The Client
Rothman Fabrics (Rothman Associates) is a wholesale fabric, wallcovering and textile showroom in Miami, Florida, representing top designer brands and offering custom upholstery. We ran their Google Ads from August 2023 to September 2025 and grew real leads from 1 a month to 60+.
A showroom sells by appointment and conversation. The ads have one job: get buyers to call, write or chat, and come in.
"1 lead in our first full month. 60+ in our last. Cost per lead from about $76 to about $39."
The Challenge
Google Ads for a fabric showroom is a niche with expensive neighbours:
- Online fabric stores everywhere. Searches for "upholstery fabric" bring national online retailers that sell by the yard with free shipping.
- Brand-name searches. Designers search for the brands they want by name, and the brands' own sites compete for those clicks.
- A local, trade-heavy audience. The buyers are Miami-area designers, decorators and homeowners, not the whole country.
- Leads in three forms. People call, fill out a form or open a chat. All three have to be counted, once each.
What We Built
1. A conversion Search campaign on buying searches
Conv. Search Campaign - LPA on searches like "miami upholstery," "upholstery fabrics miami," "fabrics showroom" and "decorative fabric," plus the designer brands the showroom carries, from fabrics to wallcoverings.
2. A brand campaign
A Supplemental Campaign on the showroom's own name, "rothman fabrics," "rothman associates" and "rothman fabrics miami," which brought leads at the lowest cost of the main campaigns.
3. Performance Max for Miami-Dade
PMax Campaign - LPA, launched in February 2024 and targeted to Miami-Dade County, became the largest source of leads.
4. ZIP-code targeting and A/B tests
The Search campaigns were built on 130 Miami-Dade and Broward ZIP codes, and we A/B tested new versions of the main and brand campaigns against the originals.
5. Tracking every kind of lead
Conversions for calls to the showroom from the website, calls from the ads, contact-form submissions and, from June 2025, website chats. 280+ unique negative keywords, 24 sitelinks and callouts kept the clicks relevant.
6. Daily Optimization via Ad Campaign Concierge™
Every campaign was reviewed every business day through Ad Campaign Concierge™, our proprietary optimization system: search terms, negatives, bids and budget pacing.
The Results
The numbers below cover our campaigns, August 2023 to September 2025.
- $36K+ in ad spend managed.
- 580+ real leads: 300+ calls, 170+ form submissions and 100+ chats.
- Monthly leads: 1 in September 2023, 30+ by spring 2024 and 60+ in September 2025.
- 2024: 240+ leads at about $76 each.
- 2025 (January to September): 320+ leads at about $39 each, more leads than all of 2024 in nine months, on less spend.
- Best quarter: July to September 2025, about 170 leads.
- Performance Max: 290+ leads at about $38 each.
- Brand search: 100+ leads at about $35 each.
Key Takeaways
- Count every way people reach out. Adding chat tracking in mid-2025 showed a lead channel that calls and forms alone had missed.
- Local targeting beats national reach for a showroom. ZIP-code targeting across Miami-Dade and Broward kept the budget on people who can visit.
- Bid on your own name. The brand campaign brought leads at the lowest cost of the main campaigns.
- Cost per lead can halve while volume grows. 2025 brought more leads than 2024 at about half the cost per lead.
Frequently Asked Questions
How do fabric and wallcovering showrooms get leads from Google Ads?
Through calls, contact forms and website chats. Of Rothman Fabrics' 580+ real leads, 300+ were phone calls, 170+ were form submissions and 100+ were website chats, which we started tracking in June 2025.
What does a lead cost for a fabric showroom on Google Ads?
For Rothman Fabrics, about $76 a lead across 2024 and about $39 from January to September 2025, on a lower monthly budget. The average over the whole engagement was about $62.
Does Performance Max work for a showroom?
It did here. The Performance Max campaign, targeted to Miami-Dade County, produced 290+ real leads on $11K+ of spend, about $38 a lead.
Should a showroom bid on its own name?
Yes. The campaign on searches for 'rothman fabrics' and 'rothman associates' brought 100+ real leads on about $3.7K, about $35 a lead, the lowest cost of the account's main campaigns.
About This Campaign
Showroom lead generation on Google Ads, built and managed with our proprietary Ad Campaign Concierge™ optimization system.
Industry: Interior Design (Fabric & Wallcovering Showroom) Platforms: Google Ads (Search, Performance Max) Location: Miami, Florida Account Duration: August 2023 to September 2025. The engagement has ended.
Leads are counted Google Ads conversions from our campaigns only: calls to the showroom from the website, calls to a cell number from the website, calls from ads, contact-form submissions and website chats. Where two form trackers counted the same submission, it is counted once. Email clicks are excluded. All figures are rounded down and in US dollars.