A Seattle flooring company we work with got 390 leads and more than $3 million in revenue in 6 months from Google Ads alone, with an average job of about $15,000. The strategy: advertise installs only (hardwood, LVP, laminate, tile, carpet and full-home flooring), skip refinishing and repairs, build one campaign per install type with phrase and exact match keywords, and send every click to a landing page offering both a showroom visit and a free in-home estimate. Google Ads captures the demand; Meta ads create more of it once you’re ready to scale.
Flooring is one of the best trades for paid ads, but most flooring companies waste budget on the wrong jobs. The client asked to stay anonymous; here’s how it worked.
The results
| Metric | Result |
|---|---|
| Leads | 390 |
| Revenue | $3M+ |
| Timeframe | 6 months |
| Average job | About $15,000 |
| Channel | Google Ads only |
Why flooring works so well with paid ads
Flooring has everything paid search rewards:
- Large tickets. This client’s average job was about $15,000. One closed job can pay for months of ads.
- Clear searches. Homeowners search for the exact material they want: “hardwood floor installation,” “LVP installers.” That makes intent easy to target.
- A planned purchase. People compare a few companies, visit showrooms and get estimates. The company that shows up first with a clear offer gets in the door.
- Visual proof. Finished floors photograph beautifully, which helps landing pages and, later, Meta ads.
Example (not a quote)Using this client’s own numbers, $3 million from 390 leads works out to roughly $7,700 in revenue for every lead that came in. At that value, the cost per lead is almost beside the point. The question is whether you’re getting enough of the right leads.
Advertise installs only
Installs are where the money is. A full-home LVP or hardwood install can be worth many times a refinish or a repair, and the lead costs about the same. So the account targets:
- Hardwood installation
- Luxury vinyl plank (LVP)
- Laminate
- Tile
- Carpet
- Full-home flooring
Refinishing, repairs and small patch jobs are left out of the ads. They can still come in through referrals and the Business Profile, but they don’t get ad budget.
Google Ads captures demand; Meta creates it
| Google Ads | Meta ads | |
|---|---|---|
| Reaches | People searching for flooring installers now | Homeowners who haven’t started looking |
| Role | Captures existing demand | Creates new demand to scale |
| What sells it | Matching ad, landing page and offer | Before-and-after photos and video of real installs |
This client’s $3M+ came from Google Ads alone. For flooring companies that have captured the search demand in their market, Meta ads are how you keep growing. See which trades perform best on Meta.
How the campaigns are built
One campaign per install type
Hardwood, LVP, laminate, tile and carpet each get their own campaign, keywords, ads, landing page and budget. That makes it easy to push budget to the highest-value installs.
Phrase and exact match
Searches like “hardwood floor installation,” “LVP flooring installers near me” and “flooring company Seattle.” No broad match.
Negatives
- DIY: how to install, DIY, underlayment tips, click-lock
- Products and retail: for sale, Home Depot, Lowe’s, Floor & Decor, samples
- Services not advertised: refinishing, sanding, repair, scratch
- Jobs: flooring installer jobs, hiring
Landing pages with two offers
Every page offers two ways to start: visit the showroom or book a free in-home estimate. Some homeowners want to see and touch samples; others want someone to measure and quote at home. Offering both converts more of each.
The pages also show real install photos, the materials and brands available, financing if offered, reviews and a short form. See how to build a landing page for Google Ads.
Track leads to revenue
With $15,000 average jobs, cost per lead matters much less than which leads turned into installs and what they were worth. Track every call, form and showroom booking, then mark the jobs that closed and their value. That’s how this account is measured in revenue, not clicks.
Follow-up wins flooring jobs
Flooring buyers usually take time to decide. Leads that come in through ads need a process behind them:
- Call new leads back within minutes, while they’re still comparing companies.
- Confirm showroom visits and in-home estimates by text the day before.
- Send the quote quickly after the estimate, with photos of similar installs.
- Follow up on open quotes. A $15,000 decision often takes a few conversations.
Common flooring advertising mistakes
- Advertising refinishing and repairs with the same budget as installs
- One “flooring” campaign for every material
- Sending ads to the homepage instead of a page for the install type
- Only offering one way to start (just a showroom, or just an estimate)
- Broad match keywords that pull in DIY and retail shoppers
- Judging the account on cost per lead instead of closed revenue
What to ask a flooring marketing agency
- Will you advertise installs only, by type?
- Will each install type get its own landing page?
- How will you track leads to closed revenue?
- When would you add Meta ads?
- Will I own my ad accounts and website?
- Will I work directly with the person running my ads?
I also wrote about this topic on LinkedIn: Flooring marketing agency.
Frequently asked questions
Is Google Ads worth it for flooring companies?
Yes. This Seattle flooring company got 390 leads and $3M+ in revenue in 6 months from Google Ads alone.
Should flooring companies advertise refinishing?
We don’t recommend it for paid ads. Installs are worth far more for the same lead cost.
When should a flooring company add Meta ads?
Once Google Ads is capturing the search demand in your market and you want to keep scaling.
How much do flooring leads cost?
It depends on your market and which installs you target. With jobs this size, judge leads by the revenue they produce. See flooring Google Ads.
Does this work outside Seattle?
The same structure (installs only, campaigns by type, two-offer landing pages, revenue tracking) works in any market. Costs and volume will differ.
Want more flooring installs?
See our flooring company marketing and flooring Google Ads, send us a message or call 253-579-3230.
Cole Mello is the founder of Altura Marketing Group. He studied marketing at Washington State University and manages Google Ads, Local Services Ads and Meta campaigns for local service businesses. About Altura