DIY is half the volume
“Refinish hardwood floors” brings in rental sander searches, YouTube watchers and “how much does it cost” browsers. Clicks run $6 to $15 each.
Refinishes at $2k to $8k, new installs at $10k+. Flooring stores bid on every term.
The person who just pulled up carpet and found oak underneath is a great lead. The person googling “rent a floor sander” is not, and they search the same words. In between are the flooring stores, LL Flooring, Empire and Home Depot, who want the sale and will sub the install to anyone.
We build campaigns for refinishing, new installs and repairs, keep the rental and retail traffic out, and track every estimate to a scheduled, finished floor.
Jobs from $1,500 to $15k. The upside is real. So is the waste, and here’s where it usually comes from.
“Refinish hardwood floors” brings in rental sander searches, YouTube watchers and “how much does it cost” browsers. Clicks run $6 to $15 each.
Flooring stores bid “hardwood floor installation” to sell product. Your ad needs to say refinish, dustless, same crew, and a real timeline.
A 150 square foot entryway costs as much to win as a 1,500 square foot main level. Without square footage language, you get the entryway.
Refinish, install, repair: Three campaigns with three budgets. Sand and finish gets the most, new hardwood installs next, repairs and board replacement a trickle.Dustless and timeline in the headline: Homeowners worry about dust and about moving out. Ads that say “dustless” and “three days” win against the generic listing.Negatives for rentals and retail: “Rent”, “rental”, “home depot”, “ll flooring”, “laminate”, “vinyl plank”, “how to”, “polyurethane” as a product, cut weekly.Track the finished floor: Call tracking plus Jobber, Housecall Pro or your estimate software, so Google bids toward jobs that got scheduled and paid.Examples from hardwood refinishing 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.
Clicks are cheaper than in roofing or windows, so $2,000 to $5,000 a month fills most two-crew schedules in a metro. Busy spring and late-fall moving seasons get the higher end.
Yes. We work with one hardwood flooring company per metro. Two clients bidding on the same refinish search would be a bad deal for both.
Yes. Pre-sale and move-in refinishes are a steady stream from sellers, buyers and agents. We give them their own ads and a landing page that talks about fast turnaround and empty-house scheduling.
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 hardwood refinishing accounts. Never a junior.