When people look for countertop services online, they turn to Google Search. The top results are generally considered to be the best in the area. People believe that the business is more reliable and skilled the higher up they are on Google.

Imagine your business being shown at the top, a lot of people will contact you for a price estimate simply because your business is more noticeable and easier to find.

Imagine no more: let Google Ads lift your business up.

This article will guide you on how you can run Google Ads for countertop services.

What is Google Ads?

Google Ads is a widely used advertising platform. It has helped a significant number of businesses across various industries. It has shown that it can successfully get people interested in services such as in the countertop industry and turn those people into customers.

Google Ads can provide immediate visibility in Google search results. It can target specific geographic areas where your company operates. It lets you track your return on investment (ROI) and make data-driven decisions to optimize your campaigns.

There is so much more that Google Ads can offer.

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How Google Ads Work

Below is a structure of how Google Ads works. Before running campaigns, you must first create your Google Ads account. One Google Ads account can have up to 10,000 campaigns (active and paused campaigns included), each with up to 20,000 ad groups.

Campaigns are like the overall goals or themes for your Google Ads for countertop services.

• For example, one campaign could be for “Kitchen Countertops” and another for “Bathroom Countertops.”

Ad Groups are smaller groups of ads within a campaign.

• For example, within the “Kitchen Countertops” campaign, you might have ad groups for “Granite Countertops,” “Quartz Countertops,” and “Marble Countertops.”

Ads are the actual messages that people see. Each ad group has several ads that will convince people to click and learn more.

Clicking on the ads will take the person to your website or landing page.

Business Information

You’ll be able to access more of the features once you have added details about your business. Your web page URL must be designed to convince your visitors to take action. The link that you will provide here should be easy to navigate. The content must be direct because the person’s attention span is too short.

Campaign Objective

Campaign Objective is the “Why” of your Google Ads for countertop services. It’s the core goal that you want to achieve with your Google Ads campaign. It sets the foundation of your campaign. It guides all your ad decisions, from targeting to bidding to ad copy.

Choose Leads as it is the best for businesses. This will convert website visitors into sales leads.

Campaign Type

In Google Ads, you will choose one from the six campaign types. This will determine how your Google Ads for countertop services will be shown. Let’s analyze each type.

• Display Campaign focuses on reaching a wider audience through visually engaging ads on the Google Display Network (websites, apps, YouTube).

  You target specific interests, demographics, or websites where your ideal customers might browse. Your Google Ads for countertop services can include images, text, and even short videos.

  This is best for building brand awareness, reaching a broader audience, and reminding potential customers about your countertop services.

• Performance Max Campaign is a highly automated campaign type that uses Google AI to optimize across all Google Ads channels (Search, Display, YouTube, Discover, Gmail, Maps).

  You will provide your campaign goals, assets (images, videos, website URL), and target audience information. Google AI then automates ad creation, targeting, and bidding to maximize conversions.

  This is best for businesses that want to simplify their campaigns and let Google AI handle the heavy lifting.

• Shopping Campaign (if applicable) promotes specific countertop products for sale on Google Search and Shopping.

  You will upload a product feed with details about your inventory (price, availability, images). Your products appear in visually rich ads on Google Search and the Google Shopping tab.

  This is best for businesses selling countertops online or through an e-commerce platform.

• Search Campaign focuses on reaching customers actively searching for countertops on Google Search.

  You will bid on relevant keywords (e.g., “granite countertops near me” ,”quartz countertop installation cost”, “kitchen countertop replacement”). Your Google Ads for countertop services appear in search results when someone searches for those terms.

  This is best for driving immediate leads, generating website traffic, and increasing local visibility.

For your Google Ads for countertop services campaign, choose Search as your campaign type to gain new and more customers.

Campaign Name

Choosing effective campaign names is crucial for the organization and easy management within your Google Ads account.

Here are some tips for creating clear and informative campaign names for your Google Ads for countertop services:

Key Elements of a Good Campaign Name:

• Clear and Concise — make names easy to understand, and avoid jargon.
• Descriptive — reflect the campaign’s purpose and target audience.
• Consistent — use a consistent naming convention across all campaigns.

Benefits of Strong Campaign Names:

• Easy Organization — identify and manage specific campaigns.
• Improved Reporting — easily filter and analyze data based on campaign names.
• Enhanced Collaboration — communicate campaign goals and strategies within your team.

Keyword Research and Targeting

To make your Google Ads successful, you need to find the right words that people use when they search for countertop services. This is called Keyword Research.

Here are some examples of keywords you can use for your Google Ads for countertop services based on their focus:

1. Core Services

• General
  • “countertop installation”
  • “countertop replacement”
  • “countertop repair”
  • “granite countertops”
  • “quartz countertops”
  • “marble countertops”
  • “kitchen countertops”
• Specific Materials
  • “granite countertop installation”
  • “quartz countertop pricing”
  • “marble countertop suppliers”
  • “engineered stone countertops”
• Service Types
  • “countertop fabrication”
  • “countertop templates”
  • “countertop edging”
  • “countertop refinishing”

2. Location

• City/Region
  • “countertop installers [City Name]”
  • “countertops in [Zip Code]”
  • “[City Name] countertop companies”
• Neighborhoods (If you serve specific areas)
  • “countertop installers in [Neighborhood Name]”

3. Customer Intent

• Transactional
  • “countertop installers near me”
  • “get a countertop quote”
  • “book countertop installation”

4. Long-Tail Keywords

• More specific and less competitive
  • “granite countertop installation near me”
  • “quartz countertop prices per square foot”
  • “best countertop installers in [City Name]”

Use Google Keyword Planner to research keywords and get volume estimates.

This data on countertops services keywords was extracted from the Keyword Planner in Google Ads:

Using the Keyword Planner, you will also be able to a performance forecast of the keywords you used.

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Location Targeting

Showing ads to people in areas where you actually service clients increases the likelihood of conversions (e.g., phone calls, website visits, inquiries).

Avoid wasting budget on showing ads to people outside your service area.

Target areas with high demand for countertop services while minimizing competition from other businesses.

How to Implement Location Targeting:

Define Your Service Area

• Local Focus — If you primarily serve a specific city or town, target that area directly.
• Regional Reach — If you cover a wider region (e.g., a county or multiple cities), include those areas in your targeting.
• Consider Delivery Radius — If you offer installation, define a realistic delivery radius around your business location.

Utilize Google Maps

• Use Google Maps to visually define your service area and pinpoint specific neighborhoods or zip codes.
• Consider using the “radius” tool to target areas within a certain distance of your business.

Exclude Irrelevant Locations

• Exclude areas where you do not service clients (e.g., neighboring cities or states outside your service area).

Refine Targeting

• Monitor Campaign Performance — Track which locations are generating the most leads and conversions.
• Adjust Targeting — Based on performance data, refine your location targeting by adding or excluding specific areas.

Advanced Techniques

• Radius Targeting —Target customers within a specific distance of your business or a project site.
• Location Extensions —Display your business address and phone number directly in your Google Ads for countertop services for easy contact.
• Retargeting —Target users who have previously visited your website or interacted with your Google Ads for countertop services (e.g., people who viewed specific countertop materials on your website).

Considerations

• Competition — Analyze your competitors’ online presence to identify areas where you can gain a competitive advantage.
• Demographics — Consider the demographics of your target audience within each location.

Network Settings

Disable Google Search Partners Network and  Google Display Network. Although it says, recommended, but as you are still starting and your focus is to get as many leads as possible, better left these two options uncheck. This will show your Google Ads for countertop services to low-intent leads sites so you won’t get much from your investment.

Campaign Duration 

Campaign duration refers to the length of time (start to end date) your Google Ads for Countertop Services campaign will run. Here’s how to approach this for a countertop business:

Factors to Consider:

Campaign Goals

• Short-term
  • Sales Promotions — Run campaigns during specific events (e.g., holiday sales, Black Friday) for a limited time.
  • Seasonal Offers —Target specific seasons (e.g., spring cleaning, home renovation season).
• Long-term
  • Brand Awareness — Run continuous campaigns to maintain visibility and build brand recognition.
  • Lead Generation — Maintain consistent lead flow throughout the year.

Budget

• Limited Budget — Consider shorter campaigns with more focused objectives.
• Larger Budget — Allow for longer campaigns to gather more data and optimize performance.

Seasonality

• High Season — Increase budget and potentially extend campaign duration during peak demand periods.
• Low Season — Reduce spending or pause campaigns during slower periods.

Campaign Performance

• Monitor closely — Track key metrics (clicks, conversions, cost-per-conversion) to determine campaign effectiveness.
• Adjust duration — Extend successful campaigns or pause underperforming ones.

Tips for Setting Campaign Duration:

1. Start with a trial period — Begin with a shorter duration (e.g., 1-2 months) to test your campaign and gather data.
2. Set realistic expectations —Don’t expect immediate results, especially for long-term campaigns.
3. Be flexible — Adjust your campaign duration based on performance and changing business needs.
4. Consider evergreen campaigns — For core services, run ongoing campaigns with flexible budgets and adjustments.

Example:

“Summer Sale” Campaign — Run a 2-month campaign (June-July) with a focus on driving immediate sales.

“Year-Round Leads” Campaign — Run a continuous campaign with a consistent budget to generate leads throughout the year.

Campaign duration should align with your business goals and budget. Monitor performance closely and adjust duration accordingly. Be flexible and adapt your strategy based on changing market conditions.

Bidding Strategy

Bidding strategy determines how much you are willing to pay for each click on your Google Ads. Here are some key strategies for your countertops business:

1. Manual CPC (Cost-Per-Click)

You set the maximum amount you are willing to pay for each click on your Google Ads for countertop services. This gives you complete control over your spending. Allows you to set strict limits on your costs. And, it helps you understand the cost of clicks in your industry.

2. Enhanced CPC (going away by March 2025)

Builds on Manual CPC. Google Ads automatically adjusts your bids based on signals that predict the likelihood of a conversion (e.g., device, location, time of day). It optimizes for higher-value clicks. It requires historical conversion data to be effective.

3. Target CPA (Cost-Per-Acquisition)

This tells Google Ads your target cost per conversion (e.g., a lead, a sale). Google Ads automatically adjusts bids to get you as many conversions as possible at or below your target CPA. This is best for performance-driven campaigns. It focuses on achieving specific conversion goals. It requires a well-defined understanding of your desired return on investment.

4. Target ROAS (Return On Ad Spend)

This one sets a target return on ad spend (e.g., for every $1 spent, aim for $5 in revenue). Google Ads optimizes bids to achieve that target ROAS. This is ideal for e-commerce or businesses with clear revenue goals and lots of conversions per month. This is best suited for businesses where conversions have significant monetary value.

5. Maximize Conversions

Google Ads automatically sets bids to get you the most conversions possible within your budget. It prioritizes getting as many conversions as possible.

Choosing the Right Strategy

• Define your goals —What are you trying to achieve with your Google Ads campaigns (leads, sales, brand awareness)?
• Consider your budget — Some strategies may have higher costs than others.
• Assess your data — Do you have sufficient conversion data to use automated bidding strategies like Target CPA or Target ROAS?

Since none yet, select Clicks.

Don’t expect immediate results, especially with automated bidding strategies.

Monitor performance closely — Track key metrics (clicks, conversions, cost-per-conversion) and adjust your bids accordingly.

Test different strategies — Experiment with different bidding strategies to see which ones perform best for your business.

Budget

Your Google Ads budget is the amount you’re willing to spend on your campaigns each day.

Here’s a breakdown for your countertops business:

1. Determine Your Marketing Goals

What do you want to achieve? Generate leads? Drive sales? Increase brand awareness?

What’s your target return on investment (ROI)? How much revenue do you expect to generate for every dollar spent on ads?

2. Consider Your Business Stage

• Startup — Start with a smaller budget to test your campaigns and refine your targeting. Be careful, if you have too small of a budget, your sample size will be too small to do any accurate testing.
• Established — Increase your budget as you gain experience and identify high-performing campaigns.

3. Set a Realistic Daily Budget

• Start small — Begin with a modest daily budget and gradually increase it as you see results.
• Consider your average order value — Aim for a budget that allows you to acquire customers profitably.
• Use Google Ads tools —Google Ads provides budget recommendations based on your campaign goals and targeting.

4. Track and Adjust

• Monitor your campaign performance — Track key metrics like clicks, conversions, cost-per-click (CPC), and return on ad spend (ROAS).
• Analyze your data — Identify which campaigns are performing well and which ones need improvement.
• Adjust your budget accordingly — Increase budgets for high-performing campaigns and decrease budgets for underperforming ones.

Tips for Managing Your Budget:

• Set a monthly budget — Determine your overall monthly marketing budget and allocate a portion to Google Ads.
• Use automated bidding strategies —Strategies like Target CPA or Target ROAS can help you optimize your budget for conversions.
• Consider using shared budgets — If you have multiple campaigns, a shared budget can help you allocate your spending more efficiently.

Example:

Let’s say your average countertop installation costs $3,000. You aim for a 10% return on ad spend. To acquire a customer profitably, your total ad spend per customer should not exceed $300.

Your Google Ads budget should be aligned with your business goals and financial resources. Start small, monitor performance, and adjust your budget accordingly. Continuously optimize your campaigns to maximize your return on investment.

Compelling Ad Copy

Your Google Ads for countertop services Ad copy must grab attention, communicate value, and encourage clicks.

It needs to stand out from the other ads people see on the search results page. It needs to clearly explain why someone should choose your countertop service.

What makes your business special? Do you offer better prices, faster service, higher quality materials?

The ad copy should make people want to learn more about your services.

You will be able to create such in Google Ads.

Landing Page Optimization

Your landing page must be easy to understand, look good on all devices, and encourage people to contact you. This will help you get more customers from your Google Ads.

It’s your chance to convince your website visitors to become customers.

An organized and detailed landing page is very important because it keeps visitors on your site and encourages them to learn more. It increases conversions and improves your Google Ads for countertop services. It helps you get more leads, like phone calls or requests for quotes.

Google Ads likes it when your Google Ads for countertop services and your landing page match. This can improve your ad’s performance.

• Keep it simple — Make sure the page is easy to read and understand.
• Use clear and concise language — Avoid confusing jargon. It should address users’ concerns.
• Highlight your key benefits — What makes your countertop services special?
• Include a clear call to action — Tell people what to do next (e.g., “Get a Free Quote,” “Contact Us Now”).
• Include your Unique Selling Propositions.
• Add Testimonials.
• It is important to have a Short Contact Form.
• Make sure it looks good on all devices — It should look good on phones, tablets, and computers.

Here is an example of a landing page for countertop services:

Create your own landing page now or ask our experts.

Google My Business Optimization

Create a free Google Business Profile and verify your business account. Google Business Profile will enable your business to appear in Google Maps and search results. You can also show pictures of your countertop service outputs and answer customer reviews.

While your landing page is essential, your Google Business Profile is a vital component of your online presence. It makes people trust your business more.

Where to Track Campaign Performance

You can track the performance of your Google Ads for countertop services directly within the Google Ads interface.

Here’s where to find the key data:

Campaigns Tab — This is your main dashboard. You’ll see a summary of your Google Ads for countertop services campaigns here, including key metrics like clicks, impressions, and conversions.

Campaign Details — Click on a specific campaign to see more detailed data, including performance by ad group, keywords, and individual ads.

Google Ads offers various reports, such as:

• Performance reports — show you key metrics like clicks, impressions, conversions, and cost.
• Audience reports — show you information about the demographics and interests of the people who are seeing and clicking on your Google Ads for countertop services.
• Location reports — show you how your Google Ads for countertop services are performing in different locations.

Within these sections, you can find specific metrics like:

• Clicks — how many times people clicked on your Google Ads for countertop services.
• Impressions — how many times your Google Ads for countertop services were shown to people.
• Click-Through Rate (CTR) — the percentage of people who saw your ad and clicked on it.
• Cost-Per-Click (CPC) — how much you paid for each click on your ad.
• Conversions — how many people took the desired action after clicking on your ad (e.g., phone calls, website form submissions, online bookings).
• Cost-Per-Conversion — how much it costs you to get one customer.

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Final Thoughts

Today, it’s very important for businesses that make and install kitchen and bathroom countertops to be seen online. Google Ads is a helpful tool that makes the business more visible, find new customers, secure them, and increase business revenue.

By carefully choosing who you want to show your Google Ads for countertop services to, writing good ads, and always checking how well the ads are working, your business can use Google Ads to get more customers. You will be better than your competitors, and be successful in the long run.

Need help? Our team is ready to guide you in maximizing your Google Ads campaigns. Visit YoYoFuMedia’s Case Studies Page to learn more.

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