Spray Foam Genius Marketing helps spray foam and insulation contractors in Madison, Wisconsin win more jobs from homeowners and builders searching in that market. The paragraphs under this one use only the public figures already on the page, each of which keeps its source and date in the cards below. The climate zone on this page is 5A. The population line reads 286,233. They are a reading of those figures for a contractor, not a new study.
Degree days on this page: 7,138 heating and 627 cooling. Both figures use base 65 F. The heating note says the reading was measured at MADISON DANE RGNL AP. Heating (7,138) is larger than cooling (627). Pages and ads can lead with cold rooms, drafts, and heating bills. Those are the published normals, not a forecast for a given year.
Before-1980 construction is 48% in Madison. That share is the same as the national figure of 48% in the same note. The note on that line says: National: 48% (survey estimate). Combine this with the median year rather than quoting only one of them in an ad.
The median value line reads $418,400 for Madison. That is higher than the national figure of $360,600 in the same note. Treat it as a reference from the cited survey, not today's asking price. Market prices move after the survey date printed on the card.
Tenure is part of the marketing picture in Madison: 44% of occupied homes are owner-occupied. That is lower than the national figure of 65% in the same note. The city figure is under half, so renters are a large part of occupied homes. Renters are less often the person who hires insulation, which makes owners and landlords the tighter audience. Landlords and builders remain a separate audience when the owner share is modest.
The local reading for Madison is ordinary, and it is specific. Heating is the larger degree-day number, so cold-weather comfort is the first story for Madison. With owner-occupancy at 44%, a Madison campaign that speaks only to resident homeowners is aimed at the smaller tenure group. Check it against the grid. A message can be right for the climate and still be invisible three miles from the shop.
Madison is in Wisconsin, and the climate zone on this page is 5A. The moisture letter on this zone is humid (5A). The note reads: humid climate, zone 5 of 8. On the IECC scale used on our state pages, the number rises as the climate gets colder, from 1 (hot) to 8 (subarctic). Source on this page: U.S. DOE and PNNL, Guide to Determining Climate Zone by County: Building America and IECC 2021 Updates (PNNL-33270), as of October 21, 2022. Zone is a reason to lead with the jobs people in this climate ask about, not a rank factor by itself.
Heating fuel in Madison, as published here, is utility gas (66%). The note on that line says: Share of occupied homes (survey estimate). Ads can name that fuel. They should not promise a bill outcome the source does not state.
Madison's median build year on this page is 1983. That year is later than the national median of 1981 printed in the same note. The note on that line says: National median: 1981 (survey estimate, with a margin of error). Pair it with the share of homes built before 1980 when that line exists, because a median hides the older tail.
The headcount published for Madison is 286,233. The note on that line says: Estimate for July 1, 2025. The county line reads Dane County. That number does not say how many households will hire an insulation company. It does say the Google Maps result has room to change from one neighborhood to the next.
Two next steps sit on this page: the free audit for a Madison grid, and a strategy call if you want to discuss the market. Results from other cities, shown further down, are those markets only. They are not a promise for Madison.
Local area
What Census files list for Madison. If a line is missing, that file had nothing that met the overlap rule. Nothing here is estimated.
ZIP codes. 53704, 53718, 53711, 53719, 53705, 53713, 53714, 53716, 53717, 53703, 53715, 53726, 53706, 53792.
These are 2020 Census ZIP Code Tabulation Areas that overlap Madison. A ZCTA is the Census stand-in for a ZIP code. It is not a USPS delivery list. Source: U.S. Census Bureau, 2020 ZCTA to Place Relationship File. Retrieved 2026-10-31.
Primary roads. US Highway 12, W Beltline Highway, US Highway 14, I-39, I-90, US Highway 18, I-94, US Highway 151.
Limited-access highways from the 2020 Census TIGER primary roads file that cross the city boundary. Interstate labels drop the space Census stores after the hyphen. Short Census forms in the road names are written as full words. Interstate, US, state, and Puerto Rico route numbers stay as route designators. A road stored with both & and and is listed once. Source: U.S. Census Bureau, TIGER/Line 2020 Primary Roads (MTFCC S1100). Retrieved 2026-10-31.
Landmarks. Dane County Regional-Truax Field, University of Wisconsin Arboretum.
Named Census area landmarks that overlap Madison: airports, national park land, national forest or other federal land, state parks, and larger parks. Largest overlap first, up to five. Abbreviations in those names are written out, and a Park- prefix is shown as the place name followed by Park. Source: U.S. Census Bureau, TIGER/Line 2020 Area Landmarks. Retrieved 2026-10-31.
Market facts for spray foam contractors in Madison
Population
286,233
Estimate for July 1, 2025
Source: U.S. Census Bureau, Vintage 2025 population estimates for cities and towns. As of July 1, 2025.
County
Dane County
County that contains the city's central point
Source: U.S. Census Bureau Geocoder (2020 county boundaries). As of 2020.
IECC climate zone
5A
humid climate, zone 5 of 8
Source: U.S. DOE and PNNL, Guide to Determining Climate Zone by County: Building America and IECC 2021 Updates (PNNL-33270). As of October 21, 2022.
Heating degree days per year
7,138
Normal, base 65 F, measured at MADISON DANE RGNL AP
Source: NOAA NCEI 1991-2020 U.S. Climate Normals. As of 1991-2020.
Cooling degree days per year
627
Normal, base 65 F, measured at MADISON DANE RGNL AP
Source: NOAA NCEI 1991-2020 U.S. Climate Normals. As of 1991-2020.
Median year homes were built
1983
National median: 1981 (survey estimate, with a margin of error)
Source: U.S. Census Bureau, 2024 American Community Survey 1-year estimates, table B25035. As of 2024.
Homes built before 1980
48%
National: 48% (survey estimate)
Source: U.S. Census Bureau, 2024 American Community Survey 1-year estimates, table B25034. As of 2024.
Owner-occupied homes
44%
National: 65% (survey estimate)
Source: U.S. Census Bureau, 2024 American Community Survey 1-year estimates, table B25003. As of 2024.
Median home value
$418,400
Owner-occupied homes. National: $360,600 (survey estimate)
Source: U.S. Census Bureau, 2024 American Community Survey 1-year estimates, table B25077. As of 2024.
Main heating fuel
utility gas (66%)
Share of occupied homes (survey estimate)
Source: U.S. Census Bureau, 2024 American Community Survey 1-year estimates, table B25040. As of 2024.
Each figure links to its public source and shows the date it applies to.
Drawn from the sourced figures above. No new numbers.
Homes built before 1980
Owner-occupied homes
Median home value
Heating and cooling load in a typical year
Degree days per year, a standard measure of how much heating or cooling a climate needs.
What this means for your marketing in Madison
44% of occupied homes in Madison are owner-occupied (nationally: 65%), and the median home value is $418,400 (nationally: $360,600). Renters make up a large part of the city, and renters are less often the ones who commission insulation work, so the buyers you want are a smaller group of owners and landlords. It is worth checking in your Google Maps grid whether the strongest demand sits in the suburbs and towns around the city.
Madison is in Dane County, which falls in IECC climate zone 5A. NOAA's 1991-2020 normals for MADISON DANE RGNL AP (about 6 miles away) show 7,138 heating degree days and 627 cooling degree days in a typical year, so heating is the larger load. For a spray foam or insulation contractor, that tends to move what homeowners search for toward cold rooms, drafts, high heating bills and ice dams. The "A" in 5A marks a humid climate, so moisture control and air sealing deserve space in your content.
Of occupied homes in Madison, 66% heat mainly with utility gas and 30% with electricity (ACS 2024). With utility gas heating most homes, owners compare their winter gas bills, so comfort and heating-bill savings are the familiar angle.
The Census Bureau's 2024 American Community Survey puts the median home in Madison at a build year of 1983 (nationally: 1981), and 48% of its homes were built before 1980 (nationally: 48%). That is close to the national picture, so a mix of retrofit pages for older homes and pages for newer construction fits the market.
Madison had an estimated 286,233 residents on July 1, 2025 (U.S. Census Bureau). Google Maps rankings change from one part of a market to the next, so being visible near your shop does not mean being visible across the whole service area. The free Market Visibility Audit shows your ranking at a grid of points around your business.
How the Google Maps grid works in a market like Madison
Google Maps does not show one ranking for a whole city. The result changes block by block, depending on where the searcher is standing. Our audit searches from a grid of points around your business and records where you appear at each one. Green means you are in the top 3 at that spot. Red means customers there are not finding you. For a Wisconsin contractor working Madison, green and red are positions at those points. They are not a citywide trophy.
Example from a client in Baton Rouge, Louisiana, not Madison
How working with us goes
Spray Foam Genius Marketing works with spray foam and insulation contractors. The steps are the same in Madison as everywhere else. Plans are month to month, and you can end service with 30 days notice.
1. Audit
We look at where your company shows up on Google Maps in the cities you serve. The Market Visibility Audit is free. It shows the current grid. It is not a forecast, and it does not promise a ranking.
2. Plan
If the work is a fit, we write a plan for the website, the Google Business Profile, and the ads for the jobs you take. We do not sell shared leads. We do not promise that only one contractor in Madison can hire us.
3. Launch
We set up the work in the plan. You buy and own the domain at a registrar you choose, such as Namecheap or GoDaddy. We do not hold the domain, and we do not transfer it. If we build a website, we can move that website to a host you choose after you have been with us at least 90 days and you end service with 30 days notice. Before 90 days the website stays with us.
4. Monthly review
Each month we review what is live: the map listing, the pages, and the ads. We do not bill per lead or per estimate.
Services for Madison contractors
SEO Services for Insulation Companies
For Madison, put heating-season searches on the core pages, because that is the larger degree-day load on this page.
Google Business Profile Optimization
The Google Business Profile for a Madison company should list the services that match the heating load shown in the degree days, in the words customers search.
Google Ads Management
Google Ads for Madison capture people who are searching now. They do not replace the map grid, and they are not sold as pay-per-lead.
Facebook & Instagram Ads
Facebook and Instagram ads for a Madison contractor should target the towns you serve in Wisconsin, with an offer that matches a job you want more of.
Website Development
The Madison site should read like zone 5A, with proof and a clear next step, on a phone.
Reputation Management
In Madison, a profile with recent reviews gives a searcher something to check before they call. The work is a steady ask, not a burst of fake feedback.
Results from other markets
These are real client results from the markets named. Client companies are not identified, and results vary by market.
Spray foam marketing in Madison: FAQ
What climate zone is Madison in, and why does it matter for my marketing?+
Dane County is in IECC climate zone 5A (U.S. Department of Energy and PNNL, 2022). Climate zone drives what insulation work homeowners ask about, so it shapes which services and keywords to put first on your website and in your ads.
Is heating or cooling the bigger driver in Madison?+
NOAA's 1991-2020 normals for the nearest weather station show 7,138 annual heating degree days and 627 annual cooling degree days. Heating is the larger number, which is a useful starting point for choosing what to promote.
How old are the homes in Madison, and does it change what I should sell?+
The Census Bureau's 2024 American Community Survey estimates a median build year of 1983 and 48% of homes built before 1980 in Madison. That is near the national mix, so cover both retrofit and new construction.
Do most people in Madison own their homes?+
The 2024 American Community Survey estimates that 44% of occupied homes in Madison are owner-occupied, compared with 65% nationally. Owners are usually the ones who buy insulation work, so this is the size of the group your marketing is aimed at.
How big is the Madison market?+
The U.S. Census Bureau estimated 286,233 residents in Madison on July 1, 2025. Population is only one input. The audit shows how many positions you actually hold on Google Maps across the area.
Do you have an office in Madison?+
No. Our office is in Vancouver, Washington. We work with spray foam and insulation contractors across the United States and Canada.
How do I see where my company ranks in Madison?+
Run the free Market Visibility Audit. It checks your Google Maps ranking at a grid of points around your business and shows the map in a few minutes.
Other areas in Wisconsin
See where your company ranks in Madison.
Get a free market visibility audit and see where you show up, and where you do not, across your service area.
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