ModeledIllustrative case study. Tidewell Kitchens & Joinery is a composite business, not a real client. Its figures model a typical 7-person custom kitchen and joinery studio in Melbourne, using standard Australian market inputs. Every assumption is listed at the bottom of this page.
Tidewell Kitchens & Joinery
Kitchens & joinery · Melbourne
The challenge
Tidewell Kitchens & Joinery is a 7-person custom kitchen and joinery studio serving Melbourne’s eastern and bayside suburbs, completing around five projects a month at an average of A$65,000. Its client outcomes were strong, but its online presence did not reflect them: 34 Google reviews at 4.6★, while competing studios in the local map pack held three to four times as many. Review requests were informal, reaching about one client in three, and were usually sent by email with the final invoice — the point in a project when client goodwill is lowest. The Google Business Profile generated approximately 35 calls a month.
The solution
The review request was moved to reveal day: the day the benchtops go in and the kitchen is effectively complete. Every client receives a short personal text that day with a direct link to the studio’s Google review page and an invitation to add a photo of the finished kitchen, followed by a Houzz request two days later. Structured check-ins at demolition, cabinetry installation and benchtop template identify issues while they can still be resolved, which is what protects the rating. Clients who raise concerns are routed to the owner for resolution and remain free to post a review, in line with Google’s policies. Every review receives an owner-approved reply within 24 hours. A one-time campaign also reached clients from the previous two years who had never been asked.
What's included
01
Structured check-ins at demolition, cabinetry installation and benchtop template, so issues are resolved before completion.
02
A personal text with a direct Google review link on the day the kitchen is completed, and a Houzz request two days later.
03
Every client is asked, and no review is incentivised. Review gating and incentives both breach Google’s policies and put the profile at risk.
04
Clients are invited to add a photo of the finished kitchen, the most persuasive content a kitchen studio’s profile can carry.
05
Every review receives a reply drafted in the owner’s voice and approved before posting.
06
A one-time, paced request to clients from the previous two years, sent under the Spam Act’s inferred consent for existing customers.
The results
73
Google reviews (from 34)
4.8★
Google rating (from 4.6★)
+30%
Calls from Google profile
| Metric | Before | After |
|---|---|---|
| Clients asked for a review | ~1 in 3 | Every client |
| Timing of the request | With the final invoice | On reveal day |
| Google reviews | 34 | 73 |
| Google rating | 4.6★ | 4.8★ |
| Houzz reviews | 11 | 25 |
| Reviews answered within 24 hours | Occasionally | Every review |
| Calls from Google Business Profile / month | 35 | 45 |
| Additional ad spend | A$0 | A$0 |
How it rolls out
Week 1
Google Business Profile and Houzz audit. Milestone dates mapped from the project schedule.
Week 2
Messaging agreed with the owner. Past-client list reviewed for consent.
Weeks 3–5
Past-client campaign sent in small daily batches. Pacing matters: a sudden spike in reviews can trigger Google’s spam filtering.
Months 2–6
Milestone check-ins and reveal-day requests on every completed project. Monthly reporting on review count, rating and profile calls against local competitors.
What it costs
Ad budgets are unchanged. The system is delivered as a fixed scope at a fixed price, agreed in writing after a free 30-minute audit and built against a single agreed target. If the measured return has not covered the build cost within 90 days of go-live, optimisation continues at no management fee until it does, for up to 12 months.
How this was modeled
Its figures model a typical 7-person custom kitchen and joinery studio in Melbourne, using standard Australian market inputs. Change any line below to your own number and the result moves with it — that is what the free audit does.
More results
26 → 35
Booked consultations / month
A Mississauga design-build kitchen company was generating 150 enquiries a month and reaching only 70% of them in time. Sub-60-second response lifts booked design consultations from 26 to 35 a month with no increase in ad spend.
£190K
Signed from old quotes in 90 days
A Manchester renovation contractor held three years of unconverted quotes in its CRM. A PECR-compliant reactivation campaign and a structured quote follow-up sequence convert that list into booked consultations with no additional ad spend.
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