How a national cabinet brand used targeted ads to drive foot traffic to over 100 locations

Nearly 20 locations.   

8,000+ employees.  

And over 1,500 dealers. This brand is among the largest manufacturers/distributors and exclusive kitchen cabinet manufacturers in the United States.   

The cabinet brand came to BrandMuscle facing a few challenges with their paid search program.   

Some of the company’s 1,631 dealers have as many as 20 locations, giving them a total of 3,030 locations.   

The problem: Many dealers didn’t have sufficient digital marketing experience.  

When the dealers looked for assistance from the corporate office, their HQ wasn’t sure how to best scale their digital program to support all dealers.  

With the help of the BrandMuscle team, the cabinet brand created a paid pilot search program to drive traffic to dealer showrooms and get customers to schedule in-store appointments with designers.  

The program:    

• Included 36 dealers across 107 locations
• Targeted keywords, including “cabinets near me,” to reach qualified consumers within a 15- to 60-mile radius of each dealer’s location.  

Each ad click went to a landing page tailored to the brand and relevant to that dealer’s location. The landing page prompted visitors to provide details about their cabinet project. Upon form submission, a downloadable product details sheet and a note to dealers for personal follow-up were sent. Then a unique phone number on the landing pages provided call-tracking stats.  

Based on data from the pilot, we optimized for new keywords to drive more traffic. Next steps: 

• Remove lower-performing keywords and Google groups  
• Shift the focus from clicks to conversions  
• Remove the ads targeting contractors (which were underperforming)  

Analyzing key metrics about click-throughs and conversion rates allowed for ad optimization and better utilizing ad spend.