'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.
Broad match keywords trigger your flooring contractor ads for searches like "flooring contractor jobs" and "flooring contractor salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. Flooring Contractors who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But flooring contractor searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different flooring contractor customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
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.
Two powerful tools for flooring contractors to improve your Google Ads performance
CPC Benchmarks
Average cost per click for flooring contractors
Best Keywords
High-converting keywords to target
Budget Guide
How much to spend on Google Ads
ROI Calculator
Expected return on ad spend
2025 Benchmarks
Industry performance metrics
Flooring Contractors Audit
Complete flooring contractor Google Ads guide