Let's TalkLet's TalkA room transformed by a new floor is a strong before-and-after on any feed. Facebook and Instagram can bring homeowners into a flooring showroom or book them for a measure - if the ads show real installs, the forms qualify the job and the follow-up lasts as long as the decision.
We review your Meta account, creative and forms, and trace recent leads to measures, showroom visits and installs. If you have not run Meta ads, we look at your installs and your showroom and tell you whether Meta is worth testing for your business.
Four failures we see repeatedly in this vertical, and what each one actually costs.
Ads built around a sale price or a percentage off attract the people most likely to compare that price with a big-box store or an online seller. They fill the form with price checks and leave the homeowners who care about the install unconvinced, because nothing in the ad shows what makes your floors different.
A one-tap instant form collects a name and phone number and little else. Without questions on rooms, floor type, timing and whether material is already bought, every lead looks the same, and estimators book measures for people who were only curious about the price.
Manufacturer room shots are beautiful and used by everyone who sells the range. In a feed they look like an advert for the product, not for you. Homeowners respond to real floors in real local homes, fitted by people they could meet in the showroom.
Flooring decisions take weeks. Meta leads that are called once and then left go cold, and the people who were nearly ready a month later book whichever company was still in touch. Without retargeting and patient follow-up, much of what the ads paid for is lost.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
A tired kitchen with a new floor, stairs finished properly, a whole ground floor in one continuous run - real reveals from your installs show what a homeowner is actually buying. We build creative around them, so the ads attract people who want the result rather than people hunting for the lowest price per square foot.
Every form we build asks rooms, floor type, timing and whether material is bought, using Meta's higher-intent form option where it helps. Leads arrive with enough detail to decide whether to book a measure, offer a photo estimate or invite them to the showroom first.
Most flooring leads are not ready on day one. We set up retargeting with floor-type guides and installs, and follow-up by email, Messenger and phone that helps rather than chases, so you are still in touch when the samples have been chosen and the date is set.
Before-and-afters and room reveals from real jobs.
Floor types, showroom visits and measures, each with its own creative.
Rooms, size, floor type, timing and material status.
Guides and installs for people still deciding.
Email, Messenger and phone through the decision.
Installs sent back to Meta, spend moved to what converts.
The parts of this that come from having run it in this industry before rather than from running it well in general.
A short video moving from the old floor to the new one is easy to understand without sound and shows the work at its best. Reveals from local homes, with the floor type named, make strong creative for both new audiences and retargeting.
A new range arriving, a consultation day or extended hours give homeowners a specific reason to come in. Event campaigns aimed at people near the showroom turn online interest into visits where the real choosing happens.
Customers happy with one room often want the next. With permission to use their details, a timely message about the hallway, stairs or bedrooms is cheap to run and well received, and referrals follow from customers who feel looked after.
For whole-home projects, leading an ad with payment terms can fall under Meta's financial products and services special ad category, which restricts targeting. Explaining payment options on the landing page keeps the ad about the floor and keeps targeting intact.
None of our case studies is a flooring company. The nearest is a skincare brand where we tested Meta creative systematically to find what persuaded - 8.4x ROAS and $1.1M in revenue, with acquisition cost down 63% within 90 days. Testing real room reveals and install videos against each other to find what fills the showroom is the same discipline, applied to floors instead of skincare.
Read the full case studyOften, yes - flooring is visual, and a room reveal performs well in a feed. The keys are creative from your own installs, forms that qualify the job, follow-up that lasts as long as the decision and measuring installs rather than lead counts. Meta is better at creating interest than catching urgent demand, which suits a planned purchase.
Sparingly. Discount-led ads attract people comparing prices with big-box stores and online sellers. A genuine offer can help, but lead with the finished room and what your install includes, so the people responding want your work rather than only the lowest square-foot price.
Real before-and-afters and short room-reveal videos from your installs, with the floor type named. Clips of the install itself - subfloor preparation, careful trim work, stairs - show the care behind the result. Manufacturer photos are polished but look like everyone else's adverts.
Both can work. Instant forms are convenient but bring more casual enquiries, and they cannot take photo uploads. A landing page with a short form can collect photos of the rooms. Test both with the same qualifying questions and compare them on cost per install, not cost per lead.
Which rooms and roughly how large, the current floor, the floor type they are considering, any stairs, the timing and whether they have already bought material. Meta's higher-intent form option adds a review step, which reduces accidental submissions. Those details tell you whether to book a measure or invite them in first.
Give them a reason: a new range, a consultation day, extended hours or a chance to take samples home. Target people within a sensible distance of the showroom, show the space and the people they will meet, and make booking a visit easy. Track visits so you can see which ads fill the showroom.
If you have permission to use their details for marketing, yes - for other rooms, stairs and referrals. We check how the data was collected before any list is uploaded, and keep the messages useful rather than promotional, because past customers are the easiest people to annoy.
Carefully. Ads that lead with credit or payment terms can fall under Meta's financial products and services special ad category, which removes age and gender targeting and requires a wider location radius. Keeping the ad about the floor and explaining payment options on the landing page usually avoids that.
Until the homeowner decides or says no. Flooring decisions often take weeks. Use retargeting with installs and floor-type guides, and follow up by email, Messenger or phone with something useful each time. Stop when asked, so the follow-up builds goodwill rather than irritation.
Enough to test one campaign properly in your strongest floor type and area, measured in measures, showroom visits and installs. Scale what produces installs, and plan budgets around your busier periods, such as the weeks before holidays when people want floors finished, rather than keeping them flat.
Trace each lead to its outcome - measured, quoted, installed or lost - and send installs back to Meta through the Conversions API so the system learns which people buy. Cost per lead on its own misleads in flooring, because cheap leads often include price checks that never become installs.
Written for owners weighing this up, whether or not they work with us.
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No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.