Looking for a clear return on your marketing investment? Google Ads can help your flooring business attract customers and track results.

This article will guide you on how to run Google Ads for Flooring Services.

I. What is Google Ads?

Google Ads is a targeted online advertising platform that allows flooring contractors and businesses to reach potential customers actively searching for flooring services. It enables you to display ads on Google search results and other Google properties (Google Maps, YouTube,..), specifically targeting users within your service areas who are looking for flooring installation, repairs, refinishing, or material sales.

This platform uses precise keyword targeting, location-based advertising, and conversion tracking to generate qualified leads and maximize Return on Investment (ROI), ultimately driving business growth for flooring professionals like you.

The diagram below shows a step-by-step process to get more flooring customers from Google Ads. It gives you an overview of how Google Ads works from finding the right search terms, creating effective ads, optimizing your website, setting up tracking, analyzing results, adjusting bids, testing changes, calculating your return, and repeating the process. Each step is crucial to ensure you spend your ad money wisely and get the most jobs possible.

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II. Step-by-Step Guide for Google Ads for Flooring Services

A. Create Google Ads Account

1. To set up Google Ads for your flooring services, you’ll first need a Google account. If you don’t have one, navigate to accounts.google.com and click ‘Create account‘.

   Follow the simple on-screen instructions to establish your new Google account. This account will serve as the foundation for accessing and managing your Google Ads campaigns.

2. Once you have a Google account, proceed to ads.google.com. Click ‘Start Now‘ and sign in using your newly created or existing Google credentials. This will grant you access to the Google Ads platform, where you can begin setting up your campaigns and reaching potential customers for your flooring services.

3. Business Information

   Add your business name and website URL. If you don’t have any, learn How To Run Google Ads Without A Website.

   

B. Campaign Set Up for Google Ads for Flooring Services

Create New Campaign

On the Campaigns page, look for a large, prominent button. It’s usually a blue button with a ‘+’ (plus) sign. The button will typically say ‘New campaign’. It is normally located in the upper left hand corner of the screen.

Clicking this button will initiate the process of creating a new Google Ads campaign.

Campaign Objective

You’ll start your campaign by setting up a campaign objective. Leads is the starting point for your flooring business. This means getting calls and emails from your potential customers, so they can set up appointments.

Select Leads.

Campaign Type

Next, choose your campaign type. Click Search as it offers the highest level of intent-based targeting. People searching for flooring services on Google are actively seeking solutions, making them more likely to convert into paying customers compared to those who might see display or video ads.

Campaign Name

Clear campaign names reduces confusion and saves time when managing if you are going to create multiple campaigns. This helps you quickly identify and manage your campaigns.

Bidding Strategy

If you are just starting with Google Ads, the best bidding strategy to begin is by using the ‘Clicks‘. This tells Google to focus on getting as many people as possible to click on your ads, within your budget. This is helpful at the beginning because it helps you quickly learn which search words and ads people like, giving you important information to improve your campaign later. Also, it gets your ads seen by more people, helping potential customers find you.

While other bidding methods focus on getting phone calls or form submissions, they need past data to work well, which you won’t have when you first start. So, ‘Clicks‘ is simple and effective for gathering information and getting your ads noticed right away.

Network Setting

You want to put your ads where people are already looking for floors, like near a home improvement store. Google Ads has two extra places to put your signs: ‘Search Partners’ and the ‘Display Network’.

Search Partners means showing your signs on other search websites, not just Google. But these other websites often don’t have people who really want new floors, so your signs might get seen, and no one calls you.

The Display Network means putting your signs on many regular websites. This can help people know your business exists, but it’s like putting your sign in a magazine – people reading the magazine aren’t necessarily thinking about floors right now.

When people use Google Search, they are actively typing in “flooring services” or “install new floors”. They are already looking for your business. So, it’s best to only put your signs on Google Search. This way, you spend your money showing your signs to people who are really interested in getting new floors.

Disable Google Search Partners Network and Google Display Network.

Location Setting

To make sure your flooring service ads reach the right people, you need to tell Google precisely where you work. Start by listing the towns or areas you serve. This makes sure your ads only show up where you can actually deliver service to.

You can also exclude some places. Exclude is like putting up a “no service” sign for certain areas. If you cover a big city but not a far-away town, you “exclude” that town. This keeps your ads from showing up in places you can’t go.

It’s very important to pick the option ‘Presence: People in or regularly in your included locations‘. This way, you don’t waste money showing ads to people just searching for information about your city, but who don’t need floors.

Radius Targeting

Radius targeting is like drawing a circle on a map to show where you work. You pick a point, like your business, and say how far around it you’ll go. Google Ads then shows your ads only to people inside that circle, which is perfect for your flooring business serving a local area.

Languages

Think about the primary language spoken by your potential customers in your service area. If you cater to diverse communities, create separate campaigns for each.

Keywords that work well in one language might be ineffective or even misleading in another. By creating separate campaigns, you can tailor your keyword lists, ad copy, and landing pages to the specific language and cultural context of each audience.

Audience Segments

To effectively target potential customers, you can utilize audience segments within your advertising. These segments categorize people based on their interests, behaviors, and demographics, allowing for precise ad delivery. For example, you might target homeowners actively searching for home improvement projects, those who have recently moved, or individuals showing interest in specific flooring materials.

Additionally, you could reach people within a certain age range or income bracket who are more likely to invest in flooring upgrades. By using these audience segments, you can ensure your ads reach the most relevant individuals, increasing qualified leads generation.

Choose Observation.

Ad Rotation

Ad rotation controls how often your different ads are shown to potential customers. When you have multiple ads within an ad group, ad rotation determines which ad gets displayed for a given search. You can choose to have Google automatically optimize the ad rotation, or you can manually control it. This feature allows you to test various ad versions and see which ones perform best.

For flooring services, it’s advisable to start with the ‘Do not optimize‘ ad rotation setting. This option shows your ads evenly, giving each ad an equal chance to be displayed. Initially, you need to collect data on how each ad variant performs, such as clickthrough rates (CTR) and conversion rates. By showing all ads equally, you gather unbiased data, which is essential for making informed decisions about which ads are most effective.

Optimizing too early, before you have sufficient data, can lead to premature conclusions and potentially miss out on better-performing ads. Once you have enough data to analyze, then you can decide to optimize for the best performing ad.

 

Campaign Duration

Campaign duration refers to the length of time your advertising campaign will run. You can choose to have your campaign run continuously, or you can set specific start and end dates.

Ad Schedule

Ad Schedule allows you to control the days and times your ads are shown. If you know that most of your flooring service inquiries come during weekdays or specific hours, you can set your ad schedule to only show ads during those times.

Ad Group

Ad Group holds ads and search terms related to a specific flooring service, like one box for “installing wood floors” and another for “fixing tile floors”. This lets you show the right message to people searching for different types of flooring work.

Keywords

Keywords are the exact words or phrases people use when looking for flooring help on Google. It’s like telling Google, “Show my ad when someone types in these words”.

For example, if someone searches “fix broken tiles”, using those words as keywords means your ad has a chance to pop up, connecting you with that person who needs tile repairs.

Keyword Planner

The Keyword Planner is your go-to resource in Google Ads for understanding what words people use when they need flooring help. This helps you figure out the best search words to use in your ads, so you can connect with people who are actually looking for your flooring services.

Keyword Ideas Sample Result:

Match Types

You tell Google how closely a search needs to match your keywords by using different keyword match types.

1. Broad Match — Your ads can show for searches related to your keywords, including synonyms, misspellings, and related searches. It’s the widest reach.

   Example Keyword: flooring installation

   Searches that might trigger your ad:

   • install floors
   • floor repair
   • types of flooring
   • flooring contractors near me

2. Phrase Match — Your ads show for searches that include the exact phrase, in the exact order, but may have words before or after.

   Example Keyword: “tile floor repair”

   Searches that might trigger your ad:

   • affordable tile floor repair
   • tile floor repair near me
   • how to get tile floor repair

3. Exact Match — Your ads show only for searches that exactly match your keyword, or close variations of it (like misspellings or singular/plural).

   Example Keyword: [laminate flooring cost]

   Searches that might trigger your ad:

   • laminate flooring cost
   • laminate flooring costs

Negative Keywords

Negative Keywords are like a “do not give to” list. They tell Google: “Don’t show my ad to people searching for these words”. So, if you install floors, and someone searches “how to install floors myself”, you don’t want to waste money showing them your ad. If you sell flooring installation for homes, and someone searches “flooring for offices”, you don’t want to show them your ad either. “Offices” would be a negative keyword. It’s like telling a shop assistant who to ignore, so they can focus on real customers.

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Final URL and Display Path

The Final URL  is where your potential customers land after clicking your ad. The Display Path is like a simplified sign out front, giving people a quick glimpse of what’s in your webpage.

Headlines

Headlines are the big, bright signs you put on your ads. They should quickly tell people what you offer and why they should click it. “Best Tile Prices” or “Fast Floor Repairs” are examples that catch the eye and draw people in.

Descriptions

Descriptions give more information about your flooring services, like the types of materials you use, how long you’ve been in business, or any special deals. They answer questions and give people reasons to choose your services.

Sitelinks

Sitelinks are extra links on your ads, leading to different sections. One link might lead to the tile section, another to the hardwood section, and another to the contact desk. They help people find what they need faster and explore more of what you offer.

Callouts

Callouts highlight your flooring services’ special features. They could be “Expert Installers” or “Free Quotes”. They give people quick reasons to trust you and choose your flooring business.

Landing Page

Landing Page is a dedicated web page designed to convert visitors who click on your Google Ads into leads or customers. It acts as a digital welcome mat, guiding potential clients through the process of requesting a quote or scheduling a consultation.

Key Elements of a Landing Page:

• Headlines — These are the first thing visitors see. They should be clear, concise, and highlight the main benefit, like “Expert Hardwood Installation in [City]” or “Get a Free Flooring Quote Today”.
• Hero Image — A high-quality image or video that immediately showcases your best work or the desired outcome, such as a beautifully installed floor in a home. It creates a strong first impression.
• CTA (Call to Action) — A prominent button or link that prompts visitors to take the next step, such as “Request a Quote”, “Schedule a Consultation”, or “Call Now”.
• Key Benefits — Clearly list the advantages of choosing your flooring services, like durability, aesthetic appeal, or increased home value. Use bullet points or short paragraphs for easy reading.
• Unique Selling Proposition (USP) — Highlight what sets your business apart, such as specialized installation techniques, eco-friendly materials, or a satisfaction guarantee.
• Address Users’ Concerns — Anticipate and answer common questions or objections, like “How long will the installation take?” or “What are the costs involved?”
• Contact Lead Form —A simple form that collects essential contact information, like name, phone number, and email address. Keep it brief to minimize friction.
• Testimonials/Social Proof — Include positive reviews, ratings, or before-and-after photos to build trust and credibility. Social proof assures potential customers that others have had positive experiences with your services.

Flooring Services Landing Page Sample:

Budget

Budget is the amount you set aside for your advertising efforts. It’s deciding how much you’re willing to invest to attract new flooring customers. You can choose to spend a certain amount each day or a total amount each month. This lets you keep your advertising costs in check and avoid unexpected expenses.

When you’ve finished setting everything up, you’re ready to publish your campaign.

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III. Measure ROI

You must implement strong tracking and analysis to accurately measure your return on investment (ROI) from Google Ads. Here’s how you can achieve a clear understanding of your marketing effectiveness: 

Conversion Tracking

Setting up Conversion Actions

This is fundamental. You need to track key actions that signify a potential customer, such as:

• Phone calls — Tracking calls generated from ads.
• Form submissions — Monitoring contact forms or quote requests.
• Website bookings —If they offer online scheduling.
• In-store visits — If they have a physical showroom.

Value Tracking

Assigning monetary values to conversions helps determine the actual revenue generated from Google Ads. For example, estimating the average value of a flooring installation job.

Data Analysis

Google Ads Reporting

Regularly analyzing Google Ads data to monitor key metrics:

• Click-through rate (CTR) — Measures ad relevance.
• Conversion rate — Shows the percentage of users who take desired actions.
• Cost per conversion —Indicates the cost of acquiring a lead.
• Return on ad spend (ROAS) — Calculates the revenue generated per dollar spent.

Google Analytics Integration

Connecting Google Analytics to Google Ads provides deeper insights into website user behavior:

• Website traffic — Understanding how users interact with landing pages.
• Bounce rate — Identifying if users leave the site quickly.
• User demographics — Gaining insights into the target audience.

ROI Calculation

Calculating ROI

• Using the formula: (Revenue – Cost) / Cost x 100%.
• You must accurately track revenue generated from Google Ads leads to calculate ROI.

Attribution Modeling

Understanding how different touchpoints contribute to conversions. Google Ads provides various attribution models to analyze the customer journey.

Optimization and Refinement

• Keyword Optimization — Continuously refining keyword targeting to improve ad relevance and reduce wasted ad spend.
• Ad Copy Testing — A/B testing different ad variations to identify the most effective messaging.
• Landing Page Optimization — Ensuring landing pages are relevant, user-friendly, and optimized for conversions.
• Regular Reporting and Adjustments — Consistently review reports and adjust campaigns based on the data.

IV. Conclusion

To sum up, setting up a successful Google Ads campaign for your flooring business involves several key steps. First, create a Google account and access Google Ads. Then, you’ll need to choose the right campaign objective, focusing on ‘Leads’ to get those important customer contacts. Select ‘Search’ as your campaign type to reach people actively looking for your services. Carefully choose your target locations, languages, and set a daily budget you’re comfortable with. Use the Keyword Planner to find relevant search terms, and organize them into ad groups based on the types of flooring services you offer. Write compelling headlines and descriptions for your ads, and add sitelinks and callouts to provide extra information. Finally, set up conversion tracking to measure your campaign’s success.

Investing in Google Ads is incredibly important for a flooring services company because it allows you to reach potential customers at the exact moment they’re searching for your services. Unlike other forms of advertising, Google Ads targets people who already have a need for new floors or repairs. This means you’re not wasting money on ads shown to people who aren’t interested. By showing up at the top of Google search results, you’ll attract more leads, get more calls, and ultimately, grow your business.

Our agency has helped thousands businesses achieve incredible results with Google Ads. Read our client testimonials at YoYoFuMedia Case Studies Page. We understand the unique challenges and opportunities in the flooring industry, and we know how to create campaigns that drive real, measurable results. We’ll take the guesswork out of Google Ads and help you maximize your return on investment. Let us handle the complexities of setting up and managing your campaigns, so you can focus on what you do best: installing beautiful floors. Contact us today to learn how we can help your flooring business thrive.