How to Run Google Ads for Kitchen Renovations

Count measure-up requests before anything else

Google's bidding goes after what it can count. If it can't see which clicks ask for a measure-up, it buys the cheap ones, and cheap kitchen clicks are cabinet shoppers and people using free design software.

A conversion is the action you want from a click. For a kitchen renovator, that is a call, a measure-up request or a showroom booking.

1. In Google Ads, open Goals, then Conversions, and create a conversion action.
2. Add your measure-up or consultation form, counted when it is sent.
3. Add calls from ads and from your website, with a minimum call length.
4. If you have a showroom, add showroom appointment bookings.
5. Mark these primary. Brochure downloads and gallery views are secondary.
6. Send a test form and make a test call.

Then keep a lead list and follow each lead through: measured, quoted and for how much, signed or lost. A full kitchen and a caller asking if you sell single cabinet doors both show as one conversion. With steady volume, upload the quoted and signed leads so bidding learns from real kitchens.

Settings that stop a kitchen budget leaking

1. Search only. Under Networks, untick Search Partners and the Display Network.
2. Where you'll drive for a measure-up, presence only. Under Locations, add those cities or zip codes. Under Location options, select "Presence: people in or regularly in your included locations". Without it, your ads reach people who are only interested in your area.
3. Auto-apply off. Under Recommendations, open Auto-apply and untick every box, so nothing is added or changed without you.

Kitchen research happens at night and on weekends, often on a couch with a tablet. With a form on the page, let the ads run then and call back the next morning.

How to run Google Ads for kitchen renovations with one job per ad group

An ad group is a set of keywords that share the same ads. Full kitchens, countertops and cabinet doors are different budgets and different buyers. One ad group and one landing page each.

A "stone countertop" search should see a countertop ad and land on a countertop page, not a gallery of every kitchen you have built.

Skip what you don't do. If you only take full kitchens, build that one ad group well and block the rest.

Keywords: what a homeowner ready for a measure-up types

A keyword is the phrase you give Google. A search term is what was typed.

Add a hiring word, because bare product words bring shoppers:

• kitchen remodeling contractor
• kitchen renovation company near me
• kitchen remodelers [your city]
• quartz countertop installation
• cabinet refacing company
• custom kitchen design and build

"Kitchen cabinets" alone is a shopping search. "Kitchen cabinet installers" is a hiring one.

Match types:

• Exact match shows your ad for that search or its close meaning.
• Phrase match shows it when the search contains your phrase's meaning plus other words.
• Broad match shows it for anything related: stores, appliances, design apps. Leave it off.

Start on phrase and exact. As leads turn into measure-ups and quotes, add those search terms as exact match keywords.

Kitchen searches to block from day one

A negative keyword blocks a search. Add these at the account level before any ad runs:

• Cabinet and flat-pack shoppers: ikea, rta, ready to assemble, for sale, wholesale, outlet, home depot, lowes, used, second hand.
• DIY: how to, diy, install yourself, tutorial, video.
• Self-planners: design software, free design, planner, template, app, layout tool.
• Browsers: ideas, pictures, inspiration, pinterest, trends.
• Appliance shoppers: refrigerator, oven, dishwasher, range, appliance.
• Job seekers and students: jobs, hiring, salary, apprenticeship, course.
• Other kinds of kitchen: commercial kitchen, restaurant, play kitchen, outdoor kitchen, if you don't build them.
• Other companies' names.

Add each as a phrase match negative, trimmed to its core word. "Rta" and "ikea" are short and do a lot of work.

Then check the search terms. Daily or every other day for two weeks, weekly after:

1. Open the search terms report under Insights and reports.
2. Sort by cost.
3. Ask: does this person want someone to build or fit it for them?
4. If not, block the core word.

Writing kitchen ads

A responsive search ad takes up to 15 headlines and 4 descriptions.

• Say the job: "Kitchen Remodeling", "Quartz Countertops Installed".
• Say the place: your city.
• Say what makes you a safe choice: licensed and insured, design through to install, your own installers, a showroom to visit. Only true claims.
• Offer the first step: "Book a free measure and quote."

One ad for each ad group. After a few weeks, add a second and compare.

Add the extras, called assets:

• Sitelinks: four or more, such as "Kitchen Gallery", "Countertops", "Our Process" and "Book a Measure".
• Callouts: "Free Measure and Quote", "Design to Install", "Licensed and Insured".
• Call asset: your number on the ad.
• Image assets: if your account offers them, show finished kitchens. This is a visual sale.

The landing page: one kitchen job per page

Build one page per ad group.

• The headline matches the search. A "butler's pantry" click lands on a pantry page.
• Phone number at the top, tap to call.
• A measure-up form without scrolling: name, phone, address, what they want done, when they want to start. A rough budget range helps you sort leads.
• Photos of your own kitchens of that kind, before and after.
• Real reviews.
• Your process in a few steps: measure, design, quote, install. Say roughly how long the kitchen is out of use, since everyone asks.
• Showroom address and hours, if you have one.
• No menu and no links away.
• Fast on a phone.

Google scores the match between keyword, ad and page. A close match earns cheaper clicks.

Budget and bidding

Set the budget from measure-ups needed times what you can pay for one. Fund it for a few months, because kitchens take time to sign.

1. Maximize Conversions from the start. With tracking working, Google bids toward measure-up requests and calls. Leave it for two to three weeks.
2. If a new account won't spend. Switch to Maximize Clicks with a cap on the bid per click, and return once leads arrive.
3. A target cost per lead. After about 30 conversions in 30 days, set a Target CPA 15 to 20 percent above your recent cost per lead. Too tight a target and Google stops spending. Lower it gradually each month while leads keep coming.

If you never reach 30 leads in 30 days, stay on Maximize Conversions and judge by quotes and signed kitchens. Don't bid by hand.

A routine for each week and each month

Weekly:

• Check search terms and block the shoppers and self-planners.
• Mark each new lead: worth a measure-up or not.
• Call new leads the same day and book the measure while they are keen.

Monthly:

• Update the list with quotes sent and kitchens signed.
• Add searches that became measure-ups as exact match keywords.
• Compare cost per lead and cost per signed job across full kitchens, countertops and cabinets.
• Pause an ad group that spends without measure-ups.
• Test tracking with a form and a call.
• Add your latest finished kitchen to the right page.
• Review bidding stage and budget.

Seasons and timing: how to run Google Ads for kitchen renovations across the year

• January and February: people decide the kitchen is this year's project. Be live and funded from the first week of January.
• Spring: the busiest inquiry season, for kitchens to be done by summer.
• Late summer and early fall: the "ready before the holidays" rush. People want to host in the new kitchen, so they search well ahead. Tell them your lead time on the page.
• November and December: few new inquiries. Lower the budget and update photos.

Count back from when you want to be installing. A lead today is a measure next week, a quote the week after, and an install some weeks later.

Or have software do all of this

That is how to run Google Ads for kitchen renovations by hand: count measure-up requests, lock the settings, split the work by job, block the cabinet shoppers, and tighten bidding as the data comes in. It takes regular time, most of it reading search terms.

Local Service Ads AI reads those searches every morning and asks before any change, unless you tell it to go ahead. See Google Ads for kitchen renovations.