Let's TalkLet's TalkKitchen searches mix homeowners planning a full remodel with people shopping for cabinets, countertops and appliances, DIYers and people looking for design inspiration. Google Ads for a kitchen remodeler has to find the first group - and stay with them through a decision that takes months.
We go through the search terms you paid for, the consultations they produced and what became of them, and show how much went on cabinets, countertops, appliances, DIY, inspiration and job searches, which campaigns produced signed kitchens and what to change first. You get a recorded walkthrough; there is no call to sit through.
Four failures we see repeatedly in this vertical, and what each one actually costs.
'White kitchen cabinets', 'quartz countertops price', 'kitchen ideas 2026', 'IKEA kitchen planner' and 'kitchen designer jobs' come from people shopping for a product, browsing for ideas or looking for work. Without careful exclusions, these searches can take most of the budget before a homeowner planning a full remodel has seen your ad.
A homeowner may click an ad, visit a showroom weeks later and sign months after that. Accounts that judge campaigns on enquiries in the same week cut spend on the very campaigns that start long, valuable projects. Kitchen remodeling needs longer measurement windows and imported contract data.
Full remodels, cabinet refacing, countertop replacements and small updates are worth very different amounts. In one campaign, the cheapest conversions win the budget - often small jobs and product enquiries - while full remodels get whatever is left.
Beautiful kitchen photos with a 'free design consultation' button attract browsers. Homeowners ready to remodel want to know what a project like theirs costs, how long it takes and how disruption is managed, and they book with the company that tells them.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
Kitchen keywords attract cabinet shoppers, countertop buyers, appliance hunters and inspiration browsers. We build tight keywords and exclusion lists from the search terms you actually pay for, so the budget reaches homeowners planning a full project.
We import consultations, proposals and signed contracts with their values over long windows, so campaigns that start months-long decisions are judged on the projects they produce rather than cut for slow early results.
We set up remarketing with genuinely useful content - real local projects, budget guides, planning checklists - so homeowners who visited months ago still think of you when they are ready, without being chased.
Recent searches sorted into remodels, products, DIY, inspiration and jobs.
Negative lists built and reviewed monthly.
Full remodel, refacing and countertop campaigns.
Budget ranges, timelines and consultation questions.
Projects and guides for people still deciding.
Signed kitchens fed back for bidding.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Google's current US list includes kitchen remodeling, with countertop services listed separately. Where available they charge per lead rather than per click and show a Google Verified badge. Compare them with search campaigns on cost per signed kitchen.
Searches about the cost of a kitchen remodel come from homeowners moving from ideas to planning. A landing page with honest budget ranges and what drives them converts those searches into qualified consultations.
If you have a showroom, a campaign aimed at nearby homeowners with hours and what they can see brings visitors who are often close to deciding.
The cheapest kitchen leads are often product shoppers. Importing signed projects teaches bidding which searches lead to full remodels.
None of our case studies is a kitchen remodeler. The nearest Google Ads engagement is an auto dealership, where tightly targeted search campaigns produced 1.22M clicks at a 0.90% click-through rate, 627% ROAS and $617K in revenue. The transferable lesson is targeting discipline - paying only for searches from people ready to buy, which in kitchen remodeling means filtering out product and inspiration traffic first.
Read the full case studyYes, when product, DIY, inspiration and job searches are excluded, campaigns focus on full projects and results are measured on signed kitchens over realistic timeframes. Search ads reach homeowners at the moment they move from ideas to planning, which is exactly when a remodeler wants to be found.
Cabinet, countertop and appliance product searches if you do not sell them separately, DIY and planner tools, inspiration and design-trend searches, home improvement store names and job searches. Review the search terms report monthly, because new trend and product searches appear constantly.
Over long windows and on signed contracts. Import consultations, proposals and signed projects with their values as offline conversions, so bidding and reporting reflect what campaigns actually produce. Judging campaigns on same-week enquiries cuts spend on the ads that start the biggest projects.
Ranges on the landing page work better than prices in the ad. Explain what drives the budget and give honest ranges for typical projects. Homeowners researching cost appreciate the honesty, and the consultations that follow start from realistic expectations.
Google's current US list includes kitchen remodeling, so many remodelers can, though availability varies by area. They charge per lead rather than per click, and invalid leads are not charged. Compare them with search campaigns on cost per signed kitchen.
Yes, carefully. Kitchen decisions take months, and remarketing with useful content - local projects, budget guides, planning checklists - keeps you in mind. Limit how often ads are shown so it feels helpful rather than persistent.
Real local kitchens with before and afters, what a remodel includes, budget ranges and what drives them, typical timelines, how disruption is managed, licence and insurance details, genuine reviews and a consultation form asking scope, budget range and timing.
Yes, if you offer them. They attract different buyers and budgets from full remodels. Separate campaigns let each be judged on its own results and keep smaller jobs from taking the full-remodel budget.
Enough to keep your design and installation capacity filled, judged on cost per signed kitchen over several months. Start with your most profitable project types and areas, then expand. Because projects are valuable, even a modest budget can pay well when targeting is tight.
Carefully. Ads that promote credit offers such as loans are covered by Google's personalised advertising rules for consumer finance in the US and Canada, which restrict targeting by age, gender, parental or marital status and ZIP code. Many remodelers keep ads about the kitchen and explain payment options on the landing page. Any financing claim must also be accurate and complete.
Selectively. Searches for particular styles - shaker cabinets, kitchen islands, open-plan layouts - often come from homeowners who are still gathering ideas. They can work as part of a nurture strategy when the landing page shows local projects in that style and invites a planning conversation, but judge them on consultations and signed projects rather than clicks.
Consultations can start within weeks, but signed projects often take months because homeowners compare designs and arrange finance. Judge campaigns over a full quarter or more, using consultations and proposals as early signals.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.