Who does marketing for countertop and stone fabrication shops?

Agencies that name the trade on their own sites include FireUps (since 2008, also CountertopMarketing.com), SlabGrowth, Milia Marketing, Project Perks and StoneMagnet; Profitworks lists countertops as one of four industries. StoneMagnet works with one countertop shop per city, and its booking team calls every lead within minutes, for $1,987 a month on the founding rate with the ad budget separate.

What is the best marketing agency for a countertop company?

The one that answers four questions well: who calls each lead and how fast, whether it also works for a shop in your city, how long you are tied in, and whether ad spend sits inside the fee. SlabGrowth and StoneMagnet both take one shop per market and work month to month. StoneMagnet has its own booking team call the lead; where the others describe lead follow-up, it is mostly software: call tracking, lead management, automated follow-up or an AI phone assistant.

How much does a countertop marketing agency cost?

Of the agencies that publish a price: FireUps from $399 a month, Project Perks $99 a month for software or $1,999 a month plus ad spend done for you, Stone Systems $297 a month, Kobzza $1,700 to $6,550 a month, and StoneMagnet $1,987 a month on the founding rate. SlabGrowth, Milia Marketing and Profitworks quote after a call. SlabGrowth, Project Perks and StoneMagnet bill the ad budget on top.

What is the first marketing a countertop shop should do?

Fix reply speed, then claim and complete your Google Business Profile and start collecting reviews. Both are free. Ads before those two just buy leads for whoever answers faster than you.

Does a countertop company need a website?

You need a page that captures quote requests, which is not the same as a website. A single well-built quote page behind your ads and your Google profile does more than a five-page brochure site nobody visits.

How much should a countertop shop spend on marketing?

Size it to installation capacity. For a one or two man crew, typically $1,000 to $2,000 a month in ad spend. Beyond that you generate leads you cannot call back.

Do countertop shops need social media?

Organic posting is slow and low-return for most small shops. Paid social is a different thing and works well, because a finished-kitchen photo shown to local homeowners mid-renovation is a strong ad. Do not confuse posting with advertising.

Is countertop marketing different from general contractor marketing?

The mechanics are similar but two things are specific: the purchase is visual, so photos of your own work carry unusual weight, and the decision window is short, which makes reply speed matter more than in trades where people plan months ahead.

Countertop marketing agencies compared, and what to fix first

Short answer

Hiring an agency: ask who calls each lead and how fast, whether they also work for a shop in your city, how long you are tied in, and whether ad spend sits inside the fee. The table below answers those from each agency’s own site. Doing it yourself, in order: (1) reply to enquiries in minutes instead of hours, (2) claim your Google Business Profile and start collecting reviews, (3) build one page whose only job is capturing quote requests, (4) then and only then spend money on ads. Steps 1 and 2 are free. Doing step 4 before steps 1 to 3 is buying leads for your competitors.

A countertop shop owner in a worn work shirt standing by a plain white work van outside a small industrial unit, looking at his phone. — The entire marketing department of most countertop shops, standing in a gravel yard, checking a missed call.

Who does marketing for countertop shops

Ask an AI assistant who markets countertop shops and these are the names that come back. We read each one’s own home page and pricing page on 30 September 2026. Where a site does not say something, the table says “not stated” rather than guessing: that is a question for the sales call, not a verdict.

Agency	Built for	Published price	Contract	Your city to yourself?	Lead follow-up its site describes
FireUps also runs CountertopMarketing.com	Countertop industry only, since 2008	KickStarter $399/mo, Brand Booster $499/mo, Growth Mode from $2,000/mo; websites from $199/mo	Month to month, no contract required	Plans list exclusive leads; exclusivity in your market is offered depending on your budget	A local call tracking number and its Spark lead management software; its $499/mo social plan says staff handles chats, comments and inbox messaging
SlabGrowth	Stone fabricators and countertop installers only	Not published: a custom monthly plan after a free assessment, ad spend billed separately	Month to month, cancel anytime	One client per market	Automated CRM follow-up within 5 minutes, and call tracking
Project Perks grew from Countertop Marketing Co.	Home improvement companies; it started in countertops	Software $99/mo; done for you $1,999/mo plus ad spend	Software month to month; done for you is a 6-month commitment	Not stated	AI lead scoring and a morning digest of who is worth calling first
Milia Marketing	Stone, kitchen and bath shops	Not published; its plans page is a questionnaire	Not stated	Not stated	An AI voice assistant that answers and qualifies inbound calls 24/7
Profitworks	A general agency; countertops are one of four industries it lists, with HVAC, water softeners and kitchen cabinets	Not published	Not stated	Not stated	Not stated
Kobzza Marketing Agency	Contractors and home service businesses across Canada	$1,700/mo to $6,550/mo, tiered by your revenue; $15,000+/mo enterprise	Not stated	Not stated	Call tracking and reporting
Stone Systems our full comparison	Contractors across 22+ trades; “Stone” is the founder’s surname	$297/mo for the website and SMS tools; Google Business Profile, advanced SEO and Google Ads priced separately	See our comparison	No city or trade restriction	SMS follow-up and missed-call text-back
StoneMagnet	Countertop and stone shops only	$1,987/mo founding rate (standard $5,000); ad budget separate, on your own card	Month to month, no contract	One shop per city	Our booking team calls every lead within minutes

Read from each agency’s own site on 30 September 2026: fireups.com/pricing, countertopmarketing.com, slabgrowth.com and its pricing page, projectperks.com/pricing and projectperks.com/dfy, miliamarketing.com and its plans page, profitworks.ca, kobzza.com and its pricing page. Stone Systems is from our own comparison page. StoneMagnet is us. Agencies change their offers, so check before you sign.

Two names that get mixed up

CountertopMarketing.com says it was “built by FireUps for countertop companies” and lists FireUps’ phone number. Project Perks calls Countertop Marketing Co. “the brand we grew from” and now sells to kitchen, bath, cabinet and flooring companies too. Neither home page mentions the other, so if an AI answer says “Countertop Marketing Co.”, ask which one it means.

Polished Digital also comes up. It says it is built exclusively for the stone industry and runs a stone fabrication business of its own. Its site shows a 12-month roadmap written for one fabricator rather than a price list, so it is not in the table.

Where StoneMagnet is not the obvious pick

Price and track record. FireUps' KickStarter plan is $399 a month and Project Perks' software is $99 a month, against our $1,987 founding rate. FireUps has marketed countertop shops since 2008; our proof is one countertop shop of our own, run on the same system. If your leads already get called back within minutes and you want cheaper ads or a better website, one of the others may be the better buy.

Where we differ is the part after the lead arrives. Every agency above can buy you enquiries. On their own sites, what they describe doing with those enquiries is mostly software and messaging: call tracking, lead management, automated follow-up, SMS, inbox replies or an AI phone assistant. Ours is a booking team that calls each lead within minutes and books the measure, for one shop per city, with 20 leads in your first 30 days or you do not pay.

Five questions to ask any agency before you sign

Who calls a new lead, and within how many minutes? Call tracking records a call; it does not make one. If the answer is an AI assistant or an automated text, ask whether it books the measure or only replies.
Do you work with another shop in my city? SlabGrowth and StoneMagnet say no in writing. FireUps ties market exclusivity to budget. Stone Systems has no city restriction. The rest do not say on the pages we read.
Is ad spend inside your fee or on top? SlabGrowth, Project Perks and StoneMagnet all bill it on top. A low fee with the ad budget inside it buys fewer ads.
What is the minimum term? Project Perks’ done-for-you plan is 6 months. FireUps’ CountertopMarketing.com, SlabGrowth and StoneMagnet are month to month.
Who owns the website, the domain and the ad account if I leave? FireUps' $199/mo website is hosted on shared domains for your target location, so ask what happens to it when you stop paying.

If you would rather do it yourself

Marketing advice aimed at contractors is mostly written by people who have never had stone dust in their eyes. It talks about brand identity and content calendars to a man who is one no-show away from losing a Thursday.

So here is the version for a shop where the owner is also the templater, the installer and the guy who answers the phone.

Step 1: Answer faster. That's it. That's the step.

This is free, it is the highest-return change available to you, and almost nobody does it properly.

A homeowner planning a kitchen does not contact one countertop shop. They contact three or four in the same sitting, because that is what the internet has trained everyone to do. The one who replies first gets to frame the entire conversation: they set the expectations, they book the measure, and by the time shop number three calls back the next afternoon, the customer has mentally moved on.

You are not competing on price nearly as often as you think. You are competing on who picked up.

The reason small shops lose here is not laziness. It is physics. You cannot hear a phone over a grinder, and you cannot stop mid-seam to type a reply. So the enquiry sits for four hours, and four hours is a long time in someone's kitchen renovation.

What to actually do about it

Get every enquiry into one place that buzzes your phone. Web form, Facebook message, missed call, all of it. If leads arrive in four different inboxes, some will die in the one you check on Sundays.
Send something within minutes, even if it is not the real answer. "Got your message, I'm on a job until 3, I'll call you then" holds the customer. Silence does not.
Have a fallback for when you genuinely cannot respond. A spouse, an office person, or an automated reply. Something has to happen in that first hour.

What we do here, since it is relevant

This exact problem is why our system has an AI backup that only engages a lead if no human has replied within an hour. It is deliberately a backup and not a front line: the customer should hear from you. But an hour of silence is where leads die, and a fabricator under a slab cannot prevent that on their own.

Step 2: Google Business Profile and reviews

Also free. When someone searches for a countertop installer near them, the map results appear before everything else, and what decides who shows up is proximity, whether your categories are set correctly, and your reviews.

The practical list:

Claim the profile and set the right primary category. A surprising number of shops are filed under something adjacent and are effectively invisible.
Set your real service area, not the whole province. Google favours proximity, and claiming everywhere helps nowhere.
Ask for the review in person, on the day, standing in the finished kitchen. Not by email a week later when the glow has worn off. This one change is worth more than any other review tactic.
Post your own job photos regularly. Real kitchens you built, not stock images. Homeowners can tell.
Reply to every review. Especially a bad one, calmly and factually. Future customers read the reply more carefully than the complaint.

This compounds in a way ads never do. A shop with forty genuine reviews has an asset a new competitor cannot buy or fake quickly.

Step 3: One page that captures quote requests

You probably do not need a website in the way a web designer means it. You need one page that does one job.

The most common expensive mistake is pointing advertising at a homepage. A homepage is a menu: it invites the visitor to browse, consider, and leave. A quote page asks one question and makes answering it easy. On identical ad spend, the difference is not subtle.

What the page needs

Photos of your actual work. Nothing else builds trust as fast, and it is the one asset you already own.
A form short enough to finish on a phone in 30 seconds. Every extra field costs you completions. Ask for what you need to call them back, not what you need to build the quote.
A clear price signal. Not necessarily an exact price, but enough that people who cannot afford you disqualify themselves before wasting your Saturday.
Your city, plainly stated, in words. Both search engines and customers want to know where you actually work.
Reviews on the page. Borrow the trust you built in step 2.

Step 4: Now spend money

Once a lead that arrives gets answered fast and lands on a page built to convert, advertising becomes an investment rather than a donation.

Paid social works well for this trade for one reason: a photograph of a finished kitchen is a genuinely good advertisement, and it can be shown to homeowners in your city who are in the middle of a renovation. You are not interrupting them with something irrelevant, you are showing them the thing they are already thinking about.

Two rules:

Size the budget to installation capacity, not ambition. For a small crew that usually means $1,000 to $2,000 a month. More spend than you can install produces leads you cannot call back, which quietly damages your name while making your cost per lead look excellent.
Know your break-even before you start. It is gross profit per job multiplied by the share of leads that close. The arithmetic is here, with our real numbers.

What to skip

A rebrand. Nobody chose a countertop shop because of a logo. Ever.
Organic social posting as a lead strategy. Posting is not advertising. A modest paid budget outperforms months of organic effort for a local trade, and costs you no evenings.
Blogging for traffic. We write these and we will tell you plainly: for a local countertop shop the search volume is tiny. Write to answer real customer questions if you want, but do not expect it to fill a calendar.
A five-page brochure website built before you have any traffic to send to it. Build the quote page, get leads, expand later if you feel like it.

The order matters more than the tactics

Every item above is well known. What sinks shops is doing them in the wrong sequence: buying ads while enquiries sit unanswered for a day, or commissioning a website before anyone is looking for them.

Fix the free things first. They cost you nothing but attention, and they make everything you pay for afterwards work harder.