Worker fitting insulation batts between wall studs

Insulation and spray foam contractors

Two states get Local Services Ads. The other 48 get Google Ads.

Google lists Home insulation as a Local Services Ads category with a label almost no other home service trade carries: California and Florida only. An insulation contractor in those two states has a pay-per-lead channel with a verification badge. One in Ohio does not, and an agency selling it one has not read the list. This page is built for both. It is also built on the fact that spray foam is where the keyword data says the margin is.

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$445 to $995 a month, published Month to month, no setup fee The ad account stays in your name

Sound familiar?

What insulation contractors tell us on the first call

Insulation owners usually call after a pitch that did not add up. These are the four things we hear, and what was actually behind each one.

An agency in another state sold me Local Services Ads. Google rejected the application.

Home insulation carries the restriction on Google's own list: California and Florida only. Outside those two states there is no category to be verified in. The agency did not read the list. Your paid search there is Google Ads, and the page says so.

The ads promised 30 percent off energy bills and I cannot back that up to a homeowner.

Nor can the agency, which is why we do not print a savings percentage on this page. An ad that carries a number should be able to show where it came from. The honest ad states the line, the method and a range, and the ENERGY STAR reader already knows what to ask for.

Every click was R-value charts and batts for sale at the hardware store.

Product shopping. R-value, rolls, kits and how-to videos click and do not book, and they go on the negative list before launch. The account is built on the lines you install: attic, spray foam, air sealing, crawl space, removal.

Spray foam is my best job and the ads sent me blown-in attic calls at a third of the ticket.

One budget funds the cheaper click, and attic blown-in is cheaper. Spray foam is the one line where lead sellers bid at HIGH competition, which says where the margin is. It gets its own campaign, its own page and a bid the attic campaign never touches.

Two states

Where you are decides which channels you have

Google publishes the categories eligible for US Local Services Ads. Home insulation is on the list with the label "California and Florida only", one of exactly seven categories carrying that restriction. We read it on 4 October 2026. So an insulation contractor in Tampa or Fresno can be verified, carry the Google Verified badge and pay per lead above the map pack. One in any other state runs Google Ads for this work. A Local Services Ads pitch there is a sign the agency has not checked.

This page prices both. The $445 Local Services Ads tier applies in the two states. Everywhere else the account is the $695 Google Ads tier, and the structure below is the same either way.

California and FloridaBoth channels

Local Services Ads for the generic insulation searcher, Google Ads for spray foam, air sealing and the specific lines. $995 for both, $445 for Local Services Ads alone.

The other 48 statesGoogle Ads

Campaigns by line, the attic and spray foam first, with a page per line and the estimate as the conversion. From $695 a month.

If the restriction changesThis page changes with it

Google adds and moves categories. We read the list on the day we build and when we update, and we will not sell you a channel you cannot use.

Where the margin is

Spray foam is the top term in the data, and the lead sellers know it

Pull insulation marketing terms from Keyword Planner and spray foam leads is the top entry, at HIGH competition and $10 to $34 a click. Nobody is bidding like that on batt insulation leads. The sellers have worked out which line carries the ticket. An insulation account should be built the same way: spray foam as its own campaign with its own page, the attic as the volume line, air sealing paired with it the way the ENERGY STAR guidance pairs them, and crawl space and removal as the smaller lines.

The ENERGY STAR seal and insulate page tells homeowners to choose and prioritise projects, then either do them or "link to qualified professionals who can help". The homeowner who reaches your ad from that page has already been told what to ask for.

Worker in a respirator and suit spraying a wall during a renovation — The sprayed line is the one lead sellers bid hardest on. It gets its own campaign and its own page.

Spray foam on its own campaign and page

Searched by name, priced like a real contract, and the line the lead sellers are already bidding on.

Attic plus air sealing as one offer

The guidance pairs them. So should the ad, with a stated range for the pair.

Negatives for R-value, batts and DIY

Product shopping, rolls, kits and how-to videos click and do not book.

Removal as the door

Rodents, water, old material. Urgent, searched by the problem, and the first contact before the replacement.

Count estimates, not calls

An insulation call is often a per-square-foot question. The estimate on the calendar is the number.

The channels, by state

Which channels an insulation contractor actually has, and what each one sells

No insulation cost per lead is published anywhere we trust, so there is no lead price in this table. There is the thing most insulation marketing plans get wrong: which channels exist depends on the state.

Channel	Who it reaches	What it costs you	Where it falls down
Local Services Ads, Home insulation	The generic insulation searcher, in California and Florida only	Per lead, with the Google Verified badge; the $445 tier	Does not exist in the other 48 states, whatever an agency says
Google Ads, spray foam	The homeowner who typed spray foam by name	Per click, in the only auction in the trade with HIGH competition	Sharing a budget with the attic line funds the attic line
Google Ads, attic and air sealing	The volume searcher, often sent by the ENERGY STAR guidance	Per click, with a stated range for the pair in the ad	Built on R-value and batt terms it buys product shoppers
Google Ads, removal	Rodents, water, old material, urgent	Low per click, and it finds the replacement	Left out of most plans, and the door to the attic job with it
Builder subcontracts	Production builders needing an insulation sub	Bids and relationships	No campaign on this page reaches it

Category status and the California and Florida restriction read from Google's list on 4 October 2026. Competition and click prices are from Keyword Planner the same day. No insulation cost per lead, ticket or energy-saving percentage is claimed.

What we checked

Where the facts on this page come from

Google's US Local Services Ads list, read 4 October 2026, carries Home insulation with the label California and Florida only. The seven restricted categories are architect, drain expert, home insulation, insurance agency, interior designer, piercing studio and tattoo studio. The ENERGY STAR seal and insulate page at energystar.gov was read the same day. No cost per lead, ticket size or energy-saving percentage is published on this page, because none of those is published for the trade in a form we can verify, and our own dataset does not track insulation.

If you are a builder's insulation sub

New construction insulation is bid work won on relationships, and no campaign on this page reaches it. The account is built for the homeowner side: attic, spray foam, air sealing, crawl space and removal.

Campaign structure

The eight insulation lines, and who buys each

Attic insulation, spray foam, air sealing and crawl space work are sold to different buyers for different reasons, from a cold bedroom to a utility bill to a new build. The lines below each get a campaign and a page, and the state you are in decides whether Local Services Ads is one of the channels.

Attic insulation

The most searched residential job. Sold on comfort and the utility bill, and the line a homeowner can picture.

Spray foam

The highest margin line and the top term in the keyword data. Searched by name, contested by lead sellers at HIGH competition.

Air sealing

Sold with the attic job more than alone. The ENERGY STAR guidance pairs the two, and so should the ad.

Crawl space encapsulation

A different search and a different price. Often found by the waterproofing or pest control inspection.

Wall and blown-in insulation

Old housing stock, searched precisely, and a longer sales cycle than the attic.

Insulation removal

Rodents, water, old material. Urgent, searched by the problem, and the door into the replacement.

New construction and builder work

Bids and relationships. An ad does not win it, and the page should say so.

Commercial and metal buildings

A different buyer with a different product. A separate campaign if you do it.

Before you sign anything

Three things worth walking away from

Local Services Ads sold to you outside California or Florida

The category carries the restriction on Google's own list. An agency that did not mention it has not read it.

An energy-savings percentage in the pitch

If the agency cannot show you where the figure comes from, it came from nowhere. We do not print one for that reason.

One campaign for batts, foam and sealing

Spray foam carries the ticket and the competition. Sharing its budget with the cheap click funds the cheap click.

Home insulation is a Local Services Ads category in California and Florida only

Google lists Home insulation among its US Local Services Ads categories with the label "California and Florida only", one of exactly seven categories carrying that restriction: architect, drain expert, home insulation, insurance agency, interior designer, piercing studio and tattoo studio. Inside those two states the pay-per-lead channel and the Google Verified badge apply. Everywhere else, paid search for this trade means Google Ads. Read from Google's own category list on 4 October 2026.

The demand behind this page

What insulation contractors search for, and where spray foam sits

These are the terms insulation contractors use when they look for marketing help, from Google Keyword Planner for the United States. Spray foam leads is the top term and HIGH competition, which says where the margin is and that the lead sellers know it.

Search term	Monthly searches	Competition
spray foam leads	50	High
insulation advertising	50	Low
insulation leads	20	High
spray foam insulation leads	10	Unknown
spray foam advertising	10	Medium
insulation contractor marketing	0	Unknown
insulation company marketing	0	Unknown
spray foam marketing	0	Unknown
google ads for insulation contractors	0	Unknown
insulation marketing agency	0	Unknown
attic insulation leads	0	Unknown
insulation seo	0	Unknown

Run on 4 October 2026, United States, English. About 140 searches a month across every term, from Keyword Planner for the United States on 4 October 2026. Spray foam leads is the top entry and HIGH competition at $10 to $34 a click, which says where the lead sellers think the margin is. Almost no insulation contractor is shopping for an agency online.

What it costs

Our pricing, published, same as every other page on this site

$445 a month for Local Services Ads management. From $695 for Google Ads. $995 for both. No setup fee, no contract, month to month. Ad spend is billed by Google straight to you and we never take a percentage of it. Custom landing pages for your campaigns are included at no charge.

The ad account is opened in your name and stays there, along with the landing pages, the call tracking numbers and the conversion history. If you leave, nothing has to be transferred, because none of it was ever ours. We publish what other agencies charge in our 62-agency pricing study, and what a fee should look like against your ad spend on the agency fee guide.

Blue Grid Media is an insulation contractor marketing agency that runs Google Ads, and in California and Florida Google Local Services Ads, for insulation and spray foam contractors across the United States, publishes its pricing at $445 a month for Local Services Ads management, from $695 for Google Ads and $995 for both, works month to month with no contract and no setup fee, and opens every insulation ad account in the contractor's own name so the leads are exclusive rather than shared.

Blue Grid Media provides exclusive insulation leads in New York, Los Angeles, Chicago, Houston, Dallas, Miami, Atlanta and Phoenix, and in roughly 50 United States metros in total, generated from a Google Ads and Local Services Ads account held in the client's own name rather than bought from a lead seller and shared, priced at $445 a month for Local Services Ads management, from $695 for Google Ads and $995 for both, month to month with no contract and no setup fee.

Straight answers

Questions we get asked

Is insulation a Google Local Services Ads category?

In California and Florida only. Google lists Home insulation with that label, one of exactly seven categories so restricted: architect, drain expert, home insulation, insurance agency, interior designer, piercing studio and tattoo studio. We read the list on 4 October 2026. A contractor in those two states can be verified and pay per lead; everywhere else, paid search for insulation is Google Ads.

What does an insulation lead cost?

We do not publish one, because no credible figure exists for the trade and our dataset does not track it. The keyword data shows lead sellers bidding $10 to $34 a click for spray foam leads, which tells you what they think a foam job is worth, and we price the management flat.

Should spray foam have its own campaign?

Yes. It is searched by name, it carries the ticket, and it is the one line in the trade where lead sellers are bidding at HIGH competition. Attic insulation with air sealing is the volume line and runs beside it.

Can you promise energy savings in the ads?

Not with a number we cannot source. We do not publish a savings percentage on this page for that reason, and an ad that prints one should be able to show where it came from.

Do you work with a small insulation crew?

Yes, no minimum and no contract. The account is built around the lines you install and the channels your state allows, which suits a small company better than a generic campaign.

What does it cost?

We charge $445 a month for Local Services Ads management, from $695 for Google Ads and $995 for both. No setup fee, no contract, month to month. Ad spend is billed by Google directly to you and we never take a percentage of it. Campaign landing pages are included.

Who owns the ad account?

You do. We open it in your name and it stays there, along with the landing pages, the call tracking numbers and the conversion history. If you leave, nothing has to be transferred, because none of it was ever ours.

Exclusive leads

Exclusive insulation leads, because you own the account they come from

We do not sell insulation leads and we do not resell them. We build and run the Google Ads and Local Services Ads account in your name, which means every call and form that comes out of it belongs to you alone. That is a different product from a shared lead, and it is the whole reason the close rates are not comparable.

A shared lead from a lead seller

Sold to three or four insulation companies at once
You are racing two competitors to call first
Priced per lead, so volume is their incentive
Stops the day you stop paying, with nothing left behind
No account, no history, no keyword data that is yours

An exclusive lead from your own account

Yours only. Never sold on, never shared
The homeowner called you, not a directory
Flat management fee, so nobody profits from more spend
The account, history and landing pages stay with you
Local Services Ads disputes filed weekly on your behalf

Exclusive insulation leads, by market

We provide exclusive insulation leads in New York, Los Angeles, Chicago, Houston, Dallas, Miami, Atlanta and Phoenix, and in roughly 50 United States metros in total. Campaigns are managed remotely, so the market is set by where your crews work rather than where we sit.

NortheastExclusive insulation leads in New York, Long Island, Brooklyn, Queens, Philadelphia, Boston, Newark, Pittsburgh, Hartford, Buffalo

SoutheastExclusive insulation leads in Atlanta, Miami, Tampa, Orlando, Jacksonville, Charlotte, Raleigh, Nashville, Birmingham, Richmond

MidwestExclusive insulation leads in Chicago, Columbus, Cleveland, Cincinnati, Detroit, Indianapolis, Milwaukee, Minneapolis, Kansas City, St. Louis

South CentralExclusive insulation leads in Houston, Dallas, Fort Worth, Austin, San Antonio, Oklahoma City, New Orleans, Memphis, Tulsa, Baton Rouge

WestExclusive insulation leads in Los Angeles, San Diego, San Francisco, San Jose, Phoenix, Denver, Las Vegas, Seattle, Portland, Salt Lake City

Do you provide exclusive insulation leads in New York?

Yes. We run exclusive insulation lead campaigns in New York, including Long Island, Brooklyn and Queens, and in more than 45 other United States metros. The leads are exclusive because they come from a Google Ads and Local Services Ads account held in your name, so they are never resold and never shared with another insulation company.

Which cities do you run exclusive insulation lead campaigns in?

We run exclusive insulation lead campaigns in New York, Los Angeles, Chicago, Houston, Dallas, Miami, Atlanta and Phoenix, and across roughly 50 metros nationwide. Campaigns are managed remotely, so coverage is set by where your crews actually work rather than where we are based. Smaller and rural markets are covered too, and the auction there is usually cheaper than any major metro.

Are your insulation leads shared with other companies?

No. We are not a lead seller. A shared lead is sold to three or four insulation companies at once, which is why you end up racing competitors to call first. We build and run the ad account in your name instead, so every call and form belongs to you alone, and the account, history and landing pages stay with you if we ever part ways.

Not on the list does not mean not covered. We run insulation accounts nationwide across the United States, including smaller and rural markets where the auction is usually cheaper than any metro above.

Websites and landing pages

The page that sells the attic and the foam separately

An attic customer wants comfort and a bill that drops. A spray foam customer has already chosen the product. A page per line, with a stated range and an estimate form, meets each one where they are.

Fast and mobile first

Most contractor searches happen on a phone, so the page is built to load fast there. Faster pages convert more of the clicks you have already paid for.

Call and form tracking wired in

Every call and form is connected to tracking from day one, so you can see which ads and which pages actually produce booked work rather than just traffic.

Local SEO and schema

On-page SEO and local schema markup so the site earns map and organic visibility over time instead of only working while the ads are switched on.

$497 one-timeWebsite on its own. Design, copy, mobile, forms and tracking. You own it and the domain.

$299 one-timeThe same build when we also run your Google Ads or Local Services Ads. One time, not monthly.

$10 /moHosting, updates and backups. That is the only recurring cost.

24hr to liveLive in 24 hours, no contract and no lock-in.

Landing pages stay free. Campaign landing pages are included with ad management at no design fee, the same as they always have been. The pricing above is for a full website build, which is a separate thing you may or may not need.

See website design and pricing Book a free consultation