Google Ads for kitchen fitters: winning fit-only and supply-and-fit work
Can Google Ads win kitchen fitting work against the big retailers? Yes, if you stop chasing every kitchen search and focus on people ready to book a fitter: separate fit-only and supply-and-fit campaigns, offer a design or showroom visit as the next step, show real kitchens you have fitted, and measure cost per booked job across a buying cycle that can take months. Unavoidable Marketing is a Leeds-based agency that runs Google Ads for UK kitchen fitters, and founder Andrew Heppinstall is on every strategy call.
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Last updated: 18 October 2026
Start with what you actually sell
Before a single keyword goes in, we need to know which of two businesses you are. Most kitchen fitters are one, the other or both, and each needs its own campaign.
Fit-only
The customer has bought, or is about to buy, a kitchen elsewhere and needs someone to install it. Searches: “kitchen fitter near me”, “kitchen installation only”, “fitter for flat pack kitchen”, “worktop fitting”. Shorter decision, often urgent because the units are already on order or sitting in the garage.
Supply-and-fit
The customer wants one firm to design, supply and install. Searches: “kitchen design and fitting”, “new kitchen supplied and fitted”, “bespoke kitchens near me”. Bigger job, much longer decision, and the customer is comparing you with showrooms.
Running both in one campaign confuses the ads and the reporting. A fit-only customer who lands on a page full of door styles will leave. A supply-and-fit customer who sees “we fit any kitchen” may think you do not supply. Split them and each gets the message it needs.
Competing with big retailers without trying to outspend them
National kitchen retailers spend heavily on broad searches like “new kitchen” and “kitchens”. An independent fitter cannot and should not try to win those auctions. You win somewhere else.
- Local intent: bid hardest on service plus town, such as “kitchen fitters Leeds” or “kitchen installers near me”, where a local firm has the edge
- The person, not the brand: many customers want to know who will actually be in their house for two weeks. Say it is you and your team, not subcontractors you have never met, if that is true
- Fitting retailer kitchens: plenty of people buy units from a big retailer and then look for an independent fitter. Fit-only ads can serve them without naming anyone
- Specialist work: solid wood, quartz worktops, handleless kitchens, awkward period properties. Smaller searches, better jobs
We never use other companies’ brand names in ads or knock them. It breaks Google’s rules in many cases, and it makes you look small. Talk about what you do well.
Keyword intent: “kitchen fitters near me” versus “kitchen ideas”
Kitchen searches cover the whole journey, from dreaming to booking. Paying for the dreaming stage burns budget fast.
Worth paying for
“Kitchen fitters near me”, “kitchen installation [town]”, “supply and fit kitchens”, “replace kitchen worktops”, “kitchen refit quote”. These people have made a decision and want a firm.
Watch carefully
“Kitchen renovation cost”, “how long does a kitchen fit take”. Researchers, but close to buying. Worth a small budget with a page that answers the question honestly and offers a visit.
Usually exclude
“Kitchen ideas”, “kitchen inspiration”, “small kitchen ideas”, “kitchen colours”, plus DIY, “how to fit a kitchen”, “kitchen fitter jobs”, “kitchen fitting course”, “cheap kitchen units” and “ex display kitchens” if you do not deal in them.
The design visit is the conversion
Nobody books a supply-and-fit kitchen from an ad. They book a conversation. So the ads and the landing page should offer one clear next step:
- A free home design visit, where you measure up and talk through layouts
- A showroom or workshop appointment, if you have one, with times shown
- A fixed quote visit for fit-only jobs, with the plan or order list sent in advance
Make the offer concrete. “Book a home design visit, we bring door and worktop samples” beats “contact us for a quote”. Use sitelinks for each offer, and a location asset linked to your Google Business Profile if you have a showroom people can visit.
A long research cycle needs patient tracking
A supply-and-fit customer may click an ad in January, visit twice more in February, book a design visit in March and sign in April. If you judge the campaign on its first month, you will switch off something that works.
We track calls and form enquiries from the ads, then follow each one through to design visit booked, quote sent and job won. That gives a real cost per booked job, and it can be fed back into Google so it bids for the people who turn into signed kitchens rather than the people who fill in a form and vanish. Remarketing to people who visited your gallery but did not enquire is also worth running here, because the cycle is so long.
Landing pages with real kitchens
This is where an independent fitter beats a catalogue. A big retailer can show glossy photos. You can show the actual kitchen in a semi round the corner.
- Photos of kitchens you have fitted, with the town and a line on what was done
- Close-ups that show the craft: scribed panels, worktop joins, plinths, end panels
- A short walk-through of your process, from survey to strip-out to handover
- Who handles plumbing, electrics and tiling, and that gas work is done by a Gas Safe registered engineer
- Reviews that mention the job, such as “fitted our kitchen in eight days”
- Separate pages for fit-only and supply-and-fit, each with its own form
How we do it
Quoted after a free call.
- Separate fit-only and supply-and-fit campaigns
- Local intent keywords and a strict negative list for ideas and DIY searches
- Ads built around a design visit or showroom appointment
- Landing pages using your own fitted kitchens
- Call and form tracking through to design visit and signed job
- Monthly report on cost per booked job
- Ad spend paid to Google on your own card, never marked up
- No contract, rolling 30-day terms
Since 2012 we have delivered 390+ projects, 92% of our clients come back, and we work with 40+ UK trade businesses today.
Kitchen fitters’ questions about Google Ads
Who is the best Google Ads agency for kitchen fitters in the UK?
There is no single best agency for every kitchen fitter. Look for one that separates fit-only and supply-and-fit work, keeps you out of expensive ideas searches, builds ads around a design visit, tracks enquiries through to signed jobs and does not lock you into a contract. Unavoidable Marketing is a Leeds-based agency that runs Google Ads for UK kitchen fitters on a flat monthly fee with rolling 30-day terms, and founder Andrew Heppinstall is on every strategy call.
Can a small kitchen fitter compete with national retailers on Google?
Yes, by avoiding broad kitchen searches and focusing on local fitter searches, specialist work and pages that show real kitchens you have fitted nearby.
Should I advertise fitting for kitchens bought elsewhere?
If you do that work, yes. Fit-only searches are often urgent and convert well, and a dedicated campaign keeps them apart from supply-and-fit enquiries.
Why do my kitchen ads get clicks but no enquiries?
Often the keywords are too broad, such as kitchen ideas, or the page does not offer a clear next step. Tightening keywords and offering a design visit usually helps.
How long before I know if Google Ads is working?
For fit-only work, often within a few weeks. For supply-and-fit, give it a few months, because customers take time to decide and sign.
Should my ads mention prices?
Not a fixed figure for supply-and-fit, as every kitchen differs. Saying how you quote, such as a free home visit and a written fixed quote, builds trust instead.
Ask us about this for your kitchen fitting business
Send a quick message and Andrew will come back to you, usually the same working day.