Search ads for furniture makers: hot “custom kitchen” demand turned into measurement requests.
Someone typing “custom kitchen Almaty price” is already choosing a maker. Search ads in Google Ads and Яндекс Директ show them your page with work, a price guide and a quiz — and filter out those looking for ready-made furniture, second-hand or DIY.
Search demand for custom furniture is large but noisy. Next to “custom kitchens”, people search for ready-made kitchens on marketplaces, second-hand furniture, drawings and DIY instructions. Without careful work on negative keywords and match types, the budget goes on clicks that will never become a measurement.
The second thing is landing pages. A “custom kitchens” ad should lead to the kitchens page with work, a starting price per running metre and a quiz, not to the home page with every type of furniture. Separate landing pages for sliding wardrobes and walk-in closets noticeably raise conversion.
The third is tracking. A large share of search enquiries are calls, so call tracking and a CRM connection are needed to see which campaigns bring measurements and contracts and which only bring “just checking the price” calls.
What we do in search ads for furniture.
Kitchens, sliding wardrobes, walk-in closets, kids' furniture — separate campaigns with “made to order”, “price”, “city”, “district” queries.
We cut off “second-hand”, “DIY”, “drawing”, “free”, “jobs”, marketplace names and ready-made furniture.
A page for each campaign: work, a price guide, a quiz and measurement booking. We build new ones or improve existing ones.
Display ads in the Yandex Advertising Network and Google Display Network with photos of work — for retargeting and reaching people mid-renovation.
Promoting the showroom in Google Maps and Yandex Maps for “custom furniture near me”.
Separate Kazakh-language campaigns for Astana, Shymkent and the regions, where competition is lower.
Dynamic numbers by campaign, call recording, calls passed to the CRM with the source.
Sending offline conversions from the CRM to Google Ads and Директ so the algorithms look for people who sign contracts.
Campaign structure.
- Search: custom kitchens + city, price, material
- Search: sliding wardrobes and walk-in closets
- Search: kids' furniture, hallways, bathroom furniture
- Search: custom office furniture for B2B
- Kazakh-language search
- Display networks: retargeting website visitors
- Maps: showroom
- Brand campaign
- Performance Max or Yandex Master campaigns — once conversions accumulate
What a click costs and when to raise the budget.
Custom furniture in Almaty and Astana is a competitive search niche: dozens of workshops compete for “custom kitchens”. In our experience and based on market data, the search ad budget for Almaty should be planned from ₸250,000–400,000 per month, for other cities from ₸150,000.
Demand is seasonal: it grows from late summer to November and in spring, and dips in summer and January. In peak months it makes sense to increase the budget; in quiet months, keep search on hot queries and retargeting. New residential complexes create local spikes, for which separate ad groups can be launched.
Where the budget leaks in furniture search ads.
- Broad match without negative keywords — clicks on “second-hand kitchens”, “how to assemble a wardrobe”.
- All ads lead to the home page rather than the kitchens or closets page.
- No call tracking — it is unclear which campaigns bring calls.
- Optimising for “request” instead of measurement and contract — the algorithm brings the merely curious.
- Ads run around the clock while managers answer from 9 to 7, and night requests go cold by morning.
- Instalments in the ad without terms — a risk of rejection and complaints.
- One campaign for all cities — Almaty eats the budget while Astana and Shymkent get no impressions.
What search ads management includes.
Managing one system (Google Ads or Яндекс Директ) for one city is ₸150,000–250,000 per month. Both systems, several cities or campaigns in two languages — ₸250,000–400,000 per month. Setting up campaigns, analytics and call tracking is included in the first month; a one-off setup without management is ₸150,000. The ad budget is paid separately: from ₸200,000 per month, in Almaty from ₸250,000–400,000.
Improvements to landing pages and quizzes are estimated separately. Base prices are on the search advertising page.
The short version.
How much do search ads for a furniture maker cost?
Management starts from ₸150,000 per month for one system; the ad budget is separate: from ₸200,000, in Almaty from ₸250,000–400,000.
Google Ads or Яндекс Директ?
In Kazakhstan most search happens on Google, so we start there. Яндекс Директ is added to extend reach and the display network once Google is running steadily.
Do we need a separate landing page?
Preferably: a page for kitchens or closets with work, prices and a quiz usually converts better than a general website. We can build a landing page for ads.
How do we know the ads pay off?
We connect ads, call tracking and the CRM: you see the cost per measurement and contract for each campaign. Budget decisions are made on contracts, not clicks.
Which is better for furniture: search ads or social ads?
Search ads catch people ready to buy, social ads create demand with visuals. For most furniture companies the best option is to combine social ads with your work and search ads on hot queries.
Same service for other industries
Want requests from search this month? Describe the task — we will suggest campaigns and a budget.
Tell us which furniture to promote, in which cities, whether you have a website and landing pages and whether you have run search ads before. We will reply with a plan and forecast within 1–2 business days.