Google Ads Case Study: 129 Leads in the First Month for a Tile Installation Company

Client: YASNO Tile
Industry: Home improvement – tile installation

Quick Summary

Earlier this year, we were approached by YASNO Tile, a tile installation company that handles both residential and commercial orders, operating in Toronto and the GTA. The client’s main goal was to attract new customers via a Google Ads campaign.

Just one month later, paid search became the main source of traffic for the client’s company, providing 129 orders from their site visitors. Thanks to the properly developed strategy and ad optimization, we managed to significantly increase conversion rate and reduce the cost of customer acquisition.

PPC Campaign Results

• 129 orders from the client’s company site visitors
• CA$5.58 – AVR CPC
• CA$54.39 – AVR cost of conversion
• Average time on site – 56 seconds (which indicates highly targeted, relevant traffic)

The Challenge

The client’s tiling company has been operating on the market for quite a while. However, most of their clients used to come from offline channels, such as personal connections from the owner and word of mouth promotion. 

Having faced with growing competition on the market, the client’s company management decided to diversify their lead sources, shifting towards paid advertising (via Google Ads) and increasing the brand's online presence.

Our specialists were faced with several major challenges:

• Create a new website as soon as possible
• Set up and launch a PPC advertising campaign on Google Ads
• Attract the target audience to high-ticket types of services: tile slab installation, fireplace tile installation, etc.
• Maximize the number of leads while staying within a fixed spending budget

PPC Strategy for the Installers

Given the client’s situation, we settled on developing a one-page website and using paid search as the most effective channel for ensuring swift lead generation for tile setters. Plus, that would provide the client with free ads credits for a new advertising campaign.

The right PPC strategy for advertising a tiling business includes the following measures:

• Setting up conversion tracking
• Developing search campaigns with an emphasis on primary keywords
• Precise geotargeting
• Creating separate ad groups for residential and commercial orders
• Using ad extensions to increase visibility (address, phone, callouts, structured data, deal)
• A/B testing and optimizing ad texts to increase CTR
• Optimizing bids and budgets on a regular basis, tracking and adding negative keywords

Our Solution

Before launching the ad campaign, we conducted a comprehensive analysis of the Toronto tile installation services market, with an additional focus on the client’s company competitors and the specifics of the target audience's search behavior. 

Based on this analysis, we developed a detailed strategy for an advertising campaign in Google Ads. The structure of the advertising campaigns was organized by thematic groups, which allowed us to create relevant ads for various types of queries:

• Tile installation in residential buildings (bathrooms, kitchens, etc.)
• Tile installation in commercial properties (restaurants, shopping malls, office premises)
• Promoting high-ticket types of services tile slab installation, fireplace tile installation, etc.
• Tile maintenance
• Campaign to secure company name and branding positions 
• Retargeting (to return visitors to the site for another chance to convert)

Each advertising campaign had its own unique ads containing an offer and CTA, while emphasizing the key advantages of YASNO Tile.

Results

The advertising campaign was a success, providing a steady flow of new orders from potential clients. Ad optimization and precise targeting attracted an audience with high conversion potential and increased the presence of the YASNO Tile brand in the target region. 

Google Ads has once again proven its effectiveness as one of the key digital marketing tools for quick lead generation for tiling companies.

Google Ads for tile contractors

Are you looking to take on new clients for your tile installation business?

Let Zwebra Studio do the job! 

With tons of expertise in launching Google Ads campaigns for tile contractors, we’ll help to get your business listed in front of your potential customers when they search for a tiling company in your service area.

Book new jobs, expand your online presence, and grow your business.
Fill out our PPC brief or contact us to get started.