 wet-area waterproofing, the screed-and-bedding callout, the Mapei or Davco membrane spec and the grout-colour palette by SKU. Suburb pages underneath in the renovator areas you actually work, six photos per page from finished bathrooms in that postcode, a price-band that's honest about $14k to $25k, a 'six to ten day turnaround' line. Google reviews steered to mention AS3740 by name so the careful buyer's screening search lands on you.
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 which of the four niches actually pays (bathroom reno, splashback, new-build floor, outdoor surround) instead of chasing every tiling keyword. Briefs the other agents so the suburb pages, the ads, the social grid and the tile-shop-list outreach all push toward the niches you genuinely want more of, not the ones with the loudest competition.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new suburb bathroom-reno page a five-minute job. Ships separate hub pages for each niche (bathroom, splashback, pool surround, new build), with niche-specific schema, before-and-afters from the actual job, and a quote form that asks for the right photos, to your live site in two taps.
Goes through your live site for the things that actually move tiler rankings: suburb keywords on the bathroom-reno hub, separate keyword targeting per niche so the splashback page doesn't cannibalise the bathroom one, AS3740 waterproofing called out in the page copy as a trust signal, and a Google Business Profile that lists every niche service properly. Auto-applies the low-risk fixes.
Launches separate Google Ads campaigns per niche: bathroom-reno ads in the suburbs you actually work, splashback ads with same-week-install promises for the kitchen renovator, pool-surround ads in October to ride the summer rush. Drops the broad 'tiler' bid entirely. Switches off Meta unless you specifically want pool-surround leads from homeowners (which sell well there).
Turns every finished bathroom and splashback into a post in your real accounts: a mitred-edge close-up, a level-1 trafficable waterproofing in progress, a finished pool surround in the Eastern Suburbs. Builds the trust signal that wins the careful renovator who is comparing three quotes. You upload one photo per finished job, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces customers Google before they pick a tiler: 'how much does a bathroom tiling job cost in Sydney', 'AS3740 waterproofing explained for homeowners', 'rectified vs non-rectified porcelain'. Two drafts a month, in your voice, that pull in the renovator three weeks before they put up a Hipages job.
Your first 30 days.
- Annual plan split across the four lanes (bathroom reno, kitchen splashback, new-build floor for builders, outdoor pool surround) and tilted toward whichever pays best
- Google Business Profile rebuilt with 22-item service list (bathroom tiling, splashback, pool surround, alfresco, AS3740 waterproofing, screed, porcelain slab, mosaic feature, mitred edge, more)
- Bathroom-reno suburb pages indexed across your three highest-volume areas with AS3740 trust line and a 'six to ten day turnaround' price-from band
- Splashback Google Ads live with 24-hour quote and same-week-install hook the handymen cannot offer
- Pool-surround ad set scheduled to launch in October for the summer rush, targeting the porcelain-slab and travertine outdoor crowd
- Tiling Contractor schema deployed with AS3740 waterproofing, rectified-porcelain and mitred-edge markup
- Finished-bathroom captions running every Friday with mitred-edge close-ups, waterproofing-membrane shots and niche details
- 'AS3740 waterproofing explained for homeowners' and 'Rectified vs non-rectified porcelain' explainers drafted for approval
- Approved-tilers list outreach sent to your two closest Beaumont's, Tile Cloud or Ceramica yards
The bathroom-reno cohort splits in two and you have to win both halves at once. The Pinterest buyer judges you on the herringbone shot and the mitred niche close-up before they ever read a word. The careful spec-aware homeowner judges you on whether AS3740 wet-area waterproofing is named in the H1, whether the membrane brand is mentioned, whether the screed and bedding callout is there. Pair the visible craft with the invisible trust and the screening question becomes a booking call. Lose either signal and the quote goes to the tiler who didn't.
Agencies want $3.5k a month and have never specced a Mapei membrane or set a mitre on a 600x600 rectified porcelain. DIY tools leave the bathroom-reno hub on the to-do list while you're grouting an ensuite in Glebe. In-House is the third option: for $299 a month the agents ship the bathroom-reno hub with both the visible-craft hero and the AS3740 trust line, run the splashback same-week-install ad set aimed at the kitchen renovator, launch the pool-surround porcelain-slab hub for the summer rush, and brief Beaumont's, Tile Cloud and Ceramica for the approved-tilers list. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the next $20k bathroom to the bloke with the wet saw and the Hipages subscription.