This case study explains how I used Google Ads to help a flooring brand get strong results in two competitive markets: Germany and Austria. With a smart campaign setup, keyword strategy, and constant optimization, the brand reached:
📈 Conversions: 161
💰 Cost per Conversion: €15.68
🛒 Purchases/Sales: 28.3K
🚀 Actual ROAS: 1121.16%
Here is the performance screenshot:
1. Understanding the Market & Audience
Flooring is a high-intent industry. People searching for flooring products usually want:
- Flooring installation
- New flooring for homes or offices
- Specific flooring materials (vinyl, wood, laminate, etc.)
- Local or country-wide suppliers
Germany and Austria are highly competitive markets, so the campaign needed:
- Precise keywords
- Strong ad copy
- Good landing pages
- Proper bidding strategy
- Clean tracking setup
2. Google Ads Structure I Used
I focused on high-intent search campaigns, including:
✔ Flooring keywords
- “flooring installation”, “vinyl flooring”, “laminate flooring”, “parkett”, “bodenbelag”, etc.
✔ Product-based keywords
- Brands, types, and material keywords.
✔ Location-based keywords
- Targeted cities and regions inside Germany and Austria.
✔ Commercial keywords
- Keywords used by people ready to buy.
This structure helped us capture buyers at every stage.
3. Smart Bidding Strategy & Audience Signals
To reach high ROAS, I used:
- Target ROAS strategy
- In-market audiences
- Custom intent audiences
- Location targeting
- Ad scheduling
Germany and Austria respond well to detailed targeting, which helped improve conversion quality.
4. Landing Page Optimization
The landing pages were clean, fast, and focused on:
- Clear product descriptions
- Strong visuals
- Easy navigation
- Fast checkout
- Trust signals
Good landing pages helped keep the cost per conversion low (€15.68).
5. Results
The performance for the selected date range delivered:
📌 161 Conversions
- Users completed purchase actions at a high rate.
📌 €15.68 Cost/Conversion
- Very low for the flooring industry (usually much higher).
📌 28.3K Total Sales
- The brand saw strong online demand.
📌 1121.16% ROAS
- For every €1 spent, the brand earned over €11 back.
This is considered an exceptional result in Google Ads for home improvement and flooring markets.
6. Why This Campaign Worked
- High-intent keyword strategy
- Clean campaign structure
- Smart bidding
- Strong landing pages
- Accurate conversion tracking
- Optimization based on real data
- Region-specific targeting (Germany & Austria)
- Clear ad messaging
Final Thoughts
This Google Ads strategy helped a flooring brand grow quickly in two competitive European markets. With the right mix of audience targeting, keyword planning, and constant optimization, the campaign reached:
⭐ 161 conversions
⭐ Over 28K total sales
⭐ 1121% ROAS
