The Opportunity for Tiling Businesses on Google Ads
Tiling sits at the intersection of essential home improvement and aesthetic design. That means your potential customers range from someone who needs a quick splashback fitted to a homeowner planning a full luxury bathroom renovation. Google Ads lets you reach both — and everything in between.
What makes tiling particularly well-suited to paid search is the visual nature of the work. People searching for tilers want to see quality. When you combine targeted keywords with a landing page that showcases your best projects, conversion rates tend to be strong.
Keyword Strategy: Bathroom, Kitchen, and Beyond
Bathroom Tiling Keywords
Bathroom projects are the bread and butter for most UK tilers. These keywords typically have strong commercial intent:
| Keyword | Typical UK CPC | Search Volume |
|---|---|---|
| "bathroom tiler near me" | £1.50 – £3.00 | High |
| "bathroom tiling cost" | £0.80 – £1.80 | High |
| "shower tiling specialist" | £1.20 – £2.50 | Medium |
| "wet room tiling [city]" | £2.00 – £4.00 | Medium |
| "bathroom renovation tiler" | £1.80 – £3.50 | Medium |
| "re-tile bathroom" | £1.00 – £2.20 | Medium |
Kitchen Tiling Keywords
Kitchen tiling searches tend to be more design-focused. Customers often know exactly what they want:
| Keyword | Typical UK CPC | Search Volume |
|---|---|---|
| "kitchen tiler [city]" | £1.50 – £3.00 | Medium |
| "kitchen splashback tiling" | £1.00 – £2.00 | Medium |
| "metro tile fitter" | £0.80 – £1.50 | Low-Medium |
| "herringbone tile installation" | £1.00 – £2.00 | Low |
| "kitchen floor tiling service" | £1.20 – £2.50 | Medium |
Specialist and High-Value Keywords
These attract premium projects with higher margins:
| Keyword | Typical UK CPC | Search Volume |
|---|---|---|
| "porcelain tile installer" | £1.50 – £3.00 | Medium |
| "large format tiling specialist" | £2.00 – £4.00 | Low |
| "natural stone tiling" | £1.50 – £3.50 | Low-Medium |
| "underfloor heating tiler" | £1.20 – £2.50 | Low |
| "commercial tiling contractor" | £2.50 – £5.00 | Low |
Seasonal Trends in Tiling Searches
Tiling demand follows a predictable annual pattern that you should plan your budget around:
| Period | Trend | Recommended Action |
|---|---|---|
| January – February | Strong spike as New Year renovation plans kick in | Increase budget 20-30% |
| March – May | Sustained high demand, spring renovation season | Maintain peak budget |
| June – August | Moderate dip as people focus on outdoor projects | Reduce by 10-15%, push outdoor tiling |
| September – October | Second spike as people want work done before Christmas | Increase budget again |
| November – December | Gradual decline but still steady | Maintain moderate spend |
The January spike is particularly notable. Many homeowners receive cash gifts or bonuses at Christmas and start planning renovations immediately. Having strong ads running from the first week of January gives you a significant head start.
Showcasing Your Work: The Landing Page Difference
For tilers more than almost any other trade, your landing page is your portfolio. The difference between a landing page with quality project photos and one without can easily be a 3x difference in conversion rate.
How to Photograph Your Tiling Work
You do not need a professional photographer. A modern smartphone and these guidelines will produce results:
- Shoot in natural daylight wherever possible — artificial lighting creates colour casts on tiles
- Clean the tiles and grout before photographing — fresh grout lines photograph beautifully
- Capture wide shots and detail shots — the wide shot shows the overall design; the close-up shows the precision of your cuts and grout lines
- Include before photos — even a rough photo of the old tiles or bare walls adds context
- Show different angles — a straight-on shot plus an angled shot that shows how light plays on the tiles
Organising Your Portfolio
Structure your landing page gallery by project type:
- Bathroom transformations — full room shots, walk-in showers, feature walls
- Kitchen splashbacks — different styles and materials
- Floor tiling — hallways, kitchens, living spaces
- Specialist work — wet rooms, outdoor patios, natural stone, mosaics
Under each project, include a brief description: "Victorian terrace in Manchester — herringbone pattern using Topps Tiles Maxi Metro in sage green. Completed in 3 days including waterproofing."
Writing Ads That Win Clicks
Ad Copy Principles for Tilers
Be specific about what you do. "Wall & Floor Tiling" is better than "Tiling Services." "Bathroom Tiling Specialist" is better still.
Mention materials you work with. Customers searching for porcelain, natural stone, or large format tiles want a tiler experienced with those materials.
Highlight experience and quality. "15+ Years' Experience" or "Precision Cuts, Perfect Finish" speaks to the craftsmanship customers care about.
Sample Ad
Headline 1: Bathroom Tiling in [City] | Free Quotes Headline 2: Wall & Floor Tiling Specialists Description: Expert tiling for bathrooms, kitchens, and floors. Porcelain, natural stone, and ceramic. See our gallery of completed projects. Fully insured, references available.
Campaign Structure
Recommended Setup
Campaign 1 — Bathroom Tiling: Your highest-volume campaign. Target all bathroom-related tiling keywords. Budget: 40% of total spend.
Campaign 2 — Kitchen Tiling: Splashbacks, floors, and kitchen renovation tiling. Budget: 20% of total spend.
Campaign 3 — Floor Tiling: General floor tiling across all rooms. Budget: 20% of total spend.
Campaign 4 — Specialist/Premium: Wet rooms, natural stone, large format, commercial. Budget: 20% of total spend.
This structure lets you adjust budgets based on which types of work you want more of. If you are booked up with bathroom jobs but want more commercial work, simply shift budget between campaigns.
Negative Keywords to Add Immediately
Tiling searches attract a lot of DIY traffic. Block these from the start:
- "how to tile" and "tiling tutorial" — DIY searches
- "tile adhesive" and "grout" and "tile cutter" — material/tool purchases
- "B&Q" and "Wickes" and "Topps Tiles" — people looking for tile shops
- "jobs" and "vacancies" and "labourer" — job seekers
- "courses" and "training" — people learning the trade
- "tile calculator" — planning tool searches
- "peel and stick" and "self adhesive" — DIY product searches
Budget and Expected Results
For a tiling business operating in a single city, £12-£18 per day is a solid starting point. This should generate 5-8 enquiries per week with a well-optimised campaign and strong landing page.
Consider your average job values when evaluating ROI:
| Job Type | Typical Value | Leads Needed to Win One Job |
|---|---|---|
| Kitchen splashback | £200 – £400 | 2-3 leads |
| Bathroom floor | £300 – £600 | 2-3 leads |
| Full bathroom re-tile | £800 – £2,000 | 3-4 leads |
| Wet room | £1,500 – £3,000 | 3-5 leads |
| Commercial project | £3,000 – £10,000+ | 4-6 leads |
If your cost per lead is £12-£20 and you close one in three, even a basic splashback job is profitable from Google Ads. For a broader look at the numbers, see our guide on whether paying for Google Ads is worth it. Higher-value projects make the maths even more compelling.
Ready to Tile Your Way to More Work?
Whether you are new to Google Ads or already running campaigns that feel underwhelming, we can help. Request a free audit and we will analyse your current setup, identify wasted spend, and show you exactly how to get more tiling enquiries.
Explore more trade-specific advertising guides on our blog.
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