The Client
NW Granite & Marble, now Avrio Surfaces, is a granite, quartz and marble countertop fabricator and installer in Redmond, Washington, serving Seattle and the Eastside. Our Google Ads for countertop companies produced 580+ calls and form leads for them over six years.
A countertop is a large, considered purchase. Homeowners compare stone types, brands and colors for weeks before they call for a measure or a quote, and many arrive already knowing the brand they want.
Six years. 580+ calls, contact forms and consultation requests from two Search campaigns.
The Challenge
- A long, research-heavy decision. Most countertop searches come from people early in a remodel. The ads have to reach the ones ready to talk to a fabricator.
- Brand-loyal shoppers. Quartz buyers search by manufacturer (MSI, Caesarstone, Silestone, Cambria, Pental) rather than by "countertops".
- Big-box competition. Home centers bid on the same countertop searches.
- Calls and forms both matter. Some buyers call, others ask for a free consultation online, and both need to be tracked.
What We Built
1. A countertops Search campaign
In June 2016 we launched a Search campaign for granite, quartz and marble countertop searches across Seattle and the Eastside, with call, sitelink and callout assets.
2. A brand-name quartz campaign
In November 2018 we added a separate campaign for quartz brand searches: MSI, Pental, Caesarstone, Silestone and Cambria. From 2019 to 2022 it was the main source of our leads.
3. Remnants and price searches
We bid on remnant and price searches ("marble remnants", "granite remnants", "quartz countertop price", "cheap granite countertops") that bring budget-minded buyers at a lower click cost.
4. Tracking calls and forms
Calls from ads, contact forms and free consultation requests were all tracked in the account, so the campaigns were judged on real inquiries.
5. Daily Optimization via Ad Campaign Concierge™
Both campaigns were reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining, negatives, bids by keyword and budget pacing.
The Results
The figures below come from the client's Google Ads account and cover our two campaigns only, June 2016 to July 2022.
- 580+ real leads over six years on $100K+ of ad spend.
- 310+ calls from ads, 140+ contact forms and 110+ free consultation requests.
- First summer: from 1 lead in June 2016 to 16 in August 2016.
- 2020: 130 leads, the strongest year, driven by the brand-name quartz campaign and calls from ads.
Key Takeaways
- Follow the brand. Quartz shoppers search by manufacturer. A campaign built on brand names reaches buyers who already know what they want.
- Use cheap entry points. Remnant and price searches bring budget-minded buyers at a lower cost per click.
- Track every kind of lead. Calls, contact forms and consultation requests together give the true picture.
- Stay with what works. Two well-run Search campaigns produced leads for six years.
Frequently Asked Questions
What do people search for when they shop for quartz countertops?
Brand names. In NW Granite & Marble's account the searches that produced the most leads were "msi", "quartz countertops", "msi countertops", "pental quartz", "msi quartz", "caesarstone", "silestone" and "cambria". Shoppers who name a brand already know what they want and are comparing fabricators.
Do countertop customers call or fill out a form?
Both. Of the 580+ leads from our campaigns, 310+ were calls from ads, 140+ were contact forms and 110+ were free consultation requests.
Are remnant searches worth bidding on?
Yes, as a cheap entry point. "Marble remnants" and "granite remnants" were among the top lead-producing searches in the account and cost far less per click than the main countertop terms.
How much did NW Granite & Marble spend on Google Ads?
Our two Search campaigns spent $100K+ over six years, June 2016 to July 2022, an average of about $1,400 a month.
About This Campaign
Countertop fabrication and installation lead generation on Google Ads, built with our proprietary Ad Campaign Concierge™ optimization system.
Industry: Home Improvement (Countertop Fabrication & Installation) Platforms: Google Ads (Search) Location: Redmond, Washington (Seattle and the Eastside) Account Duration: June 2016 to July 2022. The engagement has ended.
Leads are calls from ads, contact-form submissions and free consultation requests from our two campaigns (the campaigns marked LPA). Analytics engagement goals ("Smart Goal"), coupon sign-ups, website phone-number events, directions and store visits are excluded. The company has since rebranded as Avrio Surfaces. All figures are rounded down and approximate. Amounts are in US dollars.