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The kitchen is the most expensive room in most homes, and countertops are the part people notice first. Homeowners plan these projects for months, saving photos and comparing materials long before they call anyone. Meta ads let a fabricator or kitchen renovation company take part in that planning stage, so when the homeowner is ready, your name is the one they already trust.
This playbook is built for countertop shops and kitchen remodelers. It focuses on what is different about selling stone and kitchens: material choices, measurements, longer decision cycles and big tickets.
Split Your Campaigns by Project Size
A homeowner replacing laminate with quartz and a couple planning a full kitchen remodel are different buyers. Give them different campaigns.
- Countertop replacement. "Keep your cabinets, change the look." A clear scope, a faster sale and a strong entry offer.
- Full kitchen renovation. Higher value, a longer cycle and more people involved in the decision. Lead with design and process, not price.
- Bathroom vanities and remnant tops. A smaller ticket that brings in new customers, often using remnant pieces you already have in the yard.
- Outdoor kitchens and bars. Seasonal, but high value where the climate allows.
Ad Angles That Work for Stone and Kitchens
Homeowners have questions before they have a budget. Ads that answer those questions earn attention and leads.
- Material comparison. "Quartz, granite or quartzite: which one fits how you cook?" A short video of you at the slab rack explaining the differences in plain words.
- The cabinet save. A before and after of a kitchen where the cabinets stayed and the tops changed. It shows a big visual change for far less than a full remodel.
- The slab yard walk. Footage walking past full slabs. Homeowners love picking their own slab, and the video invites them to come see it in person.
- Install day. A time lapse from the old tops coming off to the new tops going on, with the sink and backsplash finished.
- The full remodel walk-through. For renovation campaigns, a slow tour of a finished kitchen with the owner explaining the layout changes.
Add captions to every video, put your service area in the first line of copy, and end with a clear next step. Run several angles at once, then put more budget behind the ones that produce booked measures, not just cheap leads.
Make the Offer Match the Project
- Quote from photos and measurements. For replacement campaigns, ask for photos of the current kitchen and rough lengths. You can send a price range before anyone drives out.
- Showroom or slab yard visit. A booked visit to choose a slab is often the strongest buying signal you can get.
- Free design consultation. For full renovations, offer a consultation with a layout sketch or 3D rendering.
- Remnant specials. Vanity tops from remnants at a set starting price, only while the stock is real.
If you offer financing, keep it accurate, with no guaranteed approvals or "everyone qualifies" claims. Meta requires ads that promote credit offers to run under its special ad category for credit and financial products, which limits some targeting options.
Qualify on the Form
Every estimate trip costs you time. Use the form to sort out the serious projects first:
- Project type: countertops only, full kitchen, bathroom or outdoor.
- Material interest: quartz, granite, quartzite, marble, solid surface or not sure.
- Kitchen shape: straight run, L-shape or U-shape, with or without an island.
- Are the cabinets staying or being replaced.
- Does the old top need to be removed.
- Timeline.
- Budget range.
- Do you own the home, plus zip or postal code.
- Photo upload, optional.
The cabinets question is the most useful one. If the cabinets are being replaced, the countertop job depends on the cabinet install date, so you learn the real timeline before you quote.
Fabricators who get this right are often surprised by how quickly Meta delivers. Ross P., who runs a custom countertop business, closed 9 home renovation deals in just 30 days and said they had no idea Meta Ads could perform so well.
Follow Up Through a Long Decision
A countertop replacement can close in a week. A full kitchen can take months. Build follow-up for both.
- Speed first. Text within a minute and call within five. Book the measure or showroom visit on the first call.
- Send the quote fast. Same day or next day, with photos of a similar finished kitchen attached.
- Quote follow-up. A call two days after the quote, a text a week later, and a check-in every two to three weeks after that with a new project photo.
- Retargeting. People who watched your videos or opened your form without submitting should see reviews, slab yard footage and your offer for the next few weeks.
- Coordinate with other trades. If the homeowner is waiting on cabinets or a plumber, stay in touch and make it easy to lock in the template date.
Send Real Results Back to Meta
Meta optimizes toward whatever you report as a success. Use the Conversions API to send booked measures, showroom visits and signed jobs back to Meta from your CRM. When the algorithm learns which leads become signed jobs, it finds more people like them. Without that data, it optimizes for form fills, which is not the same thing.
Weekly Numbers for Fabricators
- Cost per lead by campaign: replacement, full kitchen and vanity.
- Cost per booked measure or showroom visit.
- Quote to signed job rate.
- Average job value and square footage.
- Days from lead to template.
- Revenue compared with ad spend.
If vanity leads are cheap but never grow into bigger projects, change the follow-up to offer the kitchen next. If full kitchen leads stall, add more design and process content to your retargeting.
Book More Kitchens With Us
We run Meta ads for countertop fabricators and kitchen renovation companies through our Meta ads management and Dealflow programs, with AI creative production, split testing, lead funnels and follow-up automation, a dedicated campaign manager and weekly reporting tied to signed jobs.
Book a free Scale-Up Session. We will review your service area, your best finished kitchens and your current numbers, and lay out a campaign built to fill your template schedule.
