- kitchens
- Meta Ads
- appointments
How a kitchen fitter fills a diary with home visits
How a kitchen fitter fills the diary with home visits: the angles that trigger a booking, the qualification, and visits to avoid.
· 8 min read
Case study · Lead gen
An independent kitchen fitter, €10,000 of advertising, 15 kitchens signed in five months
Average order value of €11,000 including fitting, 38% gross margin, a single showroom. The setup, the month-by-month figures, and what the advertising brought the kitchen fitter.
- 15
- kitchens signed
- 254
- quote requests, at €39 on average
- +188%
- net ROI, fee included
- €10,000
- ad budget over 5 months
The context
Independent kitchen fitter, one showroom, a 40 km catchment area. Average order value €11,000 including fitting, gross margin 38%. Before: word of mouth, a little Google, no social advertising. Three salespeople including the owner.
The setup
Three angles tested in parallel from the first month.
- Financing: “your kitchen from €149 a month”, which brings in people who did not think it was for them.
- Finished work: before and after filmed at customers’ homes, the format that converts best in this trade.
- The fitter: the owner explaining why a badly fitted kitchen shows after two years.
Qualification and callback
A form with three questions: budget in mind, timescale, owner or tenant. It cuts volume by 30% and lifts the appointment rate by half.
Call back within 10 minutes, every time. It is the variable that weighs most in this sector: past an hour, a kitchen enquiry loses half its value.
Month by month
| M1 | M2 | M3 | M4 | M5 | Total | |
|---|---|---|---|---|---|---|
| Ad spend | €2,000 | €2,000 | €2,000 | €2,000 | €2,000 | €10,000 |
| Cost per request | €58 | €46 | €38 | €34 | €31 | €39 |
| Quote requests | 34 | 43 | 53 | 59 | 65 | 254 |
| Showroom appointments | 12 | 15 | 19 | 21 | 23 | 90 |
| Kitchens signed | 0 | 2 | 3 | 4 | 6 | 15 |
Cost per request halves between the first and the fifth month. That is the normal curve: the algorithm learns, and the creatives that work replace the ones that do not.
No sale in the first month, and that is the most important line in the table. The kitchen cycle is long: six to ten weeks pass between the quote request and the signature. Month 2 sales come from month 1 requests. A kitchen fitter who judges the campaign at 30 days concludes it does not work.
The result
| Signed revenue | €165,000 |
| Gross margin at 38% | €62,700 |
| Ad spend | − €10,000 |
| Fee (€2,200 then €2,400) | − €11,800 |
| Net result | + €40,900 |
For €21,800 invested, €40,900 of net margin. Every euro spent on advertising returned about €4 of margin.
The pipeline is not empty: of the 254 requests, some of the month 4 and 5 contacts were still deciding when this was totted up.
The 16.5x ROAS should be read with care. It is a lead gen result on a high order value, and does not compare directly with e-commerce. The figure that counts here is the net ROI, fee deducted.
The ratios worth keeping
| Request → appointment | 35% |
| Appointment → signature | 17% |
| Request → sale | 5.9% |
| Ad cost per kitchen sold | €667 |
This case looks like yours if
- You sell at a high order value, several thousand euros
- The decision takes weeks and is often made by two people
- You have a place to receive people, a showroom or a workshop, or journeys to plan
- You can call a contact back within an hour
Questions about this case
- Are these the figures I will get?
- No, and I do not promise it. They describe what happened at this kitchen fitter, with their order value, margin, area and callback time. For you the result depends on your own figures, and that is what we work out on the call, before spending a euro.
- Why no sale in the first month?
- Because a kitchen cycle runs six to ten weeks between the quote request and the signature. One month’s sales come from the previous month’s requests. Judging a campaign at thirty days means cutting it before it could sign.
- Is €2,000 a month a minimum?
- It is the budget of this case, not a threshold. The useful budget depends on order value, margin and the size of the area.
Related articles
- budget
- profitability
- trades
What a signed job really costs through online advertising
The cost of a job signed through online ads: the calculation, the four rates to know, and how to tell whether your budget pays.
· 8 min read
- Meta Ads
- qualification
- trades
Why Facebook quote requests have a bad reputation, and how to qualify them
The real cause of unreachable or irrelevant contacts, and the six settings that turn a stream of browsers into a diary of appointments.
· 9 min read
- Meta Ads
- homeowners
- budget
What Meta Ads budget to plan when you sell to homeowners
The minimum viable budget, how to split it between prospecting and retargeting, and when to raise it, for a business that sells to homeowners.
· 8 min read
We look at whether this case looks like you
Average order value, margin, callback time. If advertising cannot be profitable for you, I say so on the call.