The Q2 2025 benchmarking report for UK flooring suppliers has just been published. Learn how the top 12 UK flooring suppliers perform across the digital space.

 The latest Q2 2025 benchmarking report for UK flooring suppliers has just been published. It covers the largest 12 national flooring suppliers, including Tile Giant, Total Tiles, Flooring Superstore, Tapi Carpets, United Carpets, Walls and Floors, Tile Choice, UK Flooring Direct, Topps Tiles, TradeChoice Carpet & Flooring, Tile Mountain, and Stone & Tile Company.

The research gives an inside track on who is winning the biggest marketing share online, and quantifies the gaps, risks and missed opportunities for flooring suppliers to win brand exposure, drive online orders, and even secure in-store footfall. The report highlights quick wins that will improve the performance of your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.  

Q2 2025 winners leaderboard

For a glance into just 6 of the metrics we evaluated these top 12 flooring suppliers on, check out our quick-look table below;  

Continue reading for further detail on this quarter's top and poorest-performing flooring suppliers, or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each brand based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q2 2025, the average monthly budget wastage across these UK flooring suppliers was £6,834, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £10 . This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Tapi Carpets reported the lowest monthly cost-per-click (CPC) at £2, and Walls and Floors has the highest at £33.

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, United Carpets has the lowest estimate monthly ad spend at £185, and UK Flooring Direct has the highest at £155,000.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. For sites in e-commerce sectors, such as flooring, they'll need to keep on top of large numbers of changing stock pages, which could lead to customers being driven down dead ends if pages are removed without effective redirects put in place.

In the last quarter, Tile Choice flagged 39 4xx errors. This quarter, Tile Choice has slightly increased these errors to 40, and they remain the supplier to watch. Units who land on a 404 page may abandon a website before making a purchase, which can have an impact on a brand’s sales and customer trust.

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. We often see brands within the home improvement space struggle with this, as the temptation generally lies in showing products at their best through high-definition images, over reducing quality in favour of page speed.

In our previous report, United Carpets flagged the slowest mobile site speed (16). This quarter, United Carpets has increased their speed score to 31, and they’re no longer the supplier to watch. The overall mobile site speed for this quarter ranged between 66 and 18, with Total Tiles flagging the slowest speed. This flooring supplier should ensure they’re using lazy loading for images and use responsive images that are appropriately sized for different screen sizes.

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Flooring suppliers can look to collaborating with online publications and bloggers within their niche to build out their backlink profile and gain visibility in areas they can gain relevant referral traffic.

A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. In our previous report, United Carpets flagged the slowest mobile site speed (16). This quarter, United Carpets has increased their speed score to 31, and they’re no longer the supplier to watch. The overall mobile site speed for this quarter ranged between 66 and 18, with Total Tiles flagging the slowest speed. This flooring supplier should ensure they’re using lazy loading for images and use responsive images that are appropriately sized for different screen sizes.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. At a time when fewer people are taking on home improvement projects, in order to save money in the cost-of-living crisis, flooring suppliers are competing for a smaller pool of organic users.

Eight flooring suppliers reported a decline in organic traffic on desktop. For mobile, 9 brands reported a decline, with mobile receiving less organic traffic overall. All flooring suppliers should ensure their website is clear and easy to navigate across all devices, as this will encourage more visitors to use their website.

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. 'Image pack' results could be of particular use to flooring suppliers, who can use the opportunity to show their products directly from the SERP.

Topps Tiles has secured the most Universal Search appearances overall (13,389), overtaking Tapi Carpets (10,440). On the other hand, TradeChoice Carpet & Flooring reported the fewest overall appearances (93). This flooring suppliers should look for missed opportunities to help increase their overall figure, which can play a part in their ranking in search engines.

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand-new search terms as they enter Google’s index. For flooring suppliers, they may want to look at long tail phrases that indicate a customer ready to order, such as 'white kitchen floor tiles next day delivery' or 'laminate floor samples delivered tomorrow'.

Topps Tiles continues to secure the most longtail keyword appearances for position 3 (4,721) — a slight decrease from 4,948 — and positions 4–10 (5,668) — an increase from 5,188.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. Facebook ads provide an opportunity for UK flooring suppliers to quickly reach audiences with offers, new lines, and key products they’re looking to push.

We’ve included screenshots of Tapi Carpets’ sponsored Facebook posts. This UK flooring supplier should aim to reduce their line length to help make their content easier to scan as social media users scroll their feed.

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Flooring suppliers can look to sites such as Pinterest and Instagram as a great place to share content, due to their highly visible approach and comparatively more affluent audiences.

Tapi Carpets has the most Facebook Likes (46,700) and Topps Tiles has the most Instagram followers (93,400). All flooring suppliers should view social media as a way to engage with their customers to build a trusted relationship with them and not solely as a space to promote their products, as this could become too much for some users in a world where consumerism is so prevalent.

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. When handling big sites with large volumes of content and products, flooring suppliers will want to ensure their sites are easy to navigate for any visitor, of any ability.

Tapi Carpets has the most Facebook Likes (46,700) and Topps Tiles has the most Instagram followers (93,400). All flooring suppliers should view social media as a way to engage with their customers to build a trusted relationship with them and not solely as a space to promote their products, as this could become too much for some users in a world where consumerism is so prevalent.

GET THE FULL 70-PAGE Q2 2025 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee..