Digital marketing is ever evolving, and keeping up with trends is key to staying ahead of the competition.  With the explosion of AI and related tech, the primary platforms that painting companies rely on for leads, such as Google and Meta (Facebook/Instagram), are changing faster than ever.  On top of that, buying behaviors by homeowners and commercial property owners are also shifting.  

With all this change comes great opportunity.  This guide will lay out the key 2025 trends you need to be aware of, and position you to use these trends to leapfrog your competition!

Search is still king

Google’s search algorithm remains the cornerstone of online visibility. In 2025, the tech giant is doubling down on prioritizing user experience. It also has an evolved focus on AI-enhanced search intent matching and even stricter adherence to Core Web Vitals.

Core Web Vitals measure how easy and pleasant it is to use your website. Technically, they evaluate three things:

• Page Speed (Largest Contentful Paint, LCP): This measures how quickly the most important part of a webpage becomes visible. The faster your page loads, the more likely visitors are to stay. A fast page speed will improve your ranking.
• Visual Stability (Cumulative Layout Shift, CLS): This checks if page elements, like images or buttons, move around unexpectedly as the page loads. These sudden shifts can confuse and frustrate users.
• Interactivity (First Input Delay, FID): This measures how quickly your site responds when users try to interact, such as clicking a button. A fast response makes your site feel more professional and reliable.

Websites that excel in all three areas better serve users, and Google rewards these sites with higher rankings.

Work your core

To stay ahead, it’s critical to understand the interplay between Core Web Vitals and AI-driven enhancements to search. Imagine Google as a librarian pulling out long drawers filled with index cards, flipping quickly to find exactly the right book that matches your search. If your website is fast, stable, and easy to use, it’s like having the most well-organized and descriptive card in the system—the librarian (Google) will tend to choose it first.

Content strategies must align with Google’s growing preference for topical clusters. This means grouping related content under a central pillar page, like “Comprehensive Guide to Residential Painting Services,” supported by blog posts covering narrower aspects such as “Prepping Walls for Interior Paint” or “How Weather Affects Exterior Painting Projects.” This approach tells Google, “I’m the expert in this niche,” increasing your chances of ranking highly.

A smart content strategy also involves researching search volumes and leveraging the “People Also Ask” section on Google. These questions provide insight into what real users are searching for, giving you a roadmap for creating valuable content. For instance, if users frequently search “What is the most durable exterior paint?” a blog answering this question would be highly relevant and likely to rank well.

Finally, structured data plays an increasingly important role. Adding schema markups—such as review, service, or FAQ schema—provides search engines with additional context about your website. This is like giving Google a map of your best content, ensuring you appear in featured snippets and other prime spots.

How to optimize your website:

1. Leverage tools like PageSpeed Insights to measure your website’s core web vitals
2. Use tools like Ahrefs or SEMrush to identify high-performing keywords.
3. Research “People Also Ask” questions for content ideas and incorporate them.
4. Write detailed, keyword-rich blog posts addressing common client questions and organize them on your website in topical clusters.

Tidy your storefront

A Google Business Profile is more than just a listing; it serves as the foundation of your local online presence. Most home service searches look like “interior painter near me” or “painting company in Tampa.”  For all these localized searches, Google prioritizes displaying Google Business Profiles.  This means it’s vital for you to ensure your GBP is fully optimized and follows the best practices outlined by Google.

1. Local SEO Dominance: GBP is your ticket to the “Local Pack,” where businesses with high authority and relevance capture the most attention.
2. Trust Signals: Reviews, photos, and full profiles build trust with potential buyers.
3. Traffic Insights: With Chrome browser data feeding Google’s algorithms, an active and engaging GBP can positively impact your website authority.

Take control of GBP

1. Claim and verify your Google Business Profile, filling out your profile with as much data as you can.
2. Post real project photos and write engaging, keyword-rich descriptions to boost user engagement.
3. Encourage reviews and respond to all reviews, both good and bad, quickly.
4. Post updates, promotions, or tips at least once per week to show activity to Google.

Google Local Service Ads (LSAs) place you directly in front of customers looking for your services. Google has been investing heavily into the LSA platform, positioning it to become the most important element of local search.  The search giant’s recent decision to unify both Google Business Profile and Google Local Service Ad reviews proves the importance of LSAs.
LSAs appear above all other search results, giving your business premium visibility. The “Google Guarantee” badge can build trust and encourages potential customers to take action. Currently, LSA leads are pay-per-lead, meaning you only pay for leads (you do not pay for clicks, like in traditional Google Pay-Per-Click advertising)

Google is investing heavily into the LSA platform, positioning it to become the most important element of local search.

Unlock LSAs

1. Complete the Google Guarantee Process to unlock Local Service Ads.
2. Refine your services and service areas to ensure your ads reach the most relevant audience.
3. Respond quickly to leads, because prompt engagement is vital to success here!

Raise your voice search

Voice search is growing in popularity. Devices like Amazon Alexa, Google Home, and Siri are changing how users find information.

For painting contractors, voice search is likely to become a game-changer. It can help you appear in results when customers ask questions like, “Who is the best painter near me?” or “What’s the best time of year to paint my house?” Think of voice search as a personal assistant for your business – it gives quick, precise answers that lead customers to your services.

Voice search works differently from traditional text search. People tend to use natural language and ask full questions when speaking. For example, instead of typing “painters nearby,” someone might say, “Who can paint my living room in [city] this weekend?” This conversational tone requires a shift in how you use keywords within your content.

Optimizing for voice search starts with understanding user intent and then creating content that answers specific questions. Imagine your content as a guidebook—concise, direct answers are more likely to be “read aloud” by voice assistants. Adding FAQs to your website is a simple, effective way to capture voice search queries. For instance, include questions like “What’s the difference between matte and satin paint?” or “How much does it cost to paint a three-bedroom house?”

Another critical factor is local SEO. Most voice searches for service businesses are local in nature, such as “Who’s the top-rated painter in my neighborhood?” Ensure your Google Business Profile has accurate contact information, services, and reviews. Adding location-specific keywords like “exterior painting in [city]” can further improve your visibility.

Schema markup is another tool to fully embrace for voice search. Adding structured data to your website helps search engines understand your content. This increases the chances that your information will be used in a voice search response. Think of schema as a translator; it helps your website “talk” to search engines better.

The FAQs of life

1. Add a dedicated FAQ page to your website addressing common customer questions in a conversational tone.
2. Optimize for local SEO by updating your Google Business Profile with accurate details.
3. Use schema markup to improve your website’s chances of appearing in voice search results.
4. Incorporate long-tail, natural language keywords into your blog posts and service pages.

The art of intelligence

Artificial intelligence continues to redefine the marketing landscape, offering tools that simplify processes, predict outcomes, and personalize customer experiences. For painting contractors, AI’s versatility can enhance everything from lead generation to repeat business.

Rather than using chatbots, which may not align with every contractor’s needs, AI can improve processes like automated follow-ups, email personalization, and dynamic content recommendations. Imagine sending tailored emails based on customer behavior—an inquiry about exterior paint, for instance, triggers a follow-up with a guide on outdoor painting tips.

These automations ensure every customer feels catered to without requiring manual effort. Think of this as hiring an assistant who knows every customer’s needs and preferences, ensuring they always get the right information at the right time.

A strong CRM system also streamlines communication. For example, you can automate email sequences for new inquiries or send SMS reminders for upcoming appointments. These tools ensure consistency in follow-ups and help prevent leads from slipping through the cracks.

In our experience, tools such as GoHighLevel (GHL) and DripJobs are excellent CRM softwares that stand out for painting companies. They offer advanced automation, predictive insights, and seamless integration for marketing efforts. At our agency, we include GHL as a tool for our partners because we’ve seen its ability to empower painting contractors to book more projects. While GHL and DripJobs are the examples used here, the broader takeaway is the transformative impact of using a CRM system tailored to painting contractors.

Organize your  CRM

1. Invest in a CRM system that offers AI-driven insights and automation features.
2. Set up automated follow-up sequences for new leads and current customers.
3. Leverage SMS and email reminders to maintain consistent communication with your clients.
4. Regularly review CRM reports to refine your marketing strategies and improve customer engagement.

By adopting a CRM system that integrates AI, painting contractors can turn customer data into actionable insights, improving both efficiency and customer satisfaction. Whether through GHL, DripJobs or another platform, the goal remains the same: creating seamless, data-driven experiences for your clients.

Make Meta work for you

Meta, the parent company of Facebook and Instagram, remains the primary powerhouse in social media advertising for painting companies.

While advanced audience segmentation has been more limited since the Cambridge Analytica scandal – when an agency scraped private data for a political client – effective strategies remain. The focus now lies on creative optimization, retargeting, and leveraging first-party data for custom audiences.

Creative optimization remains essential. Short-form videos, carousel ads, personal and unique static images, and immersive story ads are all highly effective for capturing attention. Showcase your expertise through quick transformations, such as before-and-after painting projects, and include a clear call-to-action like “Schedule Your Free Estimate.”

Retargeting is a must-have strategy. Use Meta’s pixel to track website visitors, then serve tailored ads to those who expressed interest in your services. For painting contractors, this might mean targeting homeowners who browsed your project gallery with ads featuring testimonials or limited-time offers.

Custom audiences offer another powerful tool. Upload a list of past customers and use Meta to create lookalike audiences—people with similar interests or demographics—to expand your reach. These audiences are ideal for targeting with promotions or seasonal campaigns.

Winning on Meta

1. Create short, visually appealing ads showcasing before-and-after transformations.
2. Use Meta’s pixel to retarget website visitors with relevant offers.
3. Upload past customer data to create custom and lookalike audiences.
4. Regularly test ads. Adjust the creative for better engagement.

Going to market

Digital marketing in 2025 demands a blend of creativity, technology, and adaptability.

For painting contractors, the tools and trends outlined here offer a roadmap to success. By embracing AI, mastering platforms like Google and Meta, and integrating traditional methods like direct mail, your business can thrive in an increasingly competitive landscape.

The key lies in understanding your audience and leveraging the right strategies to meet their needs. Here’s to a year of incredible growth in 2025!