Flooring searches mix high-value installation projects ($5,000-15,000) with DIY Home Depot shoppers researching 'how to install laminate.' At $6.75 per click, paying for tutorial watchers instead of installation-ready homeowners destroys your budget.
5 min
Audit time
6
Areas analyzed
Read-only
Account access
We've audited hundreds of flooring contractor accounts. Here are the most common budget leaks we find:
'How to install hardwood floors' and 'laminate installation tips' searches are Home Depot customers planning weekend projects. They're specifically avoiding professional installation. At $6.75 per click, these DIYers drain budget without conversion potential.
Someone searching 'hardwood flooring' might want to buy material or hire installation. These are completely different customers with different needs. Without separation, you're competing with flooring retailers for product-comparison traffic.
Hardwood, tile, vinyl, and carpet installation require different skills, equipment, and pricing. Homeowners searching for specific materials need specific messaging. Generic 'flooring services' ads underperform compared to targeted 'hardwood installation' or 'tile flooring' ads.
Real data from WordStream 2025 (Home Services). See how your metrics compare to average flooring contractor advertisers.
$6.75
Average CPC
+28% vs $5.26 average
4.68%
Click-Through Rate
Clicks per impression
6.95%
Conversion Rate
Clicks to leads
$82.5
Cost Per Lead
+18% vs $70.11 average
Not all keywords are created equal. Here's which ones to target and which to avoid for flooring contractor Google Ads.
'Installation' clearly indicates need for professional service, not DIY or product shopping.
'Installer' and 'near me' signal ready-to-hire intent for professional installation.
'Contractor' indicates professional services needed, not retail shopping.
Cost research indicates serious buyer getting estimates, not researching DIY.
Refinishing requires professional equipment—no DIY competition.
DIYers looking for tutorials, not installers.
Early-stage inspiration browsing, far from hiring.
Product research, may buy at Home Depot for DIY.
Retail shoppers, not installation customers.
Product comparison, not installation search.
Timing matters. Here's when flooring contractor demand peaks and how to allocate your budget throughout the year.
March, April, May, September, October
Increase budget 40-50% during peak demand
December, January, July
Reduce spend or focus on maintenance services
Weekend mornings when homeowners are home evaluating floors. Weekday evenings (5-8pm) for research and estimate requests.
Spring renovation season (March-May) is peak as homeowners emerge from winter with project lists. Fall (September-October) is secondary peak before holiday entertaining. Summer is slower as people vacation; December slow due to holidays.
Budget recommendations based on real WordStream 2025 (Home Services) data and typical flooring contractor ROI.
Minimum Monthly Budget
$2,000
~24 leads/month
Recommended Range
$2,500-$6,000/month
Best ROI for most flooring contractor businesses
Cost Per Customer
$275
At 30% close rate
At $82.50 CPL and 30% close rate, each customer costs $275 to acquire. Average flooring installation: $4,000-12,000. Customer acquisition cost is well under 10% of project value. Flooring leads to referrals and repeat business (other rooms, refinishing).
Our AI audit checks every aspect of your Google Ads account against flooring contractor-specific best practices.
We check if you're separating by material type: hardwood, tile, vinyl, carpet—each attracts different customers.
We identify if you're paying for 'how to install' and 'flooring ideas' searches from DIYers and browsers.
We audit whether ads emphasize installation service over product to filter retail shoppers.
We verify both estimate requests and phone calls are tracked—flooring is often discussed over phone.
We analyze if landing pages qualify for project size—whole house vs single room.
We score pages for flooring trust signals: portfolio photos, manufacturer certifications, warranty information, and detailed process explanation.
Understanding your competition helps you find your edge. Here's what flooring contractor advertisers are up against.
Competition Level
high
78,000+ monthly searches for 'flooring installation near me' in the US
Main competitors: Big box store installation (Home Depot, Lowe's), flooring specialty retailers, general contractors, and specialized flooring installers
How to Win
Your Differentiator
Win with material specialization (hardwood experts, tile specialists), showroom experience, manufacturer partnerships (certified installer), or turnkey service (we handle everything including furniture moving).
"We were spending on 'flooring ideas' browsers and 'how to install' DIYers. The audit focused us on 'installation' and 'contractor' keywords. Our lead quality improved dramatically—people calling actually wanted to hire us, not pick our brains for their DIY project."
— Flooring Company Owner
Pay per audit. Use when you need it.
“$19.99 to find $1,400/mo in waste? Best ROI I've ever gotten.” — Elite Electric, San Diego CA
$19.99 per audit
“Paid for itself in 1 day”
— J.M., Plumber
$17.00 per audit
“Perfect for my 3 locations”
— T.K., Dentist
$15.00 per audit
“Use it monthly, always finds something”
— R.S., HVAC
$10.00 per audit
“Run it for all my clients now”
— M.L., Agency
Common questions about Google Ads for flooring contractor businesses
Flooring contractors typically invest $2,500-$6,000 monthly. This is a moderate-cost category ($82.50 average CPL) but requires careful filtering to avoid DIY traffic. Start with $2,000/month to establish presence. Increase during spring renovation season (March-May) when homeowners are actively planning projects. The key challenge is filtering 'how to install' DIYers from installation-ready customers.