The Client
Cleveland Flooring and Remodel installs and refinishes hardwood floors, lays tile and handles flooring remodels for homeowners in Lakewood and across Greater Cleveland, Ohio. We built their Google Ads Search campaign in March 2026, and since call tracking started in June it has produced 100+ phone calls, growing from 15 in the first month to 35 in August.
Flooring is a big-ticket home project, and most homeowners start the same way: a "near me" search, a look at a few websites, and a phone call to get someone out to measure. The company that shows up in those searches, looks established and answers the phone gets the estimate.
"15 calls in June 2026. 35 in August."
The Challenge
Google Ads for a flooring contractor has to separate buyers from browsers:
- Product shoppers. "Luxury vinyl plank flooring" and "waterproof vinyl plank" bring people shopping for materials at big-box prices, not hiring an installer.
- Big-box competition. National flooring retailers and home improvement stores bid on the same searches with installation offers.
- A wide metro. Greater Cleveland stretches from the western suburbs to Hudson and Mentor. The campaign has to reach the neighborhoods the crews serve without paying for the rest.
- Calls are the lead. Homeowners pick up the phone to book an estimate, so a campaign that optimizes for clicks or page visits optimizes for the wrong thing.
What We Built
1. A Main Search Campaign Built Around Installers
We built the Main Search Campaign in March 2026 on the searches that hire a crew: "hard wood floors near me", "wood floor installers near me", "hardwood floor installers", "tile installers near me", "flooring services near me" and "flooring contractors near me". It runs on Maximize Conversions, bidding toward phone calls.
2. City-by-City Targeting Across Greater Cleveland
Instead of one big radius, the campaign targets the cities the company serves: Lakewood, Rocky River, Westlake, Bay Village, Avon, Avon Lake, North Olmsted, Parma, Independence, Brecksville, Solon, Cleveland Heights and dozens more, plus Cuyahoga and Medina counties.
3. Calls as the Conversion
Phone calls from the ads are the counted conversion. Directions, website visits, clicks to call and other engagements are tracked but not counted, so the bidding optimizes toward people who actually call.
4. Ads That Lead to the Right Page
The ads point to the home page and the hardwood refinishing page, with sitelinks, the business name and a call asset, so a homeowner can call straight from the ad.
5. Search Terms Read Against Calls
The data is clear about what works: vinyl plank and laminate product searches brought clicks but no calls, while installer and contractor searches produced the estimates. That is where the campaign's keywords are focused.
6. Daily Optimization via Ad Campaign Concierge™
The campaign was built and tuned with our proprietary Ad Campaign Concierge™ system: search terms, negatives, bids and budget pacing.
The Results
The numbers below cover the Search campaign we built, from June 2026, when call tracking started, to early October 2026.
- 100+ phone calls from the ads in four months.
- From 15 calls a month to 35: 15 in June, 21 in July and 35 in August 2026.
- "Hard wood floors near me" alone brought 35+ calls.
- 33K+ impressions and 1,600+ clicks since launch.
Calls Since Tracking Started
The Searches That Brought the Calls
Key Takeaways
- "Near me" is where flooring jobs start. The top four keywords, all "near me" or installer searches, brought most of the calls.
- Separate installers from shoppers. Product searches for vinyl plank brought clicks without calls. Installer searches brought estimates.
- Target the cities you serve. City-by-city targeting kept the budget on neighborhoods the crews actually reach.
- Count calls, not clicks. With phone calls as the only conversion, the campaign learned to find people ready to book an estimate.
Frequently Asked Questions
How many calls can a flooring contractor get from a Google Search campaign?
Cleveland Flooring and Remodel's Search campaign produced 100+ phone calls from the ads from June to early October 2026: 15 in June, 21 in July, 35 in August and 25 in September.
What do homeowners search for when they need new floors?
'Near me' searches, by a wide margin. 'Hard wood floors near me' alone brought 35+ calls, followed by 'tile installers near me', 'flooring services near me' and 'wood floor installers near me'.
Do flooring customers call or fill out a form?
In this account they call. Every lead counted in this study is a phone call placed straight from the ads, and those calls grew from 15 in June to 35 in August 2026.
Which flooring searches are worth bidding on?
Installer and contractor searches. Hardwood, tile and flooring installer searches produced the calls, while product searches such as 'luxury vinyl plank flooring' brought clicks from shoppers without a single call.
About This Campaign
Flooring contractor lead generation on Google Ads, built with our proprietary Ad Campaign Concierge™ optimization system.
Industry: Contractors (Hardwood, Tile & Flooring Installation) Platforms: Google Ads (Search) Location: Lakewood and Greater Cleveland, Ohio Campaign Built: March 2026 (still running today)
Calls are phone calls from the ads recorded in Google Ads for the Search campaign we built, June 1 to October 3, 2026. Calls before June 2026 were not tracked for this campaign. Clicks to call, directions, website visits and other engagements are excluded, as are the account's other campaigns, including its Local Services Ads. Results reflect the client's continued operation of the campaign we built. All figures are rounded down and in US dollars.