Did you know that over half of all Google searches have local intent? This statistic should make every local business sit up and take notice. If you're in the business of transforming kitchens and houses into dream homes, this means a significant portion of your potential clients are actively seeking nearby services.
But here's the problem: if your digital presence isn't up to scratch, you're invisible to this eager audience. So, how can you cut through the digital noise and get noticed by homeowners in need?
In this guide we'll take you step-by-step through the essentials of advertising for kitchen remodellers, and show you how to create a strong online presence that will transforms searches into successful projects.
Understanding Local Advertising
Local contractor advertising has come a long way from the days of Yellow Pages and newspaper ads. It's now all about being where your customers are—online. The shift from traditional to digital methods has been monumental, with a whopping 97% of people learning more about local companies online than anywhere else [SEO Tribunal].
For kitchen renovation companies, this digital landscape is a bit like a newly renovated open-plan living space - full of potential but requiring careful navigation:
Challenges
Standing out in a market that's as crowded as a bustling high street
Building trust with potential clients who can't physically see your handiwork
Getting to grips with online advertising platforms (it's not rocket science, but it's not far off!)
Opportunities:
Targeting homeowners in your service area with laser-like precision
Running campaigns that won't break the bank and show tangible returns
Showcasing your portfolio to an audience wider than your local community
Crafting and managing your online reputation
When we compare digital to traditional advertising ROI, the numbers are as clear as a freshly cleaned window. While a newspaper ad might set you back hundreds of pounds with limited reach, a well-optimised Google My Business listing can drive significant traffic at no cost. Here's a nugget of wisdom: 78% of local mobile searches result in offline purchases. That's a direct line from digital presence to a contractor's bottom line.
Let's consider the case of S…..n Kitchen Improvements, a small contracting firm in the Midlands. They were stuck in the dark ages with their local radio ads but decided to try digital. By embracing an online strategy, they saw a 150% increase in qualified leads within six months.
How did they do it? They rolled up their sleeves and got to work:
Optimising their Google My Business profile
Running targeted local search ads
Regularly updating their social media with before-and-after photos and glowing client testimonials
Main Digital Advertising Channels for Contractors
Google My Business as Your Digital Storefront
Your Google Business Profile (GBP) profile is your shop window in the digital high street. It’s often the first impression you make on potential clients, so it should shine like a freshly renovated kitchen. Here's a very brief overview of how to make the most of it:
Claim and verify your listing
Provide accurate and complete information, including services, hours, and service area
Add high-quality pictures of your work and team (show off those stunning renovations!)
Encourage happy clients to leave reviews (word of mouth in the digital age)
Respond to all reviews - positive and negative - to show you care
Post regular updates about your services, projects, and special offers (keep it fresh)
Sign up at the bottom of this page for our daily tips to help you set up and optimise your Google Business Profile. You'll receive bite-sized pointers you can tackle during your tea break, and within three weeks, you'll have a fully optimised profile ready to attract new clients.
Local SEO to Dominate Your Service Area
Local SEO is all about making sure your business pops up when someone searches for "kitchen renovation near me" or "kitchen remodelling in [your city]". Key local SEO tactics include:
Optimising your website for local keywords (e.g., "kitchen conversion in Birmingham")
Building local citations (consistent mentions of your business name, address, and phone number across the web)
Creating location-specific content (e.g., blog posts about home renovation trends in your area)
Earning backlinks from local businesses and organisations (it's all about who you know)
Mobile optimisation is vital. With most local searches happening on smartphones these days, you'll want to ensure your website responds well and loads quickly on mobile devices.
Here's something worth noting: 53% of mobile users will leave a website that doesn't load in less than three seconds.
Google also tends to push slower websites further down in search results, which means your website and Google Business Profile could suffer. The solution? Keep your website fast and responsive.
Pay-Per-Click Advertising for Immediate Visibility
Pay-per-click (PPC) advertising, mainly through Google Ads, offers immediate visibility for you. It's like putting up a billboard, but one that only charges you when someone takes a closer look. Here's how to set up an effective PPC campaign:
Choose relevant keywords (e.g., "emergency plumber", "kitchen renovation estimate")
Create great ad copy that highlights your unique selling points
Use location targeting to focus on your service area or your competitors
Implement ad extensions (e.g., call extensions, location extensions) to provide more information
Set up tracking to measure your return on investment
Remember to use negative keywords in your PPC campaigns—they help prevent irrelevant clicks. For example, if you specialise in high-end renovations, you could add "cheap" or "budget" as negative keywords.
Crafting Compelling Ads for Kitchen Renovation Services
Home renovation is visually driven, so your ad content needs to be eye-catching. Here are some tips to make your ads pop:
Use high-quality before-and-after photos of your projects (show off your handiwork!)
Create attention-grabbing headlines (e.g., "Your Dream Kitchen in Just 3 Weeks")
Highlight your unique selling points (e.g., "Award-Winning Bathroom Designers at Your Service")
Include customer testimonials and reviews (let your happy clients do the talking)
Use clear calls-to-action (e.g., "Get Your Free Quote Today")
Visual content is particularly important for social media advertising. Instagram and Facebook are perfect to showcase your work through photos and videos.
AI-powered tools can help you create and optimise your ad content, much like how power tools make your renovation work more efficient. For more tips on content creation that'll make your ads shine brighter than a newly polished floor, check out Buffer's resource centre.
Measuring Advertising Results
To make sure you are not just wasting money on paid ads, monitor these metrics:
Click-through rate (CTR)
Cost per lead (CPL)
Conversion rate
Return on ad spend (ROAS)
Customer acquisition cost (CAC)
You can use Google Analytics to do that.
Summary: Building a Strong Local Presence is Crucial
Online advertising is essential to stand out and tools like Google My Business, local SEO, and PPC campaigns will help you do that.
Remember, effective local advertising is an ongoing process that requires consistent effort!
Common Questions About Digital Marketing
Q1: How much should a local contractor spend on digital advertising?
The ideal budget varies, but many contractors allocate 5-7% of their revenue to marketing. Start small and increase your budget as you see results.
Q2: How long does it take to see results from SEO?
You can see some improvements within weeks, but significant results typically take 3-6 months. Consistency is key.
Q3: Can I run Google Ads campaigns by myself, or do I have to hire an agency?
Google made it easy for anyone to setp up and manage their campaigns, but a good marketing agency will speed things up and deliver great return on your investment. When deciding, consider your budget and time constraints.
Q4: How can I encourage customers to leave reviews?
Simply ask! Follow up after completing a project and provide easy links to your Google My Business or other review platforms.
Q5: What's the best social media platform for contractors?
A: While it depends on your target audience, many contractors succeed with Facebook and Instagram due to their visual nature and targeting options.
Q6: How often should I create new website content?
Ideally ad new content at least once a month. It will help with SEO and keep potential clients engaged.
Are you ready to improve your online visibility? We have 25 years of experience helping businesses of all sizes grow, and we can help you, too.
Contact us today (the details are at the bottom of the page) for a quick chat about putting you on the map, too.