Facebook and Instagram ads for kitchen remodelers: reels, soft offers and the 90-day follow-up
The creative that works for a kitchen remodeling firm on Meta, the offers that bring leads at $25 to $90, realistic budgets, and how retargeting turns early leads into consultations.
A homeowner scrolling Instagram at 9 p.m. is not looking for a kitchen remodeler. She is looking at kitchens. That distinction is the whole strategy for Meta ads in this trade. You are not asking for the sale. You are asking to be the firm she remembers in four months when she is ready.
Firms that run Meta like Google, with "Call now for a quote" and a stock photo, get leads at $150 that never answer the phone. Firms that run it as a portfolio with a soft offer get leads at $25 to $90 and a pipeline that pays out over the next two quarters.
Creative: the before-and-after reel
One format outperforms everything else: a vertical 15 to 30 second reel that starts on the old kitchen, cuts to demo, and lands on the finished space from the same angle, with the designer's voice over it explaining one decision. "They wanted to keep the window but hated the sink under it. We moved the sink to the island and the whole room opened up."
What you need from every project: a phone clip from the doorway before demo, one during, one finished, all from the same spot. Give the crew lead a laminated card with the three shots. That is the entire production budget.
Other creative that works, in order: a finished island walkthrough with the homeowner's reaction, a cabinet delivery day, a 20-second "what this kitchen cost and why" with a price range on screen, and the designer at the showroom comparing two door styles.
What does not work: renderings, stock photos, graphics with your logo and a slogan, and anything that looks like an ad.
The offer
The offer has to be something a person four months from hiring can say yes to.
- A free in-home design consultation with a written scope and budget range. The strongest offer for a firm with a designer.
- A downloadable "What a kitchen remodel costs in [metro] in 2026" guide, six pages, with real ranges by scope. Brings the most leads, the earliest.
- A showroom event: a Saturday with a cabinet rep, coffee, and 20-minute design slots. Works two or three times a year.
- A seasonal offer on a lower-ticket service, like cabinet refacing before the holidays.
Skip percentage discounts. A firm selling $50,000 kitchens that advertises 10 percent off attracts price shoppers and trains your market to wait for the sale.
The qualifying form
Use an instant form with three questions beyond name, phone and email: budget range (give four brackets, with the bottom one below your minimum so people self-select), timeline (next 3 months, 3 to 6, 6 to 12, just looking), and whether they own the home. The form filters out renters and the $8,000 budgets before your designer spends an hour.
Set the form to "higher intent" so Meta adds a review step. You get fewer leads and far fewer junk ones.
Budget and what to expect
$40 to $80 a day is enough to learn. In the first two weeks expect 10 to 30 leads at $25 to $90 each, with two to six above your budget minimum and inside a six-month timeline. Those are the ones the designer calls. The rest go into the email sequence.
At $1,500 to $2,500 a month, a firm with good creative typically sees three to eight qualified consultations a month from Meta by month two, and the first signed contract in month two or three. Judging the channel on week-two contracts is how it gets turned off right before it works.
Retargeting is where the money is
Build three audiences on day one: people who watched 50 percent of any reel, people who visited your gallery or pricing page, and people who opened the instant form without submitting. Show each a different finished project every week at $10 to $20 a day. The cost per consultation from retargeting is usually half the cold number because these people already know you.
Add your past client list as a custom audience and exclude it from acquisition. Use it instead for a referral ask and a bathroom offer twice a year.
The 90-day follow-up behind the ad
A Meta lead who does not book a consultation this week is not lost. She is early. Put every lead into a sequence: a text within five minutes ("Thanks for grabbing the cost guide. Are you thinking about a full remodel or a refresh?"), an email the next day with three projects in her budget bracket, an email a week later on the process, and one project email a month after that for three months. Each has one consultation ask. The email and follow-up guide covers the sequence and the timing.
Firms that do this find a quarter to a third of Meta leads book a consultation inside 90 days. Firms that call once and give up find 5 percent.
Tracking it to the contract
Give every Meta lead a source tag in your tracker and carry it through to the signed contract. Meta will show you leads and cost per lead; it cannot show you that the $38 lead from March signed a $62,000 contract in June. Only your own sheet can, and that is the number that decides the budget. The agency guide covers what a fair report looks like.
Frequently asked
Should we boost posts instead? No. Boosting optimizes for engagement, which means likes from people who will never own a kitchen you would build. A lead campaign with a form and a qualifying question optimizes for the thing you want.
Do we need professional video? No. Phone footage shot from the same spot before, during and after, with the designer talking over it, beats a produced piece in this trade. Good lighting and a steady hand are enough.
What about Pinterest and Houzz ads? Pinterest is worth a small test for the research phase, especially with the cost guide offer. Houzz is a directory with its own lead program; run it separately and compare cost per contract.
If you want the reels cut, the form built and the sequence running before you decide, Meta ads is one of the services in the free 14-day trial.
Steven has spent the last several years running growth campaigns for local service businesses, kitchen remodeling companies among them, and builds the benchmark datasets on this site from public Google listings. About the editor