Everything you need to know about running Meta ads for your kitchen business. Budgets, targeting, creative, seasonal strategy, and the benchmarks that actually matter - all based on real UK campaign data.
Written by the Adhouse team. Agency-trained creatives with 134 million ad views across Samsung, Cadbury, and Skoda. Now running Meta ads for UK home services companies.
The UK kitchen market is worth £4.4 billion and growing at 7.1% per year (source: IBISWorld). There are roughly 1,611 kitchen businesses competing for the same homeowners - and most of them are relying on Checkatrade, Houzz, and word of mouth.
Meta ads work for kitchens because of three things:
Kitchens are visual. A before-and-after of a cramped galley transformed into an open-plan handleless kitchen with a quartz island - that stops the scroll. We have seen this type of creative outperform generic showroom photos by 2-3x on cost per lead. If you have real photos of your own installations, you already have your best ad creative sitting on your phone.
Kitchens are high ticket. The average bespoke kitchen order is around £27,500 (mid-range fitted kitchens start from £8,000) (source: KBB Review). That means a single sale covers months of ad spend. You do not need hundreds of leads - 3-5 good ones per month can fill your diary.
Your buyers are already scrolling. The homeowners planning kitchen renovations - typically 35-65, homeowners, household income £50k+ - spend 30-40 minutes a day on Meta platforms. They are not typing "kitchen fitter near me" yet. They are dreaming. Your ad catches them at the moment they see a kitchen that looks like the one they want. That is earlier than Google, earlier than Checkatrade, and earlier than your competitors.
Google catches people who are already searching. Meta catches them earlier - when they are still dreaming. For a £27,500 product with a 3-6 month decision cycle, reaching people early means you are in their consideration set before your competitors even know they exist.
These numbers come from UK campaign data and industry benchmarks from WordStream, LocaliQ, and our own audit data. They are not American averages or Facebook's own estimates.
At the midpoint - £45 per lead with a 12% conversion rate - a kitchen company spending £1,500/month on ads would generate approximately 33 leads and close 4 sales. At £27,500 per sale, that is £110,000 in revenue from £1,500 in ad spend.
Even at the worst-case end (£65 per lead, 8% conversion), you are still looking at 23 leads, roughly 2 sales, and £55,000 in revenue. The maths works at every point in the range.
Want to see the numbers for your specific budget? Try the Meta Ads Budget Calculator - enter your monthly budget and see projected leads, cost per lead, and ROI for your sector.
There are two costs: the management fee (what you pay your agency or ads manager to create and run the campaigns) and the ad spend (what you pay Meta directly to show the ads).
For kitchen companies, expect to pay between £500 and £2,500 per month in management fees, depending on the level of service. At the lower end, you get basic campaign setup and monthly reporting. At the higher end, you get multiple audience segments, A/B testing, retargeting, landing pages, and weekly strategy calls.
We recommend a minimum of £1,500 per month in ad spend for kitchen companies. Here is why: below that, Meta's algorithm does not get enough data to optimise properly. You need roughly 50 conversion events per month for the algorithm to learn what works. At £45 per lead, that requires about £2,250. At £1,500 you are slightly below optimal but the algorithm still functions.
If you can afford £2,500-£3,000 per month in ad spend, that is the sweet spot. You get enough data for proper optimisation, you can test multiple creative variations, and you can afford to run retargeting campaigns alongside your prospecting campaigns.
A realistic monthly budget for a kitchen company running Meta ads is £2,000-£5,500 per month (fee + ad spend combined). That sounds like a lot until you remember that a single kitchen sale covers 5-14 months of total spend. You only need to close one deal per quarter to be profitable.
Kitchen targeting is different from every other home improvement trade because of the showroom. Most kitchen sales happen after a showroom visit. That means your radius needs to match your realistic showroom catchment - not some optimistic 50-mile circle.
If you have a showroom, your targeting radius should match how far people actually drive to visit it. For most kitchen showrooms outside London, that is 15-25 miles. In general, lead quality drops significantly beyond the showroom catchment. Tighter radius means fewer leads but higher conversion to actual showroom visits.
This is the targeting mistake almost every kitchen company makes: running one campaign for all buyers. A couple planning a £45,000 bespoke kitchen with hand-painted Shaker cabinets is a completely different buyer from someone looking for a £12,000 fitted kitchen from a catalogue. Different budget, different motivations, different interests. Run separate campaigns. The bespoke buyer responds to craftsmanship, provenance, and design heritage. The fitted buyer responds to value, speed of installation, and range of styles. Same company, two completely different ads.
Kitchen buyers take 3-6 months to decide (source: Houzz UK). That means retargeting is not optional - it is essential. Anyone who visited your website, watched 50%+ of a showroom video, or opened a lead form without submitting should see a second ad. But not the same ad. Show them a different kitchen. Show them a testimonial. Show them a "book your free design consultation" offer. Each touchpoint builds familiarity. Retargeting for kitchens costs 50-70% less per lead than cold prospecting because the homeowner already knows your name and has seen your work.
We have spent years studying what makes people stop scrolling and start enquiring about kitchens. The answer is not complicated, but almost nobody does it properly.
Before-and-after. A cramped, dated galley kitchen with brown laminate worktops on the left. A light-filled open-plan with a quartz island and handleless cabinets on the right. That single image does more selling than any headline. We have seen before-and-after creative outperform generic showroom photos by 2-3x on cost per lead. If you are not shooting your own installations before you rip out the old kitchen, you are throwing away your best marketing asset.
Spend £300-500 on a professional photographer for your next three installations. That gives you 50-100 images that will power your ads for 6-12 months. Alternatively, shoot on your phone in natural daylight with the kitchen styled (coffee cup, cookbook, plant on the island). Not perfect, but dramatically better than stock.
Kitchen demand is not flat throughout the year. Understanding the seasonal pattern lets you spend more when demand is high and less when it drops off - instead of wasting budget in quiet months or missing the peak entirely.
New year resolutions, tax rebates, and the "new year, new home" mindset drive the strongest demand of the year. January is particularly strong because people have spent two weeks staring at their old kitchen over Christmas. This is when you should spend the most on ads. Increase your budget by 30-50% during this period.
Back-to-school settled, summer holidays over, and people start thinking about home projects before Christmas. This is your second-best window. Push budget up by 20-30%.
Demand dips in summer as people go on holiday and spend time outdoors. Do not switch off your ads entirely - reduce spend by 20-30% instead. The leads that come in during summer are often higher quality because they are from people who are genuinely planning, not just browsing.
Mixed. November can be decent (people planning New Year projects). December drops off sharply as attention turns to Christmas. Consider running "New Year, New Kitchen" campaign teasers in mid-December to capture early January demand.
Even in quiet months, keep your ads running at a lower budget. Meta's algorithm needs continuous data to optimise. Switching off and restarting forces the algorithm to relearn from scratch, which wastes the first 1-2 weeks of budget every time. Reduce spend, do not eliminate it.
We have audited dozens of kitchen company ad accounts. The same mistakes come up again and again.
Ad fatigue is real. After 2-3 weeks, the same audience has seen your ad multiple times and starts ignoring it. Your cost per lead creeps up and you think "Facebook ads don't work." They do work. You just need fresh creative. Plan to rotate 3-5 ad variations per month.
"Everyone aged 25-65 within 50 miles" is not a targeting strategy. You are showing kitchen ads to renters, students, and people who just bought a house with a brand-new kitchen. Narrow your audience using the interest and demographic layers described above. A smaller, more relevant audience always outperforms a massive, vague one.
Your homepage has navigation, multiple products, and distractions. Your ad promised something specific - send people to a dedicated landing page that matches the ad. If your ad shows a handleless kitchen, the landing page should show handleless kitchens, a price guide, and a clear form. Nothing else.
A Meta lead is not like a Google lead. They did not search for "kitchen fitter near me." They were scrolling, saw something beautiful, and submitted their details on impulse. If you do not call them within 2 hours, they have already forgotten they enquired. The difference between calling in 10 minutes and calling the next day is often the difference between a showroom visit and a dead lead.
Cost per lead is not the only metric that matters. A £30 lead that never answers the phone is worth less than a £65 lead who books a showroom visit. Track cost per showroom visit and cost per sale, not just cost per lead. The cheapest leads are rarely the best leads.
Most kitchen companies use some combination of Checkatrade, Houzz, Google Ads, and referrals. Here is how Meta ads compare on the metrics that actually matter.
| Factor | Meta Ads | Google Ads | Checkatrade | Houzz |
|---|---|---|---|---|
| Leads exclusive to you? | Yes - 100% | Yes | Shared | Shared |
| Cost per lead | £30-65 | £50-120 | £70-120/mo + leads | £50-200 |
| Lead quality | Good (warm) | High (search) | Price shoppers | Medium |
| Volume control | Full control | Full control | None | Limited |
| Brand building | Strong | Minimal | Their brand | Some |
| Retargeting? | Yes | Yes | No | No |
| Lock-in contract | No lock-in | No lock-in | 12 months | Varies |
| Visual creative | Your best work | Text only | Template | Portfolio |
The verdict: Google Ads and Meta ads are complementary - Google catches active searchers, Meta creates demand earlier. Checkatrade and Houzz make less sense for bespoke kitchen companies because the leads are shared and the listing format does not showcase your craftsmanship.
Curious whether other kitchen companies in your area are already advertising on Meta? Use our free Competitor Spy Tool to check any company's Meta Ad Library presence in seconds.
If you have read this far and thought "this sounds right but I do not have time to do all of this myself" - that is exactly why Adhouse exists. We run Meta ads for kitchen companies so you can focus on design consultations and installations.
Everything in this guide - the targeting, the creative, the seasonal strategy, the follow-up - we handle it. You get a dedicated creative (not an account manager who has never made an ad) and numbers you can actually read.
Market data: IBISWorld, Companies House. Order values: Checkatrade, KBB Review. CPL benchmarks: WordStream, LocaliQ. All figures as of early 2026.
Everything you just read - the targeting, the creative, the seasonal strategy - we handle it. You focus on fitting kitchens.
Get your free ad auditManagement fees range from £500-£2,500 per month. On top of that, we recommend at least £1,500/month in ad spend. Cost per lead typically falls between £30-65. A well-run campaign targeting bespoke kitchens can expect around £45 per lead.
Most kitchen companies have. That is why there is no lock-in. Month-to-month. If it is not working by month two, leave. No hard feelings. If you do not see new enquiries within 60 days, walk away.
Checkatrade charges £70-120/month, locks you in for 12 months, and sends each lead to multiple companies. Houzz is similar - shared listings, no exclusivity. With us, leads come through your own ads to you only. They have already seen your kitchens. No sharing.
First ads live within 2-3 weeks. Most clients see new enquiries in month one. Results improve every month as Meta's algorithm learns what works for your audience.
We adjust budgets seasonally - heavier in January-April and September-October, lighter in summer. You stay visible year-round without overspending in quiet periods. And remember: month-to-month, so you can pause any time.
Ideally, yes. Good photography is the single biggest driver of ad performance for kitchens. But even well-lit phone photos of your best projects will outperform stock images. We can advise on what to shoot and how.
We use AI to generate dozens of ad variations and test what works - faster than any agency could. But every ad goes through our founder. The taste is his. The speed is the machine's.
Guides, benchmarks, and strategies for kitchen company advertising.
Real cost-per-lead data for UK kitchen companies. What to expect at different budget levels.
Read moreWhen to use each platform. The pros, cons, and which one wins on ROI for bespoke kitchens.
Read moreThe headlines, hooks, and calls to action that work for high-end kitchen brands on Meta.
Read moreThe 7 most common reasons and how to fix each one. Based on real ad account audits.
Read moreInterest stacking, lookalikes, and life-event targeting for kitchen companies.
Read moreShared leads vs exclusive leads. Which one actually gives you better ROI?
Read moreLeave your details and we will look at your ads and tell you what we would change. Free.
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