These are eight ad structures we build for kitchen and bath remodelers, and we'll take each one apart for you: the hook, the offer, the creative, and why it works when a single job can run from a few thousand dollars into six figures.
Scroll Facebook for a minute and you'll see the same kitchen and bath ad over and over: a staged photo, "Free Estimates," and a generic button. It blends right into the feed, and people scroll past it. Below are the eight ad structures we build instead, and why each one works when your jobs run from a few thousand dollars to six figures and homeowners take months to decide, not days. Just so you know, these are illustrative examples, not screenshots of any one client's ad.
Run this firstHook: Open on a dated kitchen or bath and hard-cut to the finished space, no narration needed. Says: The ad says "This is the same kitchen," gives one line on the scope, then makes the offer. Offer: Run your standing offer, which is usually a free design consultation. Creative: Use real jobsite photos or video with broad targeting, and let the right homeowners pick themselves out. Why it works: What you sell is visual. Houzz built its whole model on people browsing inspiration boards, because that's how homeowners shop for this kind of work. Mistake: Using a staged or stock "before" chips away at trust right when you're asking a homeowner to hand over a five-figure deposit.
Best entry-ticket offerHook: Show an old tub and ask, "Still climbing over the tub every morning?" Says: It pitches the conversion as one contained project, not a full gut. Offer: Give a named price range, or a free quote for tub-to-shower only. Creative: Put the old tub next to the finished shower. Why it works: The price is lower and easier to say yes to than a full bath gut, so it converts homeowners who'd scroll right past a "full remodel" ad. Mistake: Don't fold this into a generic "bathroom" ad.
Be careful with one version of this ad. Accessible or ADA conversions run into Meta's personal attributes policy faster than anything else on this list. Meta doesn't allow copy that suggests it knows the viewer's age or disability, even if you mean well. "Still climbing over the tub every morning?" describes the situation, so it's fine. "Now that you're getting older" claims to know who's reading, and that gets flagged. Sell the feature, not the viewer's age.
Hook: "Before you pick a single cabinet, get this." Says: It sells the design phase itself, a consultation or a 3D rendering, instead of jumping straight to "get a quote." Offer: A free consultation works, or a paid one you credit back to the job. Creative: Show a designer walking through a rendering, aimed at homeowners who are still planning. Why it works: Charging for design is normal in kitchen and bath in a way it isn't in most trades. Kitchen companies charge for the design visit, while "almost no deck companies charge anything." Mistake: Don't run it like a generic estimate ad.
Best for $30k+ ticketsHook: Turn the price into a monthly number: "$25,000 doesn't have to mean $25,000 today." Says: It shows the finished space, says financing is available, gives a monthly figure, then sends them to a form. Offer: Use your lender partner's terms. Creative: Put the numbers on screen as text, because on a job this big the homeowner already wants it, and sticker shock is the real objection. Why it works: Kitchens run $25k-$120k+ and a full bath gut $15k-$45k, which is big enough that "how do I pay" becomes a real barrier. Mistake: Don't name the lender without their approval, and never say "guaranteed approval" when it should be "subject to approval."
Financing offers usually fall under Meta's Special Ad Category rules for credit, because approval depends on the homeowner's creditworthiness. That means you can't promise an outcome, you can't say "guaranteed approval," and your targeting will be narrower than on a standard ad. Check the current requirements before you launch.
Hook: You're on camera saying, "I'm not the cheapest guy in town, here's why that's good news for you." Says: You explain how your business runs, like having one point of contact and your own crew instead of subs, and set that against the lowest-bidder race that shared leads create. Creative: It's the real owner in a real voice, and it works best as a second ad once there's some trust built up. Why it works: Shared leads come down to speed and price, and the job goes to whoever calls back first out of three or four bidders. When you name that out loud, you answer the objection before they raise it. Mistake: Don't read the script like a commercial voiceover.
Best for pre-qualifying budgetHook: Open with "Here's what a full kitchen remodel actually costs in your area," and put the range on screen as text. Says: It gives an honest range for each level of scope, then a next step toward their exact number. Offer: Pitch a free estimate as the way to get their exact figure. Creative: Run text over real project photos. It makes a strong second touch. Why it works: Contractors say they spend three to nine unpaid hours on each estimate, and they point to free estimates as the thing that brings in price shoppers. Showing a range up front lets homeowners check their budget before you ever drive out. Mistake: Don't give a range so vague it means nothing.
Strong social proofHook: A real homeowner stands in their finished space and says, "I put this off for three years because I was scared of the process." Says: They walk through the space in their own words, name the fear they had, whether it was the mess, the cost or the timeline, and then say what changed. Creative: Shoot it in their real finished home, unscripted, with your standing offer. Why it works: The profitable jobs that lead to referrals come almost entirely from word of mouth. There's a story of a customer who gave a lead-service job five stars and still hired a competitor the next time, because they'd never really connected with that contractor. A testimonial lets the next homeowner feel that connection before they ever call. Mistake: Don't script the homeowner so tightly they sound like an actor.
Best for full remodelsHook: "Your kitchen will be out of commission. Here's exactly how long, and how we make it livable anyway." Says: It lays out the real timeline week by week, and what daily life looks like during it: the temporary kitchen, how you contain the dust, and how often you'll be in touch. Creative: Use real jobsite footage of the messy middle that most contractors never show, plus your standing offer. Why it works: A full remodel can mean six weeks of a crew in someone's home every day. That's a real barrier, and it has nothing to do with price. Mistake: Don't show only the finished result and leave the homeowner to imagine the worst on their own.
If you can only run one ad, make it the before-and-after. Nobody has to read anything for it to work, and the change registers in about half a second, which is roughly how long you get to stop someone's thumb. From there, add the tub-to-shower offer if you want more bath jobs, or the design-consultation offer if kitchens are your focus.
Save the financing ad and the disruption ad for the second or third time someone sees you, after they've already engaged with the transformation ad. Homeowners take 3-6 months to decide on a kitchen or bath, not days, so one ad rarely closes the deal by itself. It starts the relationship, and the ad that follows it up matters almost as much as the first one.
This isn't a made-up example. It's a real account, with real ad spend and the leads it brought in.
Vancouver Tile Pros is a tile-focused remodeler working Clark County and the Portland metro, rated 4.9 out of 5 by 57 homeowners. Showers and custom tile were their bread and butter, so their before-and-afters were already doing half the selling for them.
So we built the campaign around ad #1 on this page: video of tired, dated showers turned into clean custom tile, paired with a standout offer. In the first three weeks they brought in $23,673 in booked revenue. Over three months the campaign drove $130,000 in revenue, and their best ad brought in leads for around $20 each.
Vancouver, WA
That's one account, and it's not a promise for every market. But it's the same idea this whole page is built on: a before-and-after paired with a real offer, in a trade where a single tile shower pays for itself fast. Our shower and tile campaigns have run as low as $20 per lead on our top ads. For kitchen and bath, a realistic number to plan around is $60 to $150 per lead, depending on where you work. We break down what those ads cost to run by budget on a separate page.
Most contractors put their energy into the wrong part. They sweat the ad format and ignore what really decides whether it works, which is the offer behind it. Think of the format as a multiplier on the offer. A great transformation ad with a boring offer still comes up short, and a strong, specific offer can carry a simple ad a lot further than you'd expect.
In January 2023, the FTC ordered HomeAdvisor to pay up to $7.2 million and stop making claims about its lead quality that it couldn't back up. The FTC had charged that those claims were false going back to at least mid-2014, and it later returned more than $3 million to businesses that had paid for those memberships. That's a signed federal order, and about as clear a sign as you'll get that a bought lead isn't automatically worth what you paid for it.
When you run your own ad, the lead belongs to you alone. You're not sharing it with three or four other contractors bidding on the same homeowner. That matters, but it's only half of it. Whether that lead turns into a job comes down to the offer behind it: a design consultation instead of a vague "free estimate," or a set tub-to-shower price instead of an open-ended "bathroom remodels." We build that offer for every K&B client, because it's the biggest reason two remodelers on the same budget get different results.
We handle it from choosing which ads to run to managing the campaigns day to day. You answer the phone and quote the work.
We look at your ticket sizes and your market, then decide which of these eight formats you launch with and what comes after.
We build the offer that fits your business, whether that's a design consultation, a tub-to-shower price or real financing terms, so homeowners have a clear reason to reach out instead of just "browsing."
We script and edit your video and image ads around your real before-and-after work. Then we build a landing page that matches the offer, so the homeowners who reach you are serious and not just comparing five contractors.
We launch your ads, watch cost per lead every day and shut off whatever isn't working, so the estimates keep coming while you run your business.
Ready to go deeper? Start here.
How we run these ads for K&B remodelers — the highest-volume channel for most K&B pros.
The shower and tile campaign these examples come from — how we run this for shower and tile specialists, with the Vancouver Tile Pros numbers in full.
Kitchen Remodeling Leads — what kitchen leads actually cost, ranked by channel.
What a bathroom lead costs once it becomes a signed job — real cost-per-signed-job math, channel by channel.
Tub-to-Shower Conversion Leads — a closer look at example #2 above.
Are Angi Leads Worth It for Remodelers? — the real math on shared leads, including the FTC action above.
The strategy call is free and there's no pressure. We'll show you which of these ad types fits your business and your market.