#1
Strong organic position
You are already prominent for local garden-room and garden-office searches. Paid media should complement that strength rather than compensate for a weakness.
Bromley Garden Rooms already appears strongly when local buyers search for garden rooms and garden offices. That means this is not a rescue job. The opportunity is to test whether paid media can add a predictable stream of incremental projects without undermining the economics.
Using an £800 monthly media budget, a £22k average project value placeholder and a cautious conversion model.
Bromley Garden Rooms appears strongly across the searches that matter. That changes the paid-media brief: the goal is not to fix weak visibility, but to see whether paid can create additional, profitable demand alongside what is already working organically.
You are already prominent for local garden-room and garden-office searches. Paid media should complement that strength rather than compensate for a weakness.
At this level of project value, paid media does not need huge volumes to be commercially useful. A small number of incremental wins can materially change the return.
In the working £800/month model, roughly 2.6 completed projects a year cover media and ThinkingMan fees.
Exact-location keywords alone are too small to carry the plan. I would instead target broader high-intent category searches and tightly geofence them around Bromley and the surrounding catchment.
Start with commercial-intent searches rather than only terms containing “Bromley”.
Use wider category demand, but restrict who sees the ads to the real serviceable catchment.
Garden rooms are visual. Meta can support consideration and retargeting once Search has established the economics.
The media assumptions below are working inputs from the model. The useful owner-side variables are the economics you are more likely to know: average project value and gross margin.
The model is useful because it gives us a commercial starting point. It becomes genuinely useful when the assumptions are replaced by the economics of your actual jobs.
If a typical completed build is worth more than £22k, the same acquisition cost produces a stronger contribution and creates more room to widen the catchment.
If gross margin is thinner, I would prioritise search-term quality, qualification and landing-page efficiency before increasing media.
Once we know what a profitable project costs to acquire, visual retargeting and project-led creative can be layered in with a clearer job to do.
I personally handle the marketing science, strategy and account. The aim is not simply to buy clicks, but to work backwards from what an additional completed project is actually worth.
plus £250 per completed project attributed to paid media.
Working media budget: £800 / month.
Enough to test whether the wider local category demand can translate into profitable incremental projects before any case is made for scaling.
Advertising spend is paid directly to the platforms. Attribution rules for the £250 completed-project fee would be agreed before launch.
If the opportunity is worth exploring, I’d start with your average completed project value, gross margin, and how many additional projects you would realistically want to take on in a year.