Stephen Alberts

Countertop Marketing 

Paid ads like those available on Google and Facebook can bring in a large number of retail projects to a fabricator. You can also burn through money if you don’t fully understand how it all works. In this article, I’m going to go over Google and Facebook ads so you have a better understanding of how each platform works. I will also explain some of the most common terms that you should know. Most likely you work with a company or have someone in-house to run your campaign, but you always want to have a general understanding of how this all works. 


Google Ads Explained

When you set up Google ads for your countertop company within one to two days you are at the top of the Google search page. When someone types in “granite countertops Dallas” your ad will show up (if you are going after that search term). And when they click your ad, you pay Google.  (see sample 1, below). 

When someone clicks on your Google ad it’s called your ad’s CPC (cost per click). In the countertop industry, most clicks are around $5.00/click. If a market (like Dallas) is more competitive, then you can expect to pay more per click. So if you were to get 100 clicks a month, at $5.00/click then you can expect to pay around $500. 

When running a campaign you set a daily budget. So for instance, you might want to spend $1000 per month on your Google ads. Since most months have 30 days you would use this simple formula to get your daily budget: $1,000/30 = $33.00 per day. Most of the countertop clients we work with spend around $30 to $50 a day.

Here are some of the terms that you want to be familiar with:

Daily Budget: How much you are going to spend per day.

CPC: Cost per click.

Conversion: This is a lead. Someone clicks your ad and either calls you or submits a quote form (if you have that set up properly).

 

Cost/Conversion: How much each lead costs.

Impressions: How many times a person sees your ad (this doesn’t mean that they click it).

CTR (click-through-rate): The percentage of people who click your ad. So, if 100 people see your ad (you have 100 impressions) and 10 people click it, then your CTR is 10 percent.

 

Keywords: These are the words that you want to show for. For instance, a popular term in your industry is “countertops near me.”

 

Negative Keywords: These are the terms you DON’T want to show for. If someone types in “free countertops” you do not want them clicking your ad!

SAMPLE 1 Google brings up ads that fit the search criteria, and you pay “per click.”

SAMPLE 1 Google brings up ads that fit the search criteria, and you pay “per click.”


Facebook Ads Explained

Facebook has a similar type of ad platform but it does work a little differently. People aren’t typing in keywords to see your ads. They are just hanging out on Facebook (or Instagram) and they scroll by your ad. Most of the time it’s in the newsfeed and on their mobile phone. 

It works the same as Google in that you need a daily budget. Most fabricators we work with usually spend about $30.00 per day on Facebook ads. Within that budget, your ads will also show on Instagram (since Facebook owns them). 

The best type of campaigns that work for countertop companies are the following:

Leads: Someone will see your ad and click the Get Quote button. A form pops up right inside of Facebook or Instagram and they submit their information. You then get this lead.

Messages: This ad will send you a message through messenger. It starts the conversation with that homeowner and you can lead them down the path to get them a quote.

Engagement: This amplifies the social media posts you might already have on your page. You can show them to more people within your service area.

With Facebook and Instagram ads you can run them with pictures and video. To show on Instagram, your video must be under 60 seconds. The best type of ads that work on Facebook are project ads. Showing off your work to potential customers is the best way to get more customers! 

In the end, the goal of any paid ads campaign is to get countertop leads and turn those leads into projects. And hopefully now you have an understanding of how it all works. 

SAMPLE 2: Facebook ads are not tied to Keywords.

SAMPLE 2: Facebook ads are not tied to Keywords.


Stephen Alberts is the owner of the Countertop Marketing Co. They specialize in helping countertop companies grow the retail side of their business outside of word-of-mouth and referrals. 

To learn more, book a free strategy call at www.countertopmarketingco.com/ or email steve@countertopmarketingco.com.