Franchise budgets
The national brands pay $10 to $30 a click and do not care. You cannot outspend them. You can out-target them and answer the phone faster.
Walk-ins at $3k to $10k, whole-home at $20k+. Franchises bid on everything. Be local.
California Closets and Closets by Design spend more on Google in a month than most independents spend in a year. They are on every term, including yours. Underneath them are IKEA Pax shoppers, Elfa shoppers and people who want a $40 shoe rack.
We find the gap: searches with real design intent, ads that say you are local and faster, and tracking from the consult booking to the signed order.
Orders from $2,500 to $25k. The upside is real. So is the waste, and here’s where it usually comes from.
The national brands pay $10 to $30 a click and do not care. You cannot outspend them. You can out-target them and answer the phone faster.
“Closet organizer” and “closet system” are mostly IKEA, Elfa and Amazon traffic. They cost the same as a real lead and never book a consult.
An hour in someone’s home for a $900 reach-in is barely worth the drive. Qualification has to start in the ad and on the page.
Campaigns by room: Walk-in closets, reach-ins, garages, pantries, home offices, Murphy beds. Separate budgets so the $12k garage gets more than the reach-in.Local beats franchise: Ads that name your showroom, your city, your lead time and that the owner shows up. The national brands cannot say any of that.Negatives for retail: “ikea”, “elfa”, “container store”, “diy”, “rod”, “shelf”, “organizer” as a product, and rental-friendly searches. Mined weekly.Track the signed order: Consult bookings through your scheduler, call tracking, and your design software or CRM, so Google learns from orders over $3k.Examples from custom closets 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.
Plan on $3,000 to $8,000 a month in a metro where the franchises are active. Smaller markets can work on $2,000. Below that, the click prices make it hard to learn anything.
No. One custom closet company per metro. If a franchise location or another independent is already our client there, we will say so before you sign anything.
Starting ranges, yes. “Walk-ins from $3,500” scares off the shoe-rack crowd and reassures the serious buyer. We test the wording and let consult quality decide.
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 custom closets accounts. Never a junior.