I looked at how homeowners around Bexley, Sidcup and Bexleyheath find builders for extensions and loft conversions. A-Z already shows up prominently in local results. The gap is what happens above those listings, where other builders are paying to reach homeowners first.
The supplied Google search checks found A-Z in local results, while businesses such as K&S Building appeared in paid Local Services positions. That matters because homeowners can encounter a competing builder before scrolling to the map listings.
These are illustrative summaries of the prospect research supplied on 26 October 2026, not live Google results. Search placement varies with location, device and time. A-Z was not observed in paid placements across the five reviewed queries; this does not establish whether it advertises at other times or for other searches.
A loft conversion and a minor repair shouldn't be treated as equally valuable leads. We'd concentrate on work that earns its place in the diary, then increase reach only if the margin and capacity make sense.
Start with specific searches around Bexley and neighbouring areas. The research also found an apparently uncontested paid search for “loft conversion Bexleyheath”, worth testing rather than assuming it will stay uncontested.
Target high-intent homeowners looking for rear and side extensions. Use location and search-term controls to avoid paying for broad enquiries that do not fit A-Z's project mix.
Consider Google Local Services Ads if eligible, alongside tightly managed Search. Meta and visual remarketing can showcase completed work later, if the economics justify the extra investment.
I've kept the working model simple. Replace project value, gross margin and expected project numbers with what you know about A-Z. Advertising costs and our proposed fees are taken off before showing the contribution.
Cautious local-area assumption: three new projects in 12 months. Final net figures are rounded to the nearest pound and exclude overheads and tax beyond the direct costs captured in gross margin.
The aim isn't to buy every possible lead. It's to win work worth taking on.
If enquiry quality is weak: tighten keywords, locations and qualification before increasing spend.
If projects have thinner margins: lower the acceptable acquisition cost and prioritise higher-contribution job types.
If the diary fills up: reduce or pause acquisition rather than paying to generate enquiries the team cannot serve.
If East Kent is viable: test wider coverage in stages, rather than assuming every postcode converts equally.
We work backwards from profit rather than clicks: what a project is worth, what it costs to win, and whether the economics stack up. The base fee covers the ongoing work; a smaller success fee is tied to confirmed new projects.
plus £500 for each confirmed new project won from attributable paid activity.
Media spend is separate and paid to advertising platforms. Project attribution and fee triggers would be agreed before launch.
Agency capability. Direct specialist relationship.I personally handle the marketing science, strategy and account.
Talk through the analysisI'd be interested to understand which types of projects you most want to win, the margins you protect, and how far across Kent you'd realistically be happy to work. That would tell us whether the opportunity is worth pursuing at all.