Who is Home Improvements Digital Marketing? The builder-focused agency profiled
Home Improvements Digital Marketing pitches itself to established builders who are tired of agencies promising piles of leads. Its founder, Ben Laing, sells a tiered marketing system rather than a lead-gen service. Here is what the agency says about itself, and what a builder should ask before signing.
Where it comes from
The agency does not state a head office on its website. Its published case studies, however, are for clients in Glasgow, Edinburgh and Fife, which places its working footprint firmly in central Scotland.
The founder is named as Ben Laing. No founding date is given on the site, and the agency does not publish a team page listing other staff, so the scale of the operation behind Laing is not clear from public information.
That is not unusual among trades agencies. Many are founder-led businesses with a small bench of freelancers. It does mean a prospective client should ask directly who will do the work.
What it sells
According to its website, the agency offers SEO, Google Ads, what it calls authority video content, multiple conversion-focused websites, social media marketing, online reputation management, lead filtering and qualification, and monthly strategy and reporting.
The 'multiple websites' point is worth pausing on. Rather than one site, the agency appears to favour several conversion-focused sites per client, presumably split by service or area. That is a legitimate tactic, but it also multiplies hosting and upkeep, so ask who owns the domains and what happens to them if you leave.
The lead filtering and qualification service is the other distinguishing line. The agency says it explicitly rejects the promise of high volumes of random leads in favour of quality enquiries. For a builder quoting £40,000 extensions, that framing will resonate. For a handyman wanting steady small jobs, it is the wrong fit.
- SEO and Google Ads as the traffic engines
- Video content positioned as authority building rather than direct response
- Reputation management and review handling
- A lead qualification layer before enquiries reach the builder
- Monthly strategy sessions and reporting
Who it is built for
The trades list is narrow by design: extensions and renovation builders, kitchen fitters, bathroom fitters, multi-trade companies, loft and garage conversion firms, and asbestos removal.
The common thread is higher job values and longer sales cycles. The agency's positioning talks about a reliable system for established builders, and the published case studies describe revenue-growth style outcomes for renovation and extension builders, an asbestos firm and a loft and garage conversion company.
If you run a one-van operation and want your first website, this is almost certainly not the agency for you. If you run a crew of ten and want enquiries filtered before your estimator spends an evening on them, it is at least worth a conversation. Our ranking of agencies for loft conversion specialists covers several comparable options.
Pricing model
The agency sells tiered done-for-you packages. The package names are visible on the site; the prices are not.
That puts it in the majority of UK trades agencies, which prefer to quote after a call. Readers who want to compare published figures can look at our list of trades agencies that publish their prices, where this agency does not appear for that reason.
How to assess it
Start with the case studies. They are framed around revenue growth, which is the right metric for a builder but also the hardest to verify from the outside. Ask for the client's permission to speak to them, and ask what the ad spend and agency fee were over the period described. Our guide to reading an agency case study critically sets out the questions.
Second, clarify the website arrangement. Multiple conversion-focused sites can work well, but you want it in writing that you own every domain and that the content transfers with you.
Third, ask what 'lead qualification' means in practice. Is it a form with budget and timeline fields, a phone screen, or a scoring rule inside a CRM? The answer tells you how much human time sits behind the promise. Our explainer on what agencies mean by a qualified lead is a useful primer before that call.
Finally, the Scottish footprint matters. If you are a builder in Fife competing with another Fife builder already on the agency's books, ask how the agency handles two clients in one catchment. It does not advertise area exclusivity, so do not assume it.
Frequently asked questions
Where is Home Improvements Digital Marketing based?
The website does not state a head office. Its published case studies are for clients in Glasgow, Edinburgh and Fife, so its working base appears to be central Scotland.
Does it publish prices?
No. It sells tiered done-for-you packages with names visible on the site but no figures. You will need to ask for a quote.
What trades does it work with?
Extensions and renovation builders, kitchen and bathroom fitters, multi-trade companies, loft and garage conversion firms and asbestos removal businesses, according to its website.