Wellness traffic
“Sauna benefits” and “sauna vs steam room” are curiosity, not purchase. On broad match they are most of your clicks.
Custom builds at $8k to $40k. Prefab kits at $4k. Costco bids on the word sauna.
Saunas are having a moment, which means the search results are full of wellness articles, Costco barrel kits and Amazon infrared cabinets. The customer who wants a cedar room built into the basement or a Finnish outdoor sauna by the lake is in there, but you have to pay for the browsers to find them.
We split custom builds from prefab and installation-only, write ads for buyers with a budget and a site, and track each design call to a signed order.
Jobs from $4k to $40k. The upside is real. So is the waste, and here’s where it usually comes from.
“Sauna benefits” and “sauna vs steam room” are curiosity, not purchase. On broad match they are most of your clicks.
Almost Heaven, Costco, Sun Home and Amazon bid $5 to $20 on “outdoor sauna”. Their customer wants a pallet delivered. Yours wants someone to build it.
Cedar, heaters, glass and electricians are expensive. A buyer who researches for four months and then takes the low bid leaves no room for wasted ad spend.
Custom, prefab, install-only: Three campaigns. Custom indoor and outdoor builds get the budget. Prefab kits with installation and install-only for people who already bought one get smaller budgets with their own pages.Talk to the project: Ads about basement saunas, outdoor saunas, cold plunge add-ons and electrical requirements. People planning a build recognize their plan.Negatives for articles and kits: “Benefits”, “near me” gym searches, “costco”, “amazon”, “blanket”, “portable”, “membership” and “spa day”, cut weekly.Track the order: Call tracking, consult booking and your quoting tool, plus remarketing so the four-month researcher sees you again when they are ready.Examples from sauna installation 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.
Search volume is modest, so $1,500 to $4,000 a month covers most metros, with a bit more in cold-weather markets from September to February. We would rather you spend less on tight terms than more on wellness traffic.
No. One sauna company per metro. Sauna buyers often search a wide area, so we define the territory with you before starting.
Yes. Install-only is a small but easy campaign: people with a crate in the driveway and no electrician. It pays for itself and some of them upgrade to a custom build.
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 sauna installation accounts. Never a junior.