The branded lead generation platform for home improvement
Home improvement
runs on Lead Gurus.
leadgurus.com
Who we are
All we do is
home improvement.
150+
home improvement brands
$800M+
ad spend managed
1M+
exclusive leads delivered
Founder-run. US and Canada. 15+ verticals.
Our partners
Trusted by 150+ home improvement brands.
Your team
No entry-level account managers.
Just two brothers who built it all.
Will DeGesero
Creative · Media buying · Strategy
Jack DeGesero
Data · Platform · Automation
Ryan Davis
Creative
Experience you can’t hire
$800M+ in home improvement spend, managed by us
Built from the trenches
We built our platform ourselves, purpose-made for home improvement brands
Your success is our business
We’re as invested in your growth as you are
Branded lead generation
We’re not a lead aggregator.
Aggregators
Lead Gurus
Incentivized to drive the cheapest lead, not the best one
Judged on your cost of marketing
Middlemen buying and reselling leads
Leads from campaigns built for you
Shared with your competitors
Exclusive to you, every lead
Bait-and-switch “free government” ads
Your brand, your real offer
No idea what ad they saw
Fully transparent: every ad, every lead
Just leads
Leads + appointments, one simple fee
What we deliver
Leads + appointments.
1 in 3
of our leads arrive pre-booked, with the appointment time they picked. We call them self-booked leads.
~3x
more likely to buy when they self-book
2x
booking rate since early 2025
Self-booked appointment rate
16%
20%
22%
24%
26%
34%
36%
H1 ’25
Q3
Q4
Q1 ’26
Q2
Sep
Oct
Lead Gurus network. Last 90 days: 32.7% of 159K leads self-booked.
How the funnel works
Custom landing pages that
qualify every lead.
Step 1
Full name
Phone
ZIP code
Standard lead
Sent to your CRM instantly, with TCPA + TrustedForm
Step 2
Full address
Credit score
Homeowner?
Budget
Qualification
We qualify them further before they book
Step 3
Sat · 10:00 AM
Sat · 1:00 PM
Mon · 6:00 PM
Tue · 10:00 AM
Self-book
1 in 3+ leads book here, and they drive most sales
Always A/B testing
Our own landing page software tests headlines, questions and flow, nonstop.
Smarter every week. Higher conversion.
Creative is everything
Creative is the
new targeting.
Our AI scores every ad before it spends a dollar. It’s trained on what wins across our whole network.
4,000+
new ads launched every month
1,200+
new branded videos a month
2,400+
new branded statics a month
The Guru engine
Data. Creative. Optimization.
One engine that keeps learning.
9.2
Guru Score
Proprietary. Smarter with every ad we launch.
01
Data
35,000+ unique ads, 1M+ leads and your CRM sales, all feeding one model
02
Creative
Every hook gets a Guru Score first. Only the winners get built, on-brand, in hours.
03
Optimization
Bids and budgets shift city by city, ZIP by ZIP, on your sits and sales
Our creative strategy
Diversified creative. No two ads alike.
Claymation
Real interview
Halloween AI story
Tap quiz
Installer selfie
AI talking seniors
Doorbell / pet cam
Game-show parody
Breaking-news parody
Hyper-local city
Miniature time-lapse
+ dozens more
Static ads
And statics. Thousands of them.
Simple setup
Two campaigns.
Endless creative.
Broad
40+
55+
Most of the budget. 55+ gets senior messaging, the biggest buyer on Meta.
Local
Every city. Every county.
Hyper-local ads that drive cheap clicks and feed the broad campaign.
Meta
Primary channel. Where home improvement buyers are.
Demand Gen + YouTube to scale
The only number that matters
<20%
cost of
marketing
Cost per lead is a signal. We’re judged on what you spend to make a sale.
Your client portal
Full control of the engine.
Fully transparent.
One login. Change anything in a click, or just tell us and we’ll do it.
Update your ZIPs anytime
Set budgets by market
Live spend, leads, sales
Every ad and its results
Benchmark vs. your vertical
Ask Guru, your AI analyst
Plugs into your CRM
Invoices and autopay
Book time with Will + Jack
Partner results
We scale spend.
Cost of marketing holds.
Express Flooring
+72%
spend year over year
16% COM
PJ Fitzpatrick
+62%
spend YoY, 7 verticals
12% COM
Home Genius
+30%
spend YoY, 15 states
8% COM
ReVamp
16x
spend since Feb launch
8.5% COM
Goal: cost of marketing under 20%. COM = ad spend ÷ client-reported sales.
Case study · Flooring
Express Flooring
+72%
ad spend year over year, with cost of marketing still well under the 20% goal.
16%
cost of marketing
<20%
the goal
6
states
Monthly ad spend
2025
2026
Case study · Multi-vertical
PJ Fitzpatrick
7
verticals scaled together: spend up 62% year over year at a 12% cost of marketing.
12%
COM
7%
siding + doors
9
states
Monthly ad spend
Jul ’25
Jun ’26
Sep ’26
Case study · Roofing + siding
Home Genius Exteriors
8%
cost of marketing in 2026, with spend up 30% year over year across 15 states.
<9%
COM, 12 months
+30%
spend YoY
21
territories
Monthly ad spend
Jul ’25
Jul ’26
Sep ’26
Case study · Decking, fencing, coatings
ReVamp
16x
spend growth since launch (Feb to Sep 2026), from 2 accounts to 19 brands. COM: 8.5%.
19
brands
8.5%
COM
24
states
Monthly ad spend
Feb ’26
Sep ’26
Pricing
13%
of ad spend. That’s it.
Spend on your card
Meta bills you directly. Keep the points.
No setup fees
All creative included
Month to month
Pause anytime. No lock-in.
All-in budgets include our fee. $10K/month minimum per vertical.
Getting started
Live in days,
not weeks.
01
Sign
Marketing agreement, e-signed in minutes
02
Onboard
Your offer, ZIPs, assets and CRM in the portal
03
Approve
Your launch pack of branded videos and statics
04
Go live
Fresh ads every week from there
Your side of the partnership
What makes a great partner.
Dedicated call center
Fast follow-up, with nights and weekends covered.
Backend feedback loop
A daily CRM report, so we optimize on sits and sales.
Room to scale
A big enough market and budget for the algorithm to learn.
Long-term mindset
It’s a law of averages. Judge results over months, not days.
Next step
Let’s build your
pipeline.
Common questions
Quick answers.
Am I exclusive in my market?
We cap partners per market, and your ads never look like a competitor’s.
Is there a contract?
Month to month. Pause or stop anytime, same day.
How fast do we launch?
24–48 hours once onboarding is done.
Can I split budget by market?
Yes. One campaign per vertical, with spend tuned by market.
Whose ad account and page?
We set them up, branded to you, so we move fast and our AI handles comments.
Why does Q4 cost more?
Holiday ad auctions push costs up 20–30% from Thanksgiving to New Year’s.
Why do I get out-of-area leads?
Meta targets people living in or recently in your area. We flag the ones outside it.
What’s the minimum?
$10K a month per vertical, all in, so the algorithm has enough data to learn.
Appendix
Ad examples
by vertical.
Bath · Windows · Roofing · Siding · Flooring · Kitchen · Doors · Garage · Decking · Coatings
Bath
Ad examples
Five Star
Satisfying reno
Premier Home Pros
Halloween mummy unwrap
Otterly Baths
Game-show parody
Windows Plus
AI talking seniors
Windows
Ad examples
Renewal by Andersen
Tap quiz
RJW Home
Installer truck selfie
Alenco
Halloween witch story
Pella
Hyper-local city
Roofing
Ad examples
Trusted Roofing
Seasonal selfie
Brody Allen
Fall homeowner story
Rooflab
Drone inspection story
Dream Home
Meme annotation
Siding
Ad examples
Home Genius
On-screen checklist
Long Home
Real interview
Durante
Before / after snap
Shinnova
Lawn-chair neighbors
Flooring
Ad examples
Go Flooring
Claymation
Express Flooring
Halloween ghost story
Go Flooring
Pet cam comedy
Go Flooring
Timestamp install day
Kitchen + cabinets
Ad examples
Renuity
Claymation
ReNewIt
Halftime host
Renuity
Homeowner selfie
ReNewIt
Split-screen proof
Doors
Ad examples
PJ Fitzpatrick
Doorbell cam
RJW Home
Halloween zombie story
RJW Home
AI on-camera presenter
PJ Fitzpatrick
Install crew montage
Garage doors + closets
Ad examples
Precision
Giant sale announcer
Garage Kings
Fixed-cam time-lapse
Precision
Miniature time-lapse
Closet America
Monster closet
Decking + fencing
Ad examples
Shinnova
Crew time-lapse at dusk
ReVamp
Giant sale announcer
Privacy Fence
Halloween ghost party
Shinnova
Thought-bubble story
Coatings
Ad examples
PolyPro Coatings
Breaking-news parody
Encore Coatings
Halloween witch spill
Legacy Coatings
Owner selfie
Legacy Coatings
Miniature time-lapse