Funeral arrangements and local support
Use factual language about arrangements, service area and when someone is available to answer.
Google Ads for funeral directors
A family may need to speak to someone quickly. Another person is planning ahead. Give both a clear route, and keep reporting to the outcomes of the service.
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Be clear about how to get in touch
Qualify and measure enquiries
Measure answered enquiries and arranged meetings sensitively. Keep family information in the practice’s own records.
Keep family information in your own records
The ad account does not need names or circumstances. It needs to show that calls were answered and meetings took place, in aggregate.
Enquiries that need a calm route
Someone who needs help now
Show when a person answers and the area you cover. The page should make the phone number obvious.
Planning ahead
A separate page for funeral plans or advance conversations keeps those enquiries out of the urgent calls, if you offer that.
A search for a specific service
Describe what you arrange in factual words. Avoid slogans. Families are comparing who will answer and who covers the area.
What reporting should stay limited to
Answered enquiries and meetings arranged. Keep family information in the firm’s records. Do not build audiences from sensitive circumstances.
What this looks like in practice
A family may want to speak to someone quickly, while another visitor is looking ahead. Give both a clear contact route and keep reporting limited to service outcomes.
Questions before you spend on ads
What counts as a suitable funeral enquiry?
Use factual language about arrangements and availability. Record answered enquiries and agreed meetings without including family details in advertising reports.
How do I work out what I paid for the work?
Add Google ad spend and management fees, then divide that by the number of arranged meetings linked to those ads. Include any setup fee in a separate first-month calculation. Use the same period for spend and results, and keep repeat calls, cancellations and unfinished enquiries out of the final count.
Questions from local owners
What should the ads say?
That you arrange funerals in the areas you cover, and when someone can talk. Keep the language factual and quiet.
Should we use remarketing?
No. Do not follow people around the web after this kind of visit.
What is appropriate to measure?
Calls answered and meetings held. Nothing about the family beyond that.
Plan your campaign
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