Pergola & Shade Structure Builders / Executive Strategy
Strategic advisory for owners scaling through $1M, $3M, $10M+ growth stages. Built specifically for pergola & shade structure builders closing $15,000 - $75,000+ projects.
Category is new to most homeowners — they don't know what to search for until they see it (strong case for display and retargeting)
Premium aluminum pergolas (Struxure, Azenco, Renson, Apollo) look expensive on spec but homeowners often underestimate quality differences between brands
Lots of competition from general patio/awning companies who treat pergolas as side scope rather than specialty
Installation is complex — dimensions, mounting, electrical integration, automation — and homeowners want to see process content
Dealer-brand requirements (for Struxure, Azenco, etc.) mean marketing has to balance personal brand with franchise/dealer brand rules
Pergola & Shade Structure Builders close $15,000 - $75,000+ projects with a 30-60 day buyer journey. That means executive strategy has to be built around a longer consideration cycle, higher trust requirements, and homeowners who are comparing multiple contractors before making a decision.
Configurator-style lead magnet — homeowner picks dimensions, features, finishes and gets an estimate
Before-and-after backyard transformation reels featuring pergola installs
Feature-focused campaigns (louvered roof, integrated screens, heaters, lighting) targeting buyers who already know the category
Premium aluminum vs. DIY big-box pergola education content to position against commodity alternatives
Facebook and Instagram ad campaigns with native Instant Forms and AI follow-up.
Capture high-intent search traffic with dedicated landing pages and conversion tracking.
Video ad campaigns that build trust across the long outdoor living buyer journey.
Banner campaigns that keep you visible to homeowners researching outdoor projects.