Kitchen studio gets 136 enquiries from Google Search in four months

Situation

A kitchen studio in Offenbach am Main, eight staff, revenue of about €1.6 million a year, with a 400 m² showroom and its own fitters. Walk-in traffic had fallen since a furniture chain opened nearby. The owner had tried Google Ads himself in 2024, spent about €3,000 in two months, saw a lot of clicks and could not say whether a single kitchen had come from it. The website had no conversion tracking, and the campaign had been running on broad keywords like “Küche” across the whole of Germany. He wanted a fixed monthly budget, a number he could judge the spend by, and the ability to stop at any point.

Approach

We proposed the lower tier: one platform, Google Search only, with conversion tracking, at €1,200 a month management plus a media budget of €2,000 a month, for four months. Week one went into tracking: a phone-call event, a form event and a “book a showroom visit” event, each checked to fire once and only once. Week two went into structure: three ad groups (kitchen planning, kitchen with installation, showroom Offenbach), targeted at a 20 km radius around the showroom, on German-language search terms with purchase intent, and a negative keyword list of about 120 terms from the start (Ikea, used, jobs, spare parts). Two landing pages were built from existing site pages, one for planning and one for the showroom visit, each with the phone number and the booking form above the fold. Every monthly report opened with one line: enquiries and cost per enquiry. Bids and keywords were adjusted weekly from the search term report.

Result

In this scenario the campaign brought 24 enquiries in month one at about €83 each, 32 in month two at about €63, 38 in month three at about €53 and 42 in month four at about €48. That is 136 enquiries for €8,000 of media, about €59 each. Counting the management fee, the all-in cost was about €94 per enquiry. About one enquiry in three turned into a showroom appointment, roughly 45 in total, and nine kitchens were sold to customers who first arrived through the campaign, at an average order value of about €14,000. The owner continued the campaign after month four at the same budget.

What it cost

€1,200 a month for campaign management for four months, €4,800 in total, quoted as a fixed monthly price before the work started, plus the media budget of €2,000 a month paid directly to Google, €8,000 in total. The management fee bought the tracking setup, the campaign build, the landing pages, weekly optimisation and the monthly report with cost per enquiry. The management fee is covered by our 100% money-back guarantee: full refund on request within 14 days of delivery, and for a monthly programme the first month is refundable in full. The media budget paid to Google is spent as the ads run and is excluded from the guarantee.

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