Let's TalkLet's TalkFlooring searches mix homeowners ready to hire an installer with people buying planks online, DIYers learning to fit click-lock laminate and people looking for installer jobs. Google Ads for a flooring company has to pay for the first group and bring them to the showroom or the measure.
We go through the search terms you paid for, the measures and showroom visits they produced and what became of them, and show how much went on material shopping, DIY, install-only and job searches, which campaigns produced installs and what to change first. You get a recorded walkthrough; there is no call to sit through.
Four failures we see repeatedly in this vertical, and what each one actually costs.
'Cheap laminate flooring', 'vinyl plank flooring sale', 'how to install LVP' and 'flooring calculator' come from people buying material or doing the work themselves. 'Flooring installer jobs' comes from people looking for work. Without careful exclusions, these searches can take a real share of each day's budget before a homeowner who wants a floor fitted has seen your ad, and they make every report look busier than the business feels.
Hardwood installation, luxury vinyl, carpet and refinishing searches are worth different amounts and convert at different speeds. Lumped together, the cheapest and quickest conversions win the budget - often small carpet jobs or install-only requests - while the larger hardwood and whole-home projects that pay best are left with whatever is left by mid-afternoon.
Someone searching for engineered hardwood installation who lands on a home page full of carpet offers and a generic contact form usually leaves. Searchers want to see the floor type they asked about, installed in homes like theirs, with an idea of what the job involves and an easy way to book a measure or visit the showroom.
Many flooring sales start with an ad and finish in the showroom or on a phone call. Accounts that only count form submissions miss most of what they produce, so bidding learns from a fraction of the real results and budgets get cut on campaigns that were quietly filling the showroom.
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.
Flooring keywords attract shoppers, DIYers and job seekers alongside homeowners who want a floor fitted. We build exclusion lists from the search terms you actually pay for, keep them current as sale seasons and new product names bring fresh variations, and move the money onto searches that end in a measure or a showroom visit.
Hardwood and whole-home projects convert more slowly than a single bedroom of carpet but are worth far more. Each floor type gets its own campaign, budget and target, and installs are imported with their values, so a hardwood campaign is not starved because a small job happened to convert faster.
A flooring ad often ends in a phone call or a visit to the showroom. We track calls with their outcomes and record showroom bookings, so bidding learns from the whole picture and you can see which campaigns bring people through the door rather than judging everything on online forms.
Recent searches sorted into projects, material, DIY, install-only and jobs.
Negative lists built and reviewed monthly.
Hardwood, vinyl, carpet and refinishing campaigns and pages.
Rooms, size, current floor, stairs, timing and material asked up front.
Calls, forms and showroom visits recorded with outcomes.
Finished jobs fed back for bidding.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Google's current US list of Local Services Ads categories includes flooring services. Where available they charge per lead rather than per click, and verified businesses show a Google Verified badge. Run alongside search campaigns, compare them on cost per install rather than lead price.
Someone searching for engineered oak or waterproof luxury vinyl installation has usually done their research. Campaigns and pages for those searches, with local installs of that product, meet them at the point of choosing rather than at the start of browsing.
Sanding and refinishing searches come from homeowners keeping the floor they have. They want to know about dust, drying time and disruption rather than samples, so a separate campaign and landing page answers them properly and keeps that work visible in your reporting.
The easiest conversions in flooring are often price checks and small jobs. Importing finished installs with their values teaches bidding which searches lead to full rooms and whole floors, which matters in a trade where job sizes vary so widely.
None of our case studies is a flooring company. The nearest Google Ads engagement is an auto dealership, where tightly targeted search campaigns produced 1.22M clicks at a 0.90% click-through rate, 627% ROAS and $617K in revenue. A dealership and a flooring showroom share the same problem: the sale is made in person, so search has to bring ready buyers through the door rather than browsers.
Read the full case studyYes, when material, DIY and job searches are excluded, campaigns are split by floor type and landing pages show the floor that was searched for. Measured on installs rather than clicks, search ads can be one of the most dependable sources of work a flooring company has, particularly for hardwood and whole-home projects with clear intent.
Material and sale searches if you do not sell material online, DIY and how-to searches, calculators, specific retailers' names, and job searches such as installer jobs. Review the search terms report monthly, because new product names and seasonal sale searches keep producing fresh variations that slip past the lists you built last quarter.
Google's current US list includes flooring services, so many can, though availability varies by area. Local Services Ads charge per lead rather than per click, and invalid leads are not charged. Run them alongside search campaigns and compare the two on cost per install, because a cheaper lead is not always the better one.
Yes. Hardwood buyers usually take longer, ask more questions and spend more; luxury vinyl buyers are often replacing floors in kitchens, rentals or homes with pets and want speed and durability. Separate campaigns, budgets and landing pages stop the quicker-converting product taking all the budget from the more valuable one.
Ask how people heard about you when they arrive, record showroom bookings made by phone or online, and track calls with their outcomes. Where you have the data, import finished installs as offline conversions. Precise attribution of walk-ins is never perfect, but a consistent routine shows which campaigns fill the showroom.
Photos of local installs of that floor type, what your quote includes - removal, subfloor preparation, underlayment, trim, stairs - what drives cost, showroom details or how shop-at-home works, licence and insurance details where required, and a short form asking rooms, approximate size, current floor and timing.
If you have a showroom, yes, in its own campaign with location targeting around it and ads that show your address and opening hours. Those searchers want to visit somewhere, so the landing page should make it easy: what is in the showroom, parking, hours and whether they need to book a consultation.
Enough to keep your installers busy in your strongest floor types and areas. Start with the most profitable line, judge it on cost per install over a couple of months, then expand into what works. There is no single right number, and a small, well-targeted account can do very well.
Import finished installs as offline conversions, with their values where possible, so bidding learns which searches lead to real jobs. Counting every measure request equally teaches Google to find people who request measures, and in flooring a share of those are price checks from people who will buy material elsewhere.
Excluding wasted searches can improve an account within weeks. Install results take longer to read, because samples go home and decisions take time, so judge changes over a couple of months and against the same period last year where seasonal patterns matter, such as the run-up to holidays when people want floors finished.
Written for owners weighing this up, whether or not they work with us.
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