Google has one big advantage Facebook doesn't: people on Google are searching. The intent is right there in the query. But the way permanent lighting fits into Google's keyword landscape is unusual — most search volume is either too broad (and expensive) or too rare (seasonal). Here's the breakdown.
The three types of Google ad campaigns for lighting
1. Brand keywords — cheap, easy, ALWAYS worth it
If your business name is "Boss Lighting," bid on "Boss Lighting" so competitors can't steal your traffic. CPCs are typically $0.50–$2. Always run this.
2. Bottom-of-funnel local keywords — narrow but high-intent
"Permanent lighting installer [city]", "permanent christmas lights [zip]", "[brand] permanent lighting installation." Search volume is low in most markets (often under 100 searches/month per term), but the people typing them are in-market. CPCs $4–$10. Conversion rates are decent if your landing page is good. Run with a small budget.
3. Broad outdoor-lighting keywords — expensive, mixed intent
"Outdoor lighting", "exterior lighting", "Christmas light installation." High volume, but you're competing with landscape lighting, holiday-light installers, and big retailers (Home Depot, Lowe's). CPCs hit $8–$15, and most clicks come from people who weren't shopping for permanent lighting specifically. Avoid these for cold acquisition.
The math, side by side
| Metric | Google Ads (bottom-funnel) | Mailed design quotes (Light Launch) |
|---|---|---|
| Cost per click / impression | $4–$10 per click | $1 per mailing (in-hand) |
| Click → form fill rate | 5–10% | 15–20% QR scan rate |
| Form fill → close rate | 5–15% | 10–25% (after QR scan) |
| Effective cost per close | $300–$800 | $200–$400 |
| Volume potential per market | Capped by search volume | Capped by neighborhoods you can mail |
| Avg return per $1 spent | $4–$10 (cold) | $32 (Light Launch installer average) |
The right channel mix
Don't pick between Google ads and mailed design quotes — use them for different jobs:
- Mailed design quotes — your primary acquisition channel. Drives 60–70% of budget. Scales with neighborhoods.
- Bottom-funnel Google ads — captures the rare but valuable searchers. 5–10% of budget. Don't expand into broad terms.
- Brand keywords — defensive only. Tiny budget, run forever.
The bigger your install base in a zip code, the more this matters: people Google "[your business name]" after seeing a friend's house lit up. Capturing that search costs $1; missing it because a competitor outbid you costs the install.
Mail beats clicks for permanent lighting.
Free to start. $1 per mailing. Average return: $32 per $1 spent.
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