How Oser Floors & More Grew
Phone Leads 38% While Cutting
Cost Per Lead 14%
Oser Floors & More is a local flooring retailer that wins business one conversation at a time, when a homeowner picks up the phone or fills out a quote request. The job of their Google Ads is simple: put the store in front of people ready to buy floors and turn those searches into calls. Over the last twelve months we did exactly that, growing ad-driven leads 38 percent to 1,936 while spending only 20 percent more, so the cost of each lead fell from about 88 dollars to 76. The same budget now works harder, and more of the right buyers reach the store.
The Results
By tightening targeting and ad copy around high-intent flooring searches, we grew the number of leads while spending only modestly more, so each lead cost less and every click did more work. The result is a leaner, more productive ad program that fills the store's pipeline with calls and quote requests. All figures compare the trailing twelve months to the prior twelve.
The Problem
Oser Floors & More depends on the phone. A flooring purchase starts with a call or a quote request, so the entire value of the ad budget comes down to how many of the right people it puts on the line. The store needed its Google Ads to produce more of those conversations without simply paying more to get them.
The earlier account had been running for years and was spreading spend across broad, low-intent searches. Impressions were high but the clicks were not converting efficiently, and cost per lead sat near 88 dollars. Oser needed an ad program rebuilt around the searches that actually end in a sale, so each dollar bought a real lead instead of a stray click.
Grow the number of qualified leads coming from Google Ads, calls and quote requests from homeowners ready to buy floors, while holding spend steady enough that each lead costs less, not more.
We focused the account on the searches that signal real buying intent: specific flooring types, in-stock product searches, and brand-name lookups for the store itself. We rewrote ad copy to speak to those buyers, prioritized call and quote actions, and pulled budget away from broad terms that drew clicks but few leads. Rather than chasing impression volume, we optimized for the click that turns into a phone call, which is why impressions fell while leads climbed and the cost of each lead dropped.
THE CHALLENGES
The goal was more leads at a lower cost each, which meant getting more out of the budget rather than simply enlarging it.
Turn clicks into calls, not just visits
A flooring sale begins with a conversation. The account had to be optimized for phone calls and quote requests, the actions that actually drive revenue, instead of raw traffic.
Lower the cost of each lead
Cost per lead sat near 88 dollars. Growing lead volume while bringing that number down meant cutting wasted spend on broad searches and concentrating budget on high-intent terms.
Reach ready-to-buy searchers
Homeowners shopping for floors search by product and by what is in stock. The ads needed to win those specific, high-intent searches rather than spread thin across general flooring terms.
- Leads, not clicks, were the goal: the account needed to be measured on calls and quote requests, the actions that produce flooring sales.
- Cost per lead was high: each lead was costing about 88 dollars, leaving clear room to make the budget more efficient.
- Spend spread too broadly: budget was scattered across general searches that drew clicks but converted poorly.
- High-intent searches underserved: specific flooring-type and in-stock product searches were the buyers most likely to call.
The Bottom Line
- More leads: ad-driven leads grew 38 percent, from 1,397 to 1,936 in twelve months (Source: Google Ads (BMG)).
- Cheaper leads: cost per lead fell about 14 percent, from roughly 88 dollars to 76, on only 20 percent more spend (Source: Google Ads (BMG)).
- Harder-working clicks: leads per 1,000 clicks rose 42 percent and click-through rate climbed from 2.4 to 5.5 percent (Source: Google Ads (BMG)).
- Calls and quotes, the actions that sell: the large majority of leads were phone calls and click-to-call actions, with quote-form completions on top (Source: Google Ads (BMG)).
The Results
By rebuilding the account around high-intent flooring searches and the actions that lead to a sale, Oser Floors & More now gets more leads for less money per lead. The store's budget produces more calls and quote requests than it did a year ago, and each lead costs less to win. All figures compare the trailing twelve months to the prior twelve.
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