Meta Ads Kitchen Fitters Playbook (2026)

Why most kitchen campaigns break

Kitchen projects are high-ticket and high-consideration. Most campaigns fail because they optimise for cheap leads, not realistic project intent.

You do not need more form fills. You need more households that can actually move forward in the next 30 to 90 days.

Campaign structure that works

1) Separate discovery and decision demand

• Discovery campaign: broader creative, education-heavy angles, lighter qualification.
• Decision campaign: tighter radiuses, stronger proof, explicit budget and timeline framing.

This split gives you cleaner reporting and stops low-intent volume from polluting your conversion signals.

2) Use budget bands early

Ask for a realistic budget range in the form. Keep the options simple and aligned to your actual service tiers.

• Under £8k
• £8k to £15k
• £15k to £25k
• £25k+

If your delivery model starts above a certain threshold, be clear in the ad copy before the click.

3) Route by job stage

Use one field for project stage:

• Gathering ideas
• Ready for design visit
• Comparing final quotes

Lead handling should change by stage. "Ideas" leads need nurture. "Final quote" leads need immediate contact and slot protection.

Follow-up sequence

• 0 to 5 minutes: WhatsApp or SMS acknowledgement.
• 15 to 30 minutes: first call.
• Same day evening: second touch with social proof.
• Next morning: short check-in with two booking slots.

Speed wins. But relevance keeps the conversation alive.

Scorecard for weekly review

Track these every week:

• Cost per qualified lead
• Qualified-to-appointment rate
• Appointment-to-quote rate
• Quote-to-win rate

If CPL is falling but appointment rate is collapsing, quality is dropping. Scale only when quality metrics stay stable.

Bottom line

Treat kitchen leads like pipeline, not list-building. Campaign success comes from qualification, response speed, and handoff quality between marketing and sales.