Lighting marketing agency

Titles should read the way a lighting search reads: Ribbed Glass Pendant Light, Brushed Brass, E27, or IP44 Bathroom Ceiling Light, Chrome, GU10 Included. Cap type and IP rating in the title win the technical searches that purely decorative listings never reach.

Split campaigns by fitting type first, since pendants, wall lights, floor lamps, table lamps and spotlights are separate purchases with separate margins. Then split by despatch method, because a table lamp goes in a parcel and a large chandelier does not, and the two cannot share a shipping assumption.

Search ads take the questions a tile cannot: plug in wall lights with no wiring needed, dimmable pendant for a low ceiling, what light is safe above a shower. Copy names the cap, whether a bulb is included and whether an electrician is required. Negatives clear car headlights, stage and studio lighting, grow lights, festive string lights and commercial fittings unless you stock them.

Sell the light, not the lamp. The creative that works shows a room going from overhead glare to layered lamps, a dimmer being turned down on camera, or a warm shade glowing against a dark window. Still images of an unlit fitting on white tell a viewer nothing about the only thing they are buying.

Installation content performs unusually well. Swapping a ceiling rose, shortening a flex, choosing a bulb for a shade, positioning a pendant over an island. It reaches people at the moment they are deciding whether the job is within reach.

Audiences build from home renovation interest, recent movers where that is available, and your own buyer list segmented by finish and by room. Retargeting should carry the practical answer the viewer was missing rather than a discount, since price is rarely the objection. Catalogue ads need lit imagery in the feed or they will underperform every other format you run.

Lighting has a compliance layer most home categories do not. In the European market, light sources carry an energy efficiency class and a link to the product information sheet, and Merchant Center has attributes for that class. If you sell there, the feed has to carry them and they have to match the label on the box.

Beyond that, put cap type, lumens, colour temperature in kelvin, IP rating, maximum wattage, dimmable status, integrated or replaceable light source, and cable length in product_detail, and use product_highlight for whether a bulb is included. Every finish of one design shares an item_group_id, and colour takes Google's plain value with your finish name kept in the title.

Voltage and plug type differ by market, so region specific feeds should not share a single item where the electrical fit differs. Band shipping by size and weight, because chandeliers and floor lamps cannot ride on a lamp shade rate. Include a lit image among the additional images.

Lighting questions are practical and repeatable, which makes them ideal for search and for assistants. How high should a pendant hang above a dining table. What is the difference between E27 and E14. Which IP rating do I need above a bath. How many lumens does a living room need. Why do my LED bulbs flicker when dimmed. Can I shorten the cable on a pendant.

Write each as a page that opens with the answer and uses your own fittings as the example. A bulb and cap guide, a colour temperature guide and a room by room lighting plan are the three that earn most.

Collection pages should exist per room, per fitting type and per finish with real copy. Product pages carry the full specification as text rather than inside a spec image. Structured data on products and questions, plus reviews that mention the room and the bulb used, gives assistants something specific to quote back.

The most useful message a lighting brand sends arrives before installation. Confirm what is in the box, state the cap type and whether bulbs are included, link the installation guidance, and say plainly whether the job needs an electrician. That one email prevents a large share of the returns and the support tickets in this category.

After that, the bulb reorder is a real and repeatable flow for fittings with replaceable lamps. Save the cap and the colour temperature the customer chose and offer the matching pack when the time comes.

Then finish matching. New arrivals in the brass or black they already bought go to those customers first, framed as completing the house rather than as a new range. Room by room prompts follow, weighted towards the darker months when lamps sell hardest. Keep SMS for delivery slots on large fittings and for restocks people asked to be told about.