Component shoppers
“Kitchen cabinets”, “quartz countertops” and “backsplash ideas” are people buying parts. They click a remodeler’s ad, see a $60k starting price and leave. The click still cost $30.
Full remodels at $40k to $120k. Clicks at $15 to $50. Months of research before a call.
A kitchen remodel is the biggest project most homeowners ever buy, and they spend four to six months looking at Houzz and Pinterest before they talk to anyone. Google is full of cabinet refacers, countertop fabricators, IKEA planners and HomeAdvisor along the way, all bidding on “kitchen remodel”.
We build campaigns around full-remodel intent, give the researcher reasons to come back, and track every design consultation to a signed contract and a finished kitchen.
Projects from $30k to $120k+. The upside is real. So is the waste, and here’s where it usually comes from.
“Kitchen cabinets”, “quartz countertops” and “backsplash ideas” are people buying parts. They click a remodeler’s ad, see a $60k starting price and leave. The click still cost $30.
Houzz, HomeAdvisor and Modernize sell the same homeowner to four firms. If your ad and page look like theirs, you are competing on price before you ever meet.
The cabinet order is late, the plumbing moves, the client adds an island. A project won on a tight bid has little margin left for a lead cost that doubled because of junk clicks.
Full remodel first, everything else second: Design-build and full kitchen remodel campaigns get the budget. Cabinet refacing and countertops get excluded unless you actually sell them as standalone jobs.Pages for the four-month researcher: Project galleries with real budgets, a “what a $60k kitchen looks like here” page, and remarketing so the person who looked in March remembers you in June.Negatives for parts and ideas: “Ideas”, “ikea”, “cabinets only”, “countertop” as a product, “refacing”, “diy”, “cost calculator”, “lowes” and apartment searches, reviewed every week.Track to the signed contract: Call tracking, consult booking and your CRM (Buildertrend, CoConstruct, JobTread, HubSpot) so Google learns from contracts, not from people who downloaded a brochure.Examples from kitchen remodeling 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.
In a metro with real competition, $5,000 to $12,000 a month is the range where results become predictable. The clicks are expensive and the sales cycle is long, so we usually ask for a full quarter before judging the numbers.
No. One kitchen remodeling company per metro. If a design-build firm in your market is already with us, we say so before you spend a dollar.
Consult requests show up in the first few weeks. Signed contracts usually take 60 to 120 days from the first click, because that is how long people take to decide. Remarketing and follow-up carry the gap.
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 kitchen remodeling accounts. Never a junior.