The Client
Why we don't name this client: they asked to remain anonymous while we run their campaigns, so we share the business type, the state and the real results, but not their name or website.
This is a tile and flooring retailer in California that sells online, and our Google Ads for flooring retailers have driven $550K+ in online ad revenue for it since 2023.
The store sells ceramic, porcelain and stone tile, mosaics and flooring, and ships its orders to customers across the US. A single order can be a few boxes of wall tile or a full floor of large-format porcelain. We don't name the company in this study. The numbers below come straight from the ad account.
"$1,900+ in online ad revenue in February 2024. $38,000+ in September 2026."
The Challenge
- Thousands of near-identical products. Tile comes in hundreds of sizes, colors and finishes, and the shopper searching for one rarely types the product name.
- Big, considered purchases. Buyers compare samples, colors and prices for weeks, so the ad that wins the click is not always the one that gets the order.
- Local showrooms and national sellers on the same searches. Big-box stores and online tile sellers compete for every "floor tile" click.
- Research traffic. Searches like "tile ideas" and "how to install tile" bring browsers, not buyers.
What We Built
1. A Brand Search Campaign
In August 2023 we started with a Search campaign on the store's own name, so customers looking for the store found it first.
2. A Performance Max Campaign by Tile Type
In February 2024 we launched a Performance Max campaign organized by tile type, bid to maximize conversion value so Google favored the products and searches that produced real revenue. It has driven $400K+ in online ad revenue on its own.
3. Manufacturer-Line Performance Max Campaigns
In 2026 we split two manufacturers' tile lines into their own Performance Max campaigns, each with its own budget. The first returned about 10x, the second about 7x.
4. Search Tests, Then Focus
We tested a general Search campaign and manufacturer Search campaigns with an A/B test on bidding. Performance Max outperformed them, so the budget went there and the tests were paused.
5. Negatives and Assets
244 campaign-level negative keywords, plus shared lists for general, competitor and brand negatives, and 12 asset groups with images, sitelinks, callouts and logos.
6. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining, product and budget shifts toward the tile that sells, and bids tuned to the purchase value.
The Results
- $550K+ in online ad revenue from $110K+ in ad spend, about 5x ROAS
- 1,300+ orders from the ads
- 800+ different products sold through our campaigns
- Record month: September 2026, $38K+ at about 8x
2026: The Strongest Stretch Yet
Through 2026, with the manufacturer-line campaigns added from March, monthly ad revenue grew from $6K+ in January 2026 to $38K+ in September, on a budget that grew far less. From June to September 2026 the account brought in $130K+ at about 7x.
Key Takeaways
- Organize Performance Max the way people shop. Grouping products by tile type gave Google clear signals, and that one campaign drove $400K+.
- Give the best lines their own campaigns. Splitting out a single manufacturer's tile line returned about 10x.
- Bid on value, not orders. A box of mosaics and a full porcelain floor are both one order. Maximize conversion value bids toward the bigger ones.
- Test Search, follow the data. For this store Performance Max beat every Search test, so that is where the budget went.
Frequently Asked Questions
How much should a flooring retailer spend on Google Ads?
This retailer spends about $4,200 to $4,600 a month on our campaigns. From June to September 2026 that budget produced $130K+ in online ad revenue, about 7x, and September alone brought in $38K+.
Does Performance Max work for tile and flooring e-commerce?
Yes. Our main Performance Max campaign, built around tile types, has driven $400K+ in online ad revenue on its own. In 2026 we added a Performance Max campaign dedicated to one manufacturer's tile line, and it returned about 10x.
How long does it take Google Ads to sell flooring online?
The Performance Max campaign launched in February 2024. By March it brought in $13K+ in a month, and by April $30K+ at about 8.7x.
How many products does Google Ads sell for a flooring store?
More than 800 different tile and flooring products have sold through our campaigns, from mosaics and wall tile to large-format porcelain, across 1,300+ orders.
About This Campaign
Tile and flooring e-commerce on Google Ads, managed daily through our proprietary Ad Campaign Concierge™ system.
Industry: E-Commerce: Tile & Flooring Platforms: Google Ads (Performance Max, Search) Location: California Campaigns Built: August 2023 (still running today)
The client's name is withheld at their request. Figures cover only the campaigns we built and run. Revenue is the value of the store's "Purchase" conversion action, online orders from the ads; calls and other actions are excluded. Totals run from August 2023 to early October 2026. All figures are approximate and rounded down, in US dollars.