Reputation and word of mouth remain powerful tools, but with families often spread further apart and arranging funerals from a distance, Google searches like “funeral director near me” are now a key part of the decision-making process.

Platforms like Google Ads help firms appear when people are actively searching. Campaigns can be tailored by location, time and keyword strategy and results are measurable, from website clicks to phone calls and contact form submissions.

John Weir Funeral Director, an independent firm based in Kent, began noticing a decline in online enquiries despite its long-standing local reputation. With more families relying on Google to find funeral services, the firm recognised that poor visibility in search results was likely affecting its ability to reach new families.

To address this, the firm explored digital advertising and began trialling a Google Ads campaign. It worked with Your Business Angels (YBA), who helped adjust search terms, refine John Weir’s messaging and focus on more accurate local targeting.

According to the agency, enquiries rose from a handful to more than 30 per month. The campaign also improved the firm’s presence in local search results, helping families find them at the moment they were looking for support.

Digital marketing doesn’t require a large budget, but it does benefit from careful planning and set-up. For independent firms, it offers a practical way to support their community reputation and stay visible at the right moment.

“I wish to confirm that this funeral directors have given permission to be in this case study,” said Laura Moxham, MD of Your Business Angels (YBA), an associate member of both NAFD and SAIF.