Guide · 17 Jun 2026
Google Ads for Kitchen and Bathroom Companies: Campaign Structure That Works
How to structure Google Ads campaigns specifically for kitchen and bathroom companies: campaign splits by category, keyword tiers by consideration stage, negative keywords, ad copy that actually differentiates, and the landing page and tracking setup that turns clicks into booked showroom visits.
Written by Cristian Petrila, founder of Basil Studio Co
Split kitchens and bathrooms into separate campaigns. Bid hardest on the people ready to book a showroom visit, not the ones still saving photos to a Pinterest board. Track the actual showroom appointment, not just the form fill, because that's the number that pays your bills. That's the whole idea in three sentences. Everything below is how you actually build it, run it, and stop it leaking money in the places nobody checks.
Why a "Home Improvement" Template Costs You Leads
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FAQ
Frequently asked questions
No. Split them into separate campaigns from the start. They have different price points, different buying triggers, and different photography needs, and a shared campaign makes it much harder to tell which one is actually working.
It varies significantly by area and competition, and cost per lead alone is the wrong number to chase anyway. The more useful question is cost per booked showroom visit against your average project value: a £70 enquiry that never turns into an appointment is worse than a £150 enquiry that does.
Expect a learning phase of two to four weeks where cost per lead is higher than it will settle at, while Google's algorithm gathers conversion data. Meaningful optimisation usually starts once that data is in place, and a clearer read on performance by keyword tier is realistic by around week twelve.
Both, tracked together. Set up call tracking with dynamic number insertion so phone enquiries count alongside form fills, and once volume supports it, optimise toward booked showroom visits specifically rather than either raw conversion type on its own.
"Kitchen ideas" and "bathroom ideas" (unless you're deliberately targeting research-stage traffic), plus "DIY", "how to fit", "cheap", "second hand", "flat pack", and "jobs" or "apprenticeship". None of these will book a showroom visit, but they'll happily eat your daily budget if you let them.
Google Ads if you need leads now, since it can generate enquiries within days. SEO if you're building for the next two to three years, since it takes longer to show results but keeps producing leads without an ongoing cost per click. Most kitchen and bathroom businesses eventually need both, just not necessarily starting at the same time.
Yes. January and February reliably see a spike in demand as new year renovation planning kicks in, with a smaller second spike in September. Weighting budget slightly higher into those windows, and slightly lower in quieter mid-summer and pre-Christmas periods, gets more out of the same annual spend than keeping it flat all year.
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