Funeral director marketing, handled the way the work deserves.
Most marketing advice is useless here and some of it is offensive. You cannot run urgency campaigns, you should not target the recently bereaved, and any agency proposing either does not understand the work or does not care.
What is legitimate is being present and clearly findable before you are needed, and offering pre-planning to people who want to spare their families a decision. Almost every family choosing a funeral director is doing so in the worst week of their life, and they choose whoever they already know of.
Everything, from the ad to the booked call.
Local presence and profile work
Being findable, with correct information and a dignified profile. For this sector it is most of the job.
Pre-planning campaigns
The one genuinely marketable service — aimed at older adults and their families, planning calmly and in advance.
Information rather than persuasion
What happens, what it costs, what the options are. Families search for this and almost nobody answers it plainly.
Restraint as policy
No urgency messaging, no targeting based on bereavement signals, no retargeting anybody who read a funeral page. We will decline those.
The weekly report
Enquiries and pre-planning consultations, reported quietly and without pressure metrics.
The form asks first, so your phone rings second.
Every campaign sends the click to a lead form that asks the qualifying questions before the enquiry reaches you. For funeral directors, that means:
- 01Is this an immediate need or planning ahead?
- 02Which area are you in?
- 03Burial or cremation?
- 04Would you prefer a call or an appointment?
Then one number every Friday: spend, leads, cost per lead and what we are changing next week.
qualified leads per month for a Dublin trades business
leads in the first month of a live trades campaign
Every figure comes from a client we can put you in touch with. We do not name clients in ads or on this page. See more on the results page.
What we will not do
We will not build audiences from bereavement signals, run urgency messaging, or retarget somebody who visited a funeral page. It is technically possible and it is indecent.
If another agency offers it, that is a reason to be careful of them rather than a competitive disadvantage on our part. Families notice, and in a business built entirely on local reputation, being the firm that behaved well matters more than any campaign.
Pre-planning is the legitimate product
A growing number of people want to arrange and pay for their own funeral so their family does not have to decide anything. It is a considered purchase, made calmly, and it can be advertised without any of the above problems.
It also builds the relationship long before it is needed, which is precisely how families end up choosing one firm over another.
€1,500 a month. Everything included.
Meta advertising fully managed, lead forms that qualify, social media fully run, all creative every month and the Friday report. Google Ads managed on top: €2,000 a month. No setup fee, no contract, month to month. Advertising spend is paid directly to the platforms and stays in your control.
Every county in Ireland.
Campaigns are built around the towns you actually cover, not a county name. Counties where we see the most demand for funeral directors:
Straight answers.
Can you advertise funeral services at all?
Presence and information, yes. Urgency and bereavement targeting, no — we will not do it and you should not want it. Pre-planning is the service that can be marketed properly.
What matters most for our firm?
Being known locally before we are needed, and being easy to find with the right information when we are. The Google profile and clear, plain information do more than advertising.
Should we publish prices?
Yes. Families are anxious about cost at the worst possible moment and are grateful to anyone who tells them plainly. It is also increasingly expected.
Is social media appropriate?
Sparingly and carefully — community presence, notices where families want them, nothing promotional. Tone matters more here than anywhere else we work.
What does it cost?
€1,500 a month with everything included, or €2,000 with Google Ads managed on top.
Find out what you're missing.
A free growth audit of your Google map results, reviews, website and the ads running in your county. Sent as a PDF within 24 hours. No call needed.