Big-box and brand sites take the top
They bid on every material name with budgets no shop can match. Fighting for “quartz countertops” alone is paying rent to Google.
Slabs are expensive and the big boxes sell the same quartz. Clicks have to bring buyers.
Countertop shoppers search by material and price, and the first page is Home Depot, Lowe’s, Cambria and Caesarstone. A local fabricator pays $5 to $20 a click to get in front of them, often for someone who only wants to know what quartz costs per square foot.
We target the searches that mean a kitchen is being redone now, send them to a page with real pricing ranges and your own work, and track calls to templated, deposited orders.
Kitchens from $3,000 to $12,000, commercial more. The upside is real. So is the waste, and here’s where it usually comes from.
They bid on every material name with budgets no shop can match. Fighting for “quartz countertops” alone is paying rent to Google.
Material is half the job. A low bid to win the lead, plus wasted clicks to find it, leaves very little for the fabricator.
Homeowners collect three quotes and go quiet. If the follow-up is weak, the ad paid for the competitor’s sale.
Campaigns by material and room: Quartz, granite, marble, butcher block, bathroom vanities, outdoor kitchens. Quartz kitchens get the biggest budget because that is where the orders are.Pricing honesty on the page: Installed price ranges per material, lead times and a photo gallery of local kitchens. The shopper who fits your range calls. The rest leave without costing a quote.Negatives for retail and DIY: Home Depot, IKEA, “slab for sale”, epoxy and paint kits, “how to cut”, remnant hunters, fabricator jobs. Pulled weekly.Deposits tracked: Call tracking, quote forms and a hook into Moraware or your CRM, so bidding learns from deposited jobs.Examples from countertops accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
A fabricator with one install crew in a mid-size city usually does well on $2,500 to $6k a month. Shops with a showroom and multiple crews can push $10k. We tie it to how many kitchens you can template per week.
No. One countertop company per metro. We are not going to bid your shop against the one down the road.
Partly. Builders rarely search Google for a fabricator, but kitchen remodelers do. We run a small campaign aimed at them with a trade pricing page, and the rest of the budget stays on homeowners.
Clicks at $30 to $80. Materials and crews eat most of the job. The ads can’t afford to miss.
How we run it →A small niche with a lot of Amazon in it. Precision matters more than budget.
How we run it →It rains, the phone rings, the franchises bid. Be ready before the storm, not after.
How we run it →Lead vendors sold you the same name three times. Your own ads don’t.
How we run it →Talk to a senior PPC expert who has run countertops accounts. Never a junior.