Retailers set the price expectations
The homeowner saw $1.99 a square foot on a banner and now wants to know why your installed quote is $8. The ad has to set the frame before the call.
Material is most of the invoice and the retailers sell it cheaper. Sell the install.
Flooring searches are owned by the sellers of flooring: Floor & Decor, LL Flooring, Home Depot, Empire. They bid $5 to $25 a click and send the homeowner to a cart. A contractor who needs to install the floor is fighting for the same person.
We build campaigns around installed flooring by type, write ads that sell the crew and the finished room, and track calls to measured, deposited jobs.
Jobs from $2,500 to $15,000, whole-home more. The upside is real. So is the waste, and here’s where it usually comes from.
The homeowner saw $1.99 a square foot on a banner and now wants to know why your installed quote is $8. The ad has to set the frame before the call.
If you supply the floor, your money is tied up in product. If a sub lays it, their day rate comes out of the same job. Bad clicks come out of what is left.
“Hardwood floor refinishing”, “floor sander rental” and “squeaky floor fix” use your words with different intent.
Campaigns by floor type: Hardwood, LVP and laminate, tile, carpet, refinishing, commercial. Separate bids because a carpet bedroom and a 2,000 square foot hardwood install are not the same lead.Installed pricing and real photos: Ranges per type, installed, plus rooms you actually did. The shopper who only wants planks leaves early and does not cost a measure.Negatives for retail, rental and DIY: Store names, “sale”, “per box”, sander rental, “how to install”, floor cleaner, installer jobs. Mined every week.Deposits tracked: Call tracking plus RFMS, QFloors or your CRM, so bidding learns from jobs that were measured and deposited.Examples from flooring accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
A contractor with two install crews in a mid-size metro usually needs $3k to $8k a month to stay busy. Showroom businesses run higher. We match it to how many measures you can run a week.
No. One flooring company per metro. We are not going to run the same keywords for two installers in the same city.
Not completely, but mostly. Installed-intent keywords, ads that say “installation” up front and a long negative list cut most of it. The remaining few get filtered by the pricing on the page.
Clicks at $30 to $80. Materials and crews eat most of the job. The ads can’t afford to miss.
How we run it →A small niche with a lot of Amazon in it. Precision matters more than budget.
How we run it →It rains, the phone rings, the franchises bid. Be ready before the storm, not after.
How we run it →Lead vendors sold you the same name three times. Your own ads don’t.
How we run it →Talk to a senior PPC expert who has run flooring accounts. Never a junior.