Facebook Ads vs Google Ads for Kitchen Companies

Demand creation vs demand capture

Last updated: April 2026.

This is the most important distinction and it is worth understanding before you spend a penny.

Google Ads captures existing demand. Someone types "fitted kitchens near me" into Google. They have already decided they want a kitchen. Your ad appears, they click, you have a lead. These people are ready to book a showroom visit.

Facebook Ads creates new demand. A homeowner scrolls through their feed and sees a before-and-after of a galley kitchen you ripped out and replaced with an open-plan design. They were not thinking about a new kitchen five seconds ago - now they are. Different type of lead, different follow-up required.

Here is what we find in practice: kitchen companies that only run Google Ads get fewer leads but they close faster. Companies that only run Facebook get more leads but need to nurture them. The smart ones do both - Facebook fills the top of the funnel, Google catches the people who are ready to buy. We ran both platforms for a campaign where Google delivered a 20.59% CTR (5.5x the industry average per WordStream) alongside a Facebook campaign that converted at 28.6%. Different platforms, different strengths, same end result: the phone rings.

What each platform costs

Facebook Ads (Meta)

Kitchen companies in the UK typically pay £30 to £65 per lead on Facebook and Instagram. The variation depends on your location, your targeting, and the quality of your creative. Companies with strong before-and-after photography and video content tend to sit at the lower end. Companies running generic stock imagery pay more.

A monthly budget of £1,000 to £2,000 is enough to generate a consistent flow of leads. You can start with as little as £500 per month to test the waters.

Google Ads

Kitchen-related keywords are competitive on Google. Cost per click ranges from £5 to £20, and not every click becomes a lead. With a typical conversion rate of 5 to 12 percent, you need 8 to 20 clicks per lead. That puts the cost per lead at £50 to £120.

You need a minimum budget of around £1,500 per month to be competitive on Google for kitchen keywords. Anything less and you will not get enough clicks to learn what works.

Use the ad budget calculator to see what a realistic monthly spend looks like for your area.

Lead quality differences

This is where the conversation gets interesting - because cheaper leads are not always better leads.

Google leads convert at higher rates. Typically 15 to 25 percent of Google leads will go on to place an order. These people were actively searching, so they are further along in their decision. They have often already measured their kitchen, set a rough budget, and are comparing companies.

Facebook leads convert at 8 to 18 percent. They cost less per lead, but a smaller percentage will buy. However, because you generate more of them for the same budget, the maths often works out in Facebook's favour when you look at total cost per sale.

Here is an example. Suppose you spend £2,000 per month:

• Google: £2,000 / £85 average CPL = 24 leads. At 20% conversion = roughly 5 sales.
• Facebook: £2,000 / £45 average CPL = 44 leads. At 12% conversion = roughly 5 sales.

Similar number of sales - but Facebook gives you 44 people in your pipeline instead of 24. Those extra 20 people who did not buy today might buy in six months. Kitchens have long consideration periods, and staying in touch with a larger pipeline pays off over time.

The visual creative advantage on Meta

Kitchens are one of the most visual home improvement categories. People dream about their perfect kitchen for months. They save images on Pinterest. They browse Houzz. They watch renovation videos on Instagram.

This is where Facebook and Instagram ads have a massive advantage over Google. On Google, you are limited to text ads (or shopping ads if you sell kitchen products). On Meta, you can show:

• Before-and-after transformations that make people stop scrolling
• Video walkthroughs of completed kitchens
• Carousel ads showing multiple angles of the same kitchen
• Reels with time-lapse installations
• Customer testimonial videos filmed in their new kitchen

A beautiful kitchen photograph does something that a Google text ad simply cannot - it makes someone imagine that kitchen in their own home. That emotional connection is what drives enquiries.

Side-by-side comparison

When to use Facebook Ads

Facebook is the right starting point if:

• You are new to online advertising and want to test with a smaller budget
• You have strong photography or video of completed kitchens
• You want to build your brand in a specific area
• You are launching a new showroom and need to fill the diary
• You want to reach homeowners who have not started searching yet

Facebook is particularly effective for kitchen companies because the product is so visual. A single before-and-after image can generate dozens of enquiries.

When to use Google Ads

Google is the right choice when:

• You want to catch people who are actively searching for a kitchen company
• You have a bigger budget (£1,500+ per month) and want high-intent leads
• You have a strong website with good conversion rates
• You are in an area with high search volume for kitchen keywords
• You want leads who are ready to book a showroom visit now

When to use both together

The most successful kitchen companies use both platforms as part of a complete marketing system.

Facebook handles the top of the funnel. It reaches homeowners in your area, shows them your work, and plants the seed. Some will enquire immediately. Others will remember your name and come back later.

Google handles the bottom of the funnel. When that homeowner who saw your Facebook ad three months ago finally decides to get quotes, they search "kitchen companies near me" on Google. Your ad appears at the top. They recognise your name. They click. They become a customer.

This is not theoretical - it is how the buying journey actually works for high-value purchases like kitchens. The consideration period is typically three to six months. During that time, a homeowner might see your Facebook ads five or six times before they are ready to act. When they finally search on Google, you are already familiar. That familiarity is what tips the decision in your favour.

Recommended budget split

• Starting out: 100% Facebook. Get consistent leads flowing first.
• Growing: 70% Facebook, 30% Google. Add Google to capture high-intent searches.
• Established: 60% Facebook, 40% Google. Your brand awareness makes Google more efficient.

Remarketing: the secret weapon

Remarketing means showing ads to people who have already visited your website or engaged with your content. Both platforms offer it, but Facebook does it better for kitchen companies.

On Facebook, you can show a carousel of your best kitchen designs to someone who visited your website but did not enquire. That visual reminder - appearing in their feed alongside posts from friends and family - feels natural rather than intrusive. It keeps you top of mind during the long consideration period.

Google's remarketing works through the display network - banner ads on other websites. These can feel more intrusive and typically get lower engagement. However, they are still worth running if you are already on Google, as the cost is minimal.

The real power comes from combining both. Someone visits your website from a Google search, does not enquire, and then sees your Facebook remarketing ad the next day showing the exact style of kitchen they were browsing. That multi-platform presence builds trust and accelerates the decision.

Speed to results

If you need leads quickly, Facebook wins. A well-set-up Facebook campaign can generate its first lead within three to seven days. The algorithm learns fast, the visual format grabs attention, and the lead form removes friction.

Google Ads takes longer. You need one to three weeks to gather enough data for the algorithm to optimise. Your quality score needs time to build. And if your website is not set up for conversions, you will burn through budget before seeing results.

For kitchen companies opening a new showroom or launching in a new area, Facebook's speed advantage matters. You can go from zero to a full diary in a matter of weeks.

The verdict

Facebook Ads and Google Ads are not competitors - they are complementary. They serve different purposes at different stages of the buying journey.

But if you are a kitchen company choosing just one platform to start with, Facebook is the better choice for most businesses. Here is why:

• Lower cost per lead (£30-65 vs £50-120)
• Lower barrier to entry (£500/month vs £1,500/month)
• Visual format that showcases kitchens naturally
• Faster results (days, not weeks)
• Brand building that makes future Google campaigns more effective

With an average kitchen order value of £27,500, even at the higher end of Facebook's lead costs (£65), you only need a small percentage of leads to convert to see a significant return. A single sale from a £65 lead is a 423x return on that lead cost.

Start with Facebook. Get it working. Then add Google to capture the high-intent searches your brand awareness creates. That is the formula that works for kitchen companies across the UK.