Cost research is a market of its own
"kitchen remodel cost" is as big as the near-me query and about four times cheaper at the top of the range. These searchers are months from hiring, but they are building a shortlist. A cost page that breaks projects into tiers (cosmetic refresh, mid-range, full layout change) and explains what drives each tier earns their trust and their email, and lets you reach them again with remarketing when they are ready.
Cabinets, countertops and full remodels
Scope decides the ticket. Cabinet refacing and countertop replacement are fast, mid-size sales; a full remodel with layout changes is a long, high-value project. Give each its own ad group and landing page, and bid on value.
Google lists Kitchen remodeling and Countertop services as separate US Local Services Ads categories, which helps if part of your business is countertop-only work.
Competing with big-box kitchen programs
Home improvement chains and cabinet retailers advertise heavily on kitchen terms. You will not outspend them, but you can out-position them: one designer from first visit to final punch list, custom sizing, local crews and a fixed timeline. Put those differences in headlines, and add retailer names and ready-to-assemble cabinet terms as negatives unless you install those products.
What the keyword data shows
"kitchen remodel company" (1K to 10K searches, Low competition) reaches $40.00, nearly as much as the near-me query, because it signals a buyer looking for a firm rather than a handyman. "best kitchen remodel" peaks at $17.51 and "local kitchen remodel" at $30.78. Every variant except cost is expensive enough to justify tight match types and a strong negative list.
Design consultations and value tracking
Make the design consultation, in your showroom or at home, the main conversion. Capture the GCLID, upload signed contracts with their value, and let value-based bidding separate cabinet-refresh leads from full remodels. Kitchen projects often take weeks to sign, so give Smart Bidding a long conversion window.
