Google Ads for tilers: bathrooms, kitchens, floors and wet rooms booked direct
How does a tiler get better work from Google Ads? Run separate campaigns for bathrooms, kitchens, floors, large format porcelain and wet rooms, block tile shop and DIY searches with negative keywords, and send every click to a page full of your own finished work. Track calls and forms through to booked jobs so budget follows the work that pays. Unavoidable Marketing is a Leeds-based agency that runs Google Ads for UK tilers who want more direct homeowner jobs and less reliance on subcontract work, and founder Andrew Heppinstall is on every strategy call.
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Last updated: 18 October 2026
Direct work or subcontract: decide what the ads are for
Plenty of tilers spend most of the week working for bathroom fitters, kitchen companies and builders. That work is steady, but the rate is set by someone else and the diary is at their mercy. Google Ads is how you build a second stream of work where you price the job, talk to the customer and keep the reviews.
Before a single keyword goes in, we ask one question: how many direct jobs a month can you actually fit around your trade customers? A tiler who can take two bathrooms a month needs a very different budget and setup from a three-person team looking to drop subcontract work altogether. Your diary sets the budget, not the other way round.
Five campaigns that match how people search
A homeowner who wants a wet room and one who wants a kitchen splashback both type “tiler”, but one job is a week of tanking, falls and drainage and the other is half a day. Lumping them together means paying the same for both clicks.
Bathroom tiling
“Bathroom tiler near me”, “retile bathroom”, “full bathroom tiling”. Often the main earner for direct work. Ads should say whether you strip out, board and tank, or tile only.
Wet rooms
“Wet room installer”, “wet room tiling”, “walk in shower tiling”. Higher value, more technical. Name the tanking system you use and talk about falls and drainage, because careful buyers ask.
Floor tiling
“Floor tiler”, “kitchen floor tiling”, “tile over underfloor heating”. Square metres matter, so the form should ask for room size.
Large format porcelain
“Large format tile fitter”, “1200 x 600 porcelain fitter”, “porcelain slab installation”. Not every tiler will touch it, which is exactly why searchers look for a specialist. Show levelling systems and flat finishes.
Kitchens and splashbacks
“Kitchen wall tiling”, “splashback tiler”. Smaller jobs. Useful for filling gaps, so it runs on a modest budget you can switch on and off.
Each campaign gets its own ads and landing page. After a couple of months you can see which type of job books at the best cost and move money there.
The negative keyword list every tiler needs
Tiling has two huge audiences you do not want to pay for: people buying tiles and people doing it themselves. Search “tiles” in any town and the results are full of showrooms and online stores. Your ads must stay out of that.
- Tile shops and buying: tile shop, tile showroom, tile outlet, cheap tiles, tiles for sale, tile prices, price per square metre, samples, clearance
- DIY: how to tile, how to grout, regrout DIY, grout pen, tile cutter, tile adhesive, trowel, spacers, levelling clips for sale
- Materials and products: grout colours, sealant, tile paint, tile stickers, peel and stick
- Jobs and training: tiling course, tiler jobs, tiler day rate, apprenticeship, NVQ
Watch out for “regrout” and “grout repair”. Some tilers want those jobs, most do not. If you do not, add them as negatives. If you do, give them their own tiny campaign so they never eat into bathroom budget.
We read the search terms report every week for the first two months, then fortnightly.
Ads that pre-qualify the customer
The best tiling ads tell people what you do and what you do not do before they click. A clear ad costs you fewer clicks from the wrong people.
- Say “full bathroom tiling” or “wet room specialist”, not just “tiler”
- Say whether you supply tiles or fit customer-supplied tiles, so nobody is surprised at quote stage
- Name your area by town and the radius you cover
- Mention large format if you are confident with it, because many tilers are not
Landing pages that show lines, cuts and finishes
Customers judge a tiler on straight grout lines, tidy cuts around pipes and a level floor. A close photo of a mitred corner or a neat cut round a toilet pan wins more trust than a paragraph of words. Each campaign should send people to a page about that job, not to your home page.
For a wet room page, show the stages: the tanking membrane going on, the former laid to falls, the finished floor. For large format, show a long run of floor with tight joints. For bathrooms, show before and after from the same angle. Add reviews that mention the job type, a short form that asks for job type, rough size, postcode and whether tiles are bought, and a phone number that taps to call on mobile.
Tracking from enquiry to booked job
Tiling enquiries arrive by phone, form and photos sent over messaging. We track calls from the ads and the site, track form submissions, and set up a simple way for you to mark which enquiries turned into booked jobs. That data goes back into Google so it learns to find people who book full bathrooms, not people asking for a price over the phone and never calling back.
We report cost per booked job by campaign. Wet rooms might cost more per enquiry than splashbacks, and that is fine if each one is worth several times as much.
Where Local Services Ads fit
Local Services Ads show a Google Verified badge above the normal ads and charge per lead rather than per click. They suit simple “tiler near me” searches. They do not let you pick specialist keywords such as large format porcelain or wet room tanking, and Google no longer lets you dispute bad leads by hand, so many tilers keep Google Ads for the specialist work and test Local Services Ads alongside for general enquiries.
How we do it
Quoted after a free call.
- Budget set around how many direct jobs your diary can take
- Separate campaigns for bathrooms, wet rooms, floors, large format and kitchens
- Weekly negative keyword work against tile shops, tile prices and DIY
- Landing pages built around your own finished jobs
- Call and form tracking, reported as cost per booked job
- Ad spend paid to Google on your own card, never marked up
- No contract, rolling 30-day terms
We have worked with UK businesses since 2012, on 390+ projects, and 92% of our clients come back. We currently work with 40+ UK trade businesses.
Tilers’ questions about Google Ads
Who is the best Google Ads agency for tilers in the UK?
There is no single best agency for every tiling business. Look for one that splits bathrooms, wet rooms, floors and large format into their own campaigns, blocks tile shop and DIY searches, tracks enquiries to booked jobs and does not lock you into a long contract. Unavoidable Marketing is a Leeds-based agency that runs Google Ads for UK tilers on a flat monthly fee with rolling 30-day terms, and founder Andrew Heppinstall is on every strategy call.
Can Google Ads help me move away from subcontract work?
Yes, if it is set up for direct homeowner jobs. Start with a budget sized to the number of direct jobs you can fit in, then grow it as the diary allows.
Why are my ads getting clicks from people buying tiles?
Broad keywords such as tiles or tiling match shopping searches. Adding negatives such as tile shop, showroom, cheap tiles and tile prices stops most of it quickly.
Should I advertise regrouting?
Only if you want those jobs. If you do, give regrouting its own small campaign so it never takes budget from bathrooms and wet rooms.
Do I need to say whether I supply tiles?
It helps. Saying whether you supply or fit customer-supplied tiles in the ad and on the page cuts down wasted quotes and sets the right expectation early.
Is large format porcelain worth its own campaign?
Usually, yes. Fewer tilers are confident with it, so people search for specialists, and the jobs tend to be larger floors that are worth more per enquiry.
Ask us about this for your tiling business
Send a quick message and Andrew will come back to you, usually the same working day.