Online marketing for furniture makers and interior builders
Marketingkenners makes sure furniture makers and interior builders get their own enquiries for bespoke cupboards and furniture, with a website, Google Ads and Google Maps. We measure every enquiry all the way to the signed quote.
100+ businesses and growing
Marketingkenners helpt meubelmakers en interieurbouwers aan aanvragen voor kasten op maat, inbouwkasten, schuine wand kasten, tv-meubels en complete interieurs. Je website laat je maatwerk en werkwijze zien en het formulier vraagt plek, afmetingen en een foto. Google Ads draait het hele jaar, met extra budget in september en januari, gemeten tot de getekende opdracht.
Your customer is torn between bespoke and a customised Ikea cupboard
Anyone looking for a bespoke cupboard usually has a tricky spot at home. A sloping wall in the loft, an alcove next to the chimney breast, a washing machine that needs to be hidden or a TV wall that fits the rest of the interior. The customer searches for “kast op maat” or “inbouwkast” and then compares real bespoke makers with companies that adapt Ikea cupboards. “Ikea kast op maat” alone is searched 1,900 times a month.
That is where it goes wrong. Often there is beautiful work on the website, but no explanation of the way of working, the materials and what makes bespoke different. The customer then lacks a reason to pay more and asks three parties for a price.
A good enquiry for bespoke work contains the spot in the house, the dimensions, a photo and an idea of material and finish. Then you can give a first sketch or indication without having to visit straight away.
This is how your customers search
People in the Netherlands use these search terms to look for a furniture maker or bespoke work, with the highest cost per click that advertisers pay for a spot at the top.
| Search term | Searches per month | Cost per click (highest) |
|---|---|---|
| kast op maat | 9.900 | € 3,37 |
| meubelmaker | 5.400 | € 2,18 |
| kast op maat laten maken | 2.900 | € 2,70 |
| schuifdeuren op maat | 2.400 | € 2,67 |
| kledingkast op maat | 2.400 | € 2,48 |
| schuine wand kast | 2.400 | € 1,80 |
| inbouwkast op maat | 1.600 | € 2,96 |
| tv meubel op maat | 1.600 | € 2,86 |
Source: Google Ads Keyword Planner, the Netherlands, monthly average from September 2025 to August 2026. Retrieved on 12 October 2026.
A trade with a flat season
Bespoke interior work has no hard peak. “Kast op maat” sits at 12,100 searches a month in September and January and at 8,100 from April to August, about two thirds. “Meubelmaker” follows the same pattern: 6,600 in September and January, 3,600 in July. “Tv meubel op maat” drops the most, from 2,900 in September to 880 in August.
For your planning that means: advertising all year round works, with extra budget in September and January. In summer demand is lower but still solid, so then we fill your schedule for the autumn. “Kast op maat” has a highest cost per click of €3.37. With a limited Google Adsbudget you still bring in quite a lot of visitors, and then what matters most is whether your website turns them into enquiries.
- September and January: peak, “kast op maat” 12,100 per month
- April to August: about two thirds of the peak
- July: quietest month for furniture makers
What the Growth System does for a furniture maker
Six parts that show your bespoke work to people who are searching for it right now.
A website that shows your craftsmanship
Pages for each type of bespoke work, from built-in wardrobes to sloping-wall cupboards, with photos of your own work and an explanation of materials and way of working.
Google Ads on bespoke search terms
Ads on made-to-measure wardrobe, fitted wardrobe and bespoke sliding door searches in your region. We filter out people searching for loose cupboard doors or customised Ikea wardrobes if you don’t want those jobs.
Found locally as a furniture maker
Anyone searching for a furniture maker with a place name sees Google Maps first. A Business Profile with photos and reviews makes sure you stand out there.
Enquiries with measurements and a photo
The form asks for the location, dimensions and a photo. That way you can give a first indication without driving out straight away.
Measured through to the job
You see which search term led to a signed quote, so you know whether wardrobes, TV units or complete interiors bring in the most.
One furniture maker per region
We work with one business per trade per region. Another furniture maker in your service area won’t get our system.
How we start together
Foundation first, then ads. Tailored to bespoke work.
Intro call
We discuss which bespoke work you want to make, your service area, your margins and where your enquiries come from now. We tell you honestly whether the system fits.
Week 1, baseline
We measure through to the quote, so you can later see which enquiry became a signed job and which channel it came from.
Month 1, foundation
Website and conversion: a portfolio for each type of bespoke work, an explanation of your way of working from sketch to fitting, and a form with measurements and a photo.
Months 2 and 3, Google Ads
Campaigns on the search terms from the table in your region. From month 3 SEO is added, so you also get found on questions like sloping wall cupboard, and we adjust every month.
Job platforms or your own jobs
Job platforms and one-off parties
- The customer often asks several makers for a price at the same time
- Your work gets compared with ready-made wardrobes
- Your portfolio isn’t front and centre
- You can’t see which enquiry became a job
With Marketingkenners
- The enquiry comes in only to you
- The customer sees your own work and way of working first
- Your own site and Google Maps become your shop window
- You see per search term which jobs were signed
For furniture makers who want to grow
The Growth System works best if you recognise yourself in this.
- Your jobs are €2,000 or more, such as a wall of wardrobes or a complete built-in wardrobe
- You want more private jobs in your own region
- You can follow up enquiries quickly with a sketch or indication
- You have photos of your own work or want to have them made
- You want to know which jobs your marketing brings in
- You mainly want more clicks, likes or followers. We steer on enquiries and signed jobs.
- You’d rather try it yourself first. Start in the knowledge base
- You don’t know yet where the leak is. Take the free growth scan first
Related trades and your region
What customers say on Google.
I'm very happy with the collaboration. They're very engaged and we're seeing a nice rise in enquiries.
A lot has been achieved in online marketing in half a year. Niels is always well prepared and comes with concrete suggestions and recommendations.
Our sales have risen sharply since we started working together. Marketing is finally truly measurable. Highly recommended!
They listened carefully to our wishes, thought along actively and everything is professionally and sharply put together.
Thom and Niels know what they're doing, they get the most out of our website and know how to translate our technical knowledge into language consumers can understand.
Our photobooth sales shot up straight away and the website looks super sleek. They think along well with new ideas.
When it comes to CRO, SEO and SEA, the guys deliver visible results time after time. They work in a structured and focused way.
Thom put our website at the top of Google like a shot. He keeps all his agreements, correctly and reliably.
I had previously been let down by another agency, but Thom and Niels exceeded all expectations.
They know their stuff, are very pragmatic and proactive, and importantly: they keep their agreements. A pleasure to work with.
Thom and Niels helped me with my SEO and Google Ads, and as a result I've gained a lot of new customers!
We're very happy with how they think along and with the improvements to our sites and online visibility.
Always on hand and thinking along. Highly recommended for entrepreneurs looking for a top-sport mentality.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
Does Google Ads work for furniture makers?
Yes. Made-to-measure wardrobe is searched 9,900 times a month, with a highest cost per click of €3.37. You do need to filter well, because some people are searching for customised Ikea wardrobes or loose cupboard doors. We focus the campaigns on your region and on the bespoke work you want to make; read more about Google Ads.
When will I see the first enquiries?
We start with the foundation in month 1: website, portfolio and tracking to the quote. In months 2 and 3 the campaigns start, and SEO from month 3. We don’t promise numbers up front. Each month in the meeting you see what came in and what was signed.
Do you also work for my competitor?
Not in your region. We work with one business per region per trade. If a furniture maker in your service area already works with us, you hear that in the intro call.
What does it cost?
We discuss that in the call. It depends on your service area, the type of bespoke work and what is already in place, such as your website and photos. You hear what it costs before you decide anything.
Do I need a new website?
Not always. A furniture maker sells on visuals, so we first look at whether your site shows your work well and whether the form asks for measurements and photos. Sometimes adjusting is enough, sometimes a new website is the fastest route.
Ready for more enquiries?
Choose where your growth should come from. A specialist picks it up within one working day.
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