The Role of Google Display Ads in Flooring Marketing

As competition in the flooring industry grows, reaching customers becomes more challenging. When potential customers browse online, your flooring website should be visible to gain leads and conversions.

Google Display Ads can be an effective way to expand your reach, build brand awareness and drive leads by placing your business in front of users while they browse websites, apps and even YouTube. Display ads differ from traditional search ads in that they focus on visual impact and are shown across Google’s vast Display Network, which covers over two million websites.

Through this blog, you’ll learn the benefits of Google Display Ads for flooring companies, as well as strategies to maximize their effectiveness.

1. Expand Your Reach to New Audiences

Google Display Ads allow you to reach potential customers outside of traditional search results. By targeting users browsing related content, these ads provide opportunities to showcase your flooring services to those who may not be actively searching but are interested in home improvement, interior design or renovation.

Here’s how Display Ads help you expand reach:

• Target Potential Customers Across Millions of Sites: Google’s Display Network reaches 90% of internet users worldwide, placing your ads on a wide range of popular sites, apps and YouTube channels.
• Engage Users in the Research Phase: Display ads can attract users in the early stages of a flooring project, helping you establish brand familiarity and trust before they even start searching.

Quick Tip: Use affinity and in-market audiences to reach users interested in categories like “home décor,” “renovation” and “interior design” to capture their attention early.

2. Boost Brand Awareness and Recognition

The visual format of Google Display Ads makes them ideal for increasing brand awareness. Display ads showcase your logo, products and branding, making your business more recognizable when customers are ready to decide.

Here’s how to build brand awareness effectively:

• Use Consistent Branding: Include your logo, brand colors and fonts to create a cohesive look across all ads.
• Feature High-Quality Images of Flooring Options: Show stunning photos of specific materials such as hardwood, tile, carpet or luxury vinyl flooring to capture interest and demonstrate the quality of your offerings.
• Use Catchy Taglines: Short, memorable phrases like “Transform Your Home with Premium Flooring” can make your ad stand out and leave a lasting impression.

Quick Tip: Retarget users who engage with your display ads by showing them follow-up ads as they continue browsing, reinforcing your brand message and familiarity.

3. Target Local Customers with Geotargeting

Geotargeting allows you to display ads to users in specific locations, ensuring your ads reach people likely to visit your store or book a service. For flooring companies, local targeting is essential to attract nearby clients.

Here’s how to use geotargeting effectively:

• Target by City, Zip Code or Radius: Focus on the geographic areas where you offer services to maximize relevance and avoid wasted ad spend.
• Customize Ads with Local Language: Use phrases like “Serving [City]” or “Flooring Experts in [Location]” to appeal to local clients and emphasize your community presence.
• Leverage Store Visit Conversions: If you have a showroom, track store visit conversions to measure how well your display ads drive foot traffic.

Quick Tip: Combine geotargeting with retargeting to reach users in your area who have previously visited your website, further increasing the chances of conversion.

4. Utilize Remarketing to Reengage Interested Leads

Remarketing is a powerful feature of Google Display Ads that allows you to target users who have previously visited your website. By serving tailored ads to these users as they browse other sites, you can remind them of your services and encourage them to return to your site to take action.

Here’s how to use remarketing effectively:

• Create Ads for Different Levels of Engagement: Customize ads based on whether users browsed flooring options, visited the “Contact” page, or added items to their cart.
• Offer Special Promotions: If a visitor left without converting, serve them a follow-up ad that includes a discount or promotion, incentivizing them to return.
• Use Visual Reminders: Show images of the specific flooring types they viewed (e.g., hardwood or tile) to increase relevancy and recapture interest.

Quick Tip: Set a frequency cap to avoid showing the same ads too many times to the same users, which can prevent ad fatigue and improve user experience.

5. Experiment with Ad Formats to Capture Attention

Google Display Ads come in various formats, from static images to responsive ads and rich media. Flooring companies can benefit from experimenting with different formats to capture attention and convey messages effectively.

Here are some popular ad formats to try:

• Responsive Display Ads: These ads automatically adjust to fit available ad spaces and include text, images and videos. They’re ideal for reaching a broad audience with minimal design effort.
• Image Ads: These static ads use a single, visually appealing image. For flooring, a high-quality image of a beautifully finished floor can be highly effective.
• Carousel Ads: Although limited to certain platforms, carousel ads can display multiple images or product options, allowing you to showcase different flooring materials in a single ad.

Quick Tip: Test different ad formats to see which performs best with your audience and prioritize the formats that drive the highest engagement and conversions.

6. Craft Compelling Ad Copy with a Clear Call to Action

Strong visuals matter, but compelling ad copy highlights your value and prompts users to take action. A clear and direct call to action (CTA) can significantly impact the effectiveness of your display ads.

Here’s how to write effective ad copy:

• Highlight Benefits: Emphasize what sets your flooring services apart, such as “High-Quality, Affordable Flooring Solutions” or “Transform Your Space with Stylish Flooring.”
• Use Action-Oriented CTAs: Phrases like “Explore Our Flooring Options,” “Request a Free Quote” or “Visit Our Showroom” can guide users on what to do next.
• Keep it Short and Engaging: Display ads should be easily digestible, so stick to concise language and focus on key selling points.

Quick Tip: A/B test different versions of your ad copy to see which messages resonate most with your audience and drive more clicks.

7. Monitor and Optimize Campaign Performance

Continuous monitoring and optimization are essential to ensuring your Google Display Ads campaign is effective. By analyzing key performance metrics, you can adjust targeting, ad design and bidding to maximize your return on investment.

Here’s what to focus on when monitoring performance:

• Click-Through Rate (CTR): A higher CTR indicates your ad is engaging and relevant to your audience. If CTR is low, consider changing visuals, copy or audience targeting.
• Conversion Rate: Track how many clicks result in actual conversions, like form submissions or calls. A low conversion rate may suggest a need to optimize your landing page.
• Cost Per Conversion: Monitor this metric to ensure you’re getting value for your ad spend. If costs are high, adjust bidding strategies or refine your targeting.

Quick Tip: Use Google Analytics alongside Google Ads data to gain deeper insights into user behavior, which can help you fine-tune your ads and targeting for better results.

Conclusion: Harness the Power of Google Display Ads to Grow Your Flooring Business

Google Display Ads help flooring companies increase visibility, strengthen brand awareness and generate leads. With the right strategies, these ads can keep your business top of mind and turn potential customers into loyal clients.