Where a kitchen company's ad budget goes

Retail and flat-pack

'Kitchen units', 'flat pack kitchen', 'kitchen doors only', 'ikea kitchen', 'kitchen worktops b&q'. These people are buying a product, not commissioning a fitted kitchen.

If you do supply-only, keep some of it. If you do not, it is the biggest single leak in the account.

• —ikea, flat pack, b&q, woodie's, diy, units only, doors only, replacement doors
• —worktop offcut, sink only, handles, cheap, budget, second hand

Appliances and everything that lives in a kitchen

'Kitchen appliances', 'best dishwasher', 'cooker repair', 'kitchen bin', 'kitchen table'. High volume, no relevance.

Furniture terms in particular pull a lot of traffic that looks adjacent and is not.

• —appliance, dishwasher, oven, hob, fridge, washing machine, repair
• —table, chairs, stools, bin, accessories, utensils

Recipes, cleaning and jobs

'Kitchen porter jobs', 'commercial kitchen hire', 'kitchen cleaning', and an enormous amount of recipe traffic.

Commercial kitchen terms are the ones most often missed because they sound like trade intent.

• —porter, chef, jobs, hire, commercial, catering, restaurant
• —cleaning, deep clean, recipe, how to cook

What is worth bidding on

Fitted and designed intent, plus a place. 'Fitted kitchens [town]', 'kitchen showroom [county]', 'kitchen design [town]', 'handmade kitchens ireland', 'kitchen renovation [town]'.

'Showroom' is the under-used one. Somebody searching for a showroom has already decided to visit one, which is the exact conversion you want.

Then read the search terms report

In this category it is always worse than expected because the word is so broad.

Weekly for the first month. The savings usually show up within a fortnight.