This may or may not apply to your situation.
Could be the term you're concerned about is too general and not necessarily what people use when searching for a kitchen remodeler, floor installer or a general contractor.
I think some general keyword phrases that appear to have a lot of search inventory are not necessarily with the intent we may think it has. It could be the user wants a home improvement loan. If that's the case
then it might make sense to show informational sites.
When I type "home improvement" in Google, Google Suggest offers home improvement loans as an alternate search. Google Suggest offers home improvement loans, home improvement stores and home improvement license. In my opinion that suggests there is ambiguity in the phrase Home Improvement
Ambiguity can be a problem for shorter phrases. Maybe ambiguity isn't the correct word... Multiple meanings (pointing to multiple user intents) is what I really mean. When the query is general in nature then the meaning, what the user wants, can be unclear. The search engines use the data from past searches in order to understand what it is users mean when they type general phrases. Sometimes a high traffic phrase, particularly a short phrase, is not what we think it is. If that's the case then that explains why the results may not match up to what we expect. (As I recall, the user intent focus intensified soon after Larry Page became CEO at the time.)
Interestingly, the phrase Home Improvement has been losing searches
[google.com]. That could be a sign that Google searchers are abandoning that phrase for more exact phrases.