What Makes a Great Home Improvement Ad?

At TheHomeMag, our talented graphic designers specialize in turning your business message into a lead-generating ad that homeowners can’t ignore. They don’t just “make it look good”…they strategically apply proven design principles to capture attention, build trust, and drive calls. Most importantly, they’ll work directly with you, the home improvement professional, to craft the perfect ad that reflects your business and delivers real results.

9 Key Elements Every Home Improvement Pro Should Know

Here are a few guidelines that we follow to create the best ad possible:

1. Headline: Solve a Problem or Fulfill a Desire

Your headline is the hook that grabs attention. Speak directly to homeowners by solving a common problem (“Never worry about cracked driveways again!”) or promising a desired outcome (“Turn your backyard into the perfect retreat”).

2. Subheading: Support the Headline

A great subheading reinforces your headline and connects emotionally with the reader. Think of it as the bridge between their interest and your solution.

3. Hook: Why You?

Every ad is unique, and every business has their own unique story! Maybe it’s decades of experience, a family owned business, or exclusive materials. Make sure your ad explains why homeowners should choose you over competitors.

4. Advantages: Show the Benefits

Homeowners want to know what they’ll get. Use bullet points to highlight the advantages of working with you - beautiful results, less stress, guaranteed quality. Keep it simple, clear, and compelling.

5. Primary Image: The First Impression, pull the reader in with a compelling image.

Your primary image is the first thing readers notice. Invest in a high quality photo that showcases your best work or reflects the benefit of your service. Poor photos can cheapen even the best business, while great photos build trust immediately. Worksites photos are often unfinished, unpolished images. The reader wants to imagine what their kitchen, back yard, etc could look like.  

6. Secondary Images: Add Support

If your services require more explanation, a few secondary images can help reinforce your message. Just be sure they don’t clutter the ad - each one should serve a purpose.

7. Company Logo: Recognition Matters

Your logo isn’t just a design, it’s your business identity. Make sure it’s clear, high-resolution, and consistent with your branding so homeowners instantly recognize you.

8. Call to Action: Create Urgency

The best ads don’t just inform, they motivate. Use offers, deadlines, or guarantees to encourage readers to call today instead of tomorrow. A clear “Call Us Today” message works wonders.

9. Call Tracking: Measure Success

Tracking calls generated by your ad helps you understand what’s working. With data, you can fine-tune your messaging, adjust offers, and ultimately close more deals.

Bonus: Don’t Forget Your Digital Presence

Even the best ad can fall flat if a homeowner goes online and finds outdated information. Make sure your website is professional, mobile-friendly, and easy to navigate. Pair this with strong photos, both in your ads and online, to present a consistent, trustworthy image that homeowners can rely on.

Final Takeaway

By focusing on these 9 elements, investing in high-quality photos, and ensuring your website backs up your ad’s promise, you’ll not only capture attention but also turn homeowners into customers.

At TheHomeMag, our designers work closely with you to create your perfect ad - one that reflects your unique business and delivers results you can count on.

Your next big client starts with the right ad. Connect with one of our marketing coaches today to learn how we can design, place, and track your next high-performing ad.

👉 Email NorCalMarketing@THMmedia.com, fill out this quick form or call (866) 934-6115 to get started!