Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your lead generation for your cabinet business. I understand you're focusing on flat pack cabinets and are looking for quality leads, specifically with search campaigns, but are feeling like you're just burning cash.
Right, let's get into it. There's a few things that springs to mind when I read this. It's quite normal to feel like you're throwing money away if you haven't quite figured out a good strategy, dont worry!
We'll need to look at defining "quality leads"...
First things first, "quality leads" is a pretty vague term. It's important to really understand what this *means* for your business, you know? Are we talking homeowners knee-deep in renovation plans? Interior designers hunting for the next big thing? Or maybe builders looking for cabinets in bulk?
Defining this changes *everything*. Your ad copy will be totally different depending on who you're trying to grab the attention of. You see, the keywords you'd use for a homeowner searching for a stylish kitchen upgrade will be a world away from what a contractor types in when they need 50 basic cabinet sets for a new build.
I'd say you refine your keywords...
Burning cash on search ads? Yeah, that's a classic if you're not careful with your keywords. The cabinet industry is like a jungle – super competitive. Broad keywords like "kitchen cabinets" are gonna cost a fortune because everyone's bidding on them. I'd recommend digging deeper into long-tail keywords. Think specific, like "flat pack kitchen cabinets for small spaces" or "easy assemble bathroom vanity units for tight spaces". These are usually cheaper and they attract people who already know exactly what they want. These might get less search volume, but they can be far more profitable.
You probably should think about your location targeting...
Location, location, location. It's not just for estate agents, mate. I've seen plenty of businesses waste a chunk of their ad budget showing ads to people miles outside their service area. That's just throwing money away, innit? Double-check your location targeting and make sure it's tight. No point showing ads to someone in Scotland if you only deliver to London.
You'll need to test different ad platforms...
Have you considered other ad platforms besides Google search? Now, I know you've been focusing on search ads so far, but there's a whole world of potential customers out there who might not be actively searching for cabinets right this second. Think about social media platforms like Facebook or Instagram. These can be great for reaching people who are interested in home improvement or interior design. The targeting options on these platforms are pretty powerful too, so you can really narrow down your audience.
A few things to keep in mind with social media ads. Your creative needs to be top-notch. People are scrolling through their feeds quickly, so you need to grab their attention with eye-catching images or videos. And make sure your ad copy is clear and concise, highlighting the benefits of your flat pack cabinets.
We'll need to look at your website again...
What's the user experience like on your website? Is it easy for people to find the information they're looking for? Is the checkout process smooth and straightforward? If your website is clunky, slow, or difficult to navigate, you're going to lose potential customers, even if your ads are bringing in qualified traffic. Make sure your website is optimised for conversions. That means clear calls to action, high-quality product images, and persuasive copy that highlights the benefits of your flat pack cabinets. Have you considered adding customer testimonials to your website? Seeing positive reviews from other customers can help build trust and encourage people to buy from you.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Targeting | Define "quality leads" and target specific customer personas. |
| Keywords | Use long-tail keywords to attract a more targeted audience. |
| Location | Tighten location targeting to avoid wasting budget. |
| Platforms | Explore social media ads to reach potential customers who aren't actively searching. |
| Website | Optimise website for conversions with clear calls to action and customer testimonials. |
Right, I know this is a fair bit to take in, but hopefully it's useful. Scaling lead generation in a competitive market can be tough. Remember how I mentioned we run campaigns for an HVAC company? They're seeing similar challenges in a competitive market, but we're constantly tweaking and optimising to drive down costs. We've also helped software clients scale their campaigns, achieving thousands of users at under £1 each through Google Ads. It all boils down to a well-defined strategy and continuous testing.
If you're struggling to get the results you want, it might be worth considering getting some expert help. Sometimes, an outside perspective can make all the difference. We're always happy to offer a free consultation to discuss your specific needs and see how we can help.
Regards,
Team @ Lukas Holschuh
