Quartz and granite searchers are looking for different things, converting at different rates, and clicking on ads that cost different amounts — so they belong in separate campaigns, not shared ad groups. The structure that works for most stone fabrication shops: a dedicated Quartz campaign, a dedicated Granite campaign, a smaller Comparison/Undecided campaign for "quartz vs granite" research traffic, and a Brand campaign for your own name and (where legally allowed) fabricator brand terms like Cambria, Silestone, and Caesarstone. Splitting by material lets you write ad copy that matches intent, control budget toward whichever material converts better in your market, and avoid quartz clicks eating budget meant for granite (or the reverse).
Why should quartz and granite be separate campaigns instead of one ad group?
Because the searcher, the price point, and the objection are different for each material, and mixing them into one "countertops" ad group forces you to write generic copy that speaks to neither audience well. A quartz searcher is often comparing brands and asking about maintenance and cost; a granite searcher is often comparing colors and patterns and asking about heat resistance and uniqueness. One "Countertops Near Me" ad group serving both can't land either message cleanly, and it makes it impossible to see which material is actually driving your cost-per-lead up or down.
Separate campaigns also let you set different budgets and bid strategies. In most metro markets, quartz-related search volume has run ahead of granite for several years as engineered stone has become the default recommendation in showrooms — which usually means quartz campaigns need more daily budget just to stay in the auction, while granite campaigns can often run efficiently on a smaller spend because the traffic pool is more concentrated and less competitive.
What should the campaign and ad group structure actually look like?
A four-campaign structure covers the buying journey without over-fragmenting your budget across too many low-volume ad groups. Each campaign below should have its own ad copy, sitelinks, and — where budget allows — its own landing page.
| Campaign | Ad Groups | Example Keywords | Buyer Intent |
|---|---|---|---|
| Quartz | Quartz Near Me, Quartz Cost, Quartz Brands, Quartz Colors | quartz countertops near me, quartz countertop cost per sq ft, cambria quartz installer, calacatta quartz countertops | High — comparing installers and pricing |
| Granite | Granite Near Me, Granite Cost, Granite Colors, Granite Slab Yard | granite countertops near me, granite countertop cost, black galaxy granite, granite slab yard near me | High — comparing color/pattern and installers |
| Comparison / Undecided | Quartz vs Granite, Best Countertop Material | quartz vs granite countertops, which countertop is better, quartz vs granite cost | Mid — still choosing a material |
| Brand / Competitor | Your Business Name, Fabricator Brands | [your shop name], cambria countertops dealer near me, msi quartz dealer | Very high — bottom of funnel |
Within the Quartz and Granite campaigns, split ad groups further by intent stage rather than by every color or slab name — "Quartz Colors" can hold calacatta, carrara-look, and waterfall-edge terms together since they share intent (still choosing an aesthetic), while "Quartz Cost" holds the price-comparison searches that are closer to requesting a quote.
How should budget be split between quartz and granite campaigns?
A reasonable starting split for most fabrication shops is roughly 55–65% of ad spend to Quartz, 20–30% to Granite, and the remainder split between Comparison and Brand — then adjust after 30–60 days of conversion data specific to your market. Some regions (parts of the Southeast and older suburban housing stock, for example) still show strong granite demand, and shops there may find granite converts at a lower cost-per-lead than quartz simply because there's less competition bidding on those terms. Don't assume the national quartz-lean applies evenly everywhere — let your own Google Ads conversion data override any default split within the first two months.
A practical way to set the initial split on a $3,000–$5,000/month countertop ad budget:
- Quartz campaign: 60% of budget — highest volume, highest competition, needs the most daily spend to stay competitive
- Granite campaign: 25% of budget — often a lower CPC pool with strong close rates once a lead calls
- Comparison campaign: 10% of budget — cheaper clicks, needs a nurture-style landing page rather than a hard "get a quote" ask
- Brand campaign: 5% of budget — small spend, protects against competitors bidding on your name
How should ad copy differ between quartz and granite ads?
Quartz ad copy should lean on consistency, low maintenance, and brand names, while granite ad copy should lean on uniqueness, natural pattern, and heat resistance — because those are the actual reasons each material's shopper is comparing options. A quartz headline like "Cambria & Silestone Installers — Free In-Home Quote" speaks directly to a buyer researching brands. A granite headline like "No Two Slabs Alike — See Our Granite Inventory" speaks to a buyer motivated by natural variation, which is the opposite selling point.
Landing pages should follow the same split. Sending a granite searcher to a generic "countertops" page that leads with quartz brand logos creates a mismatch that shows up as a soft bounce and a wasted click — even if the click itself was cheap.
Frequently asked questions
Should Performance Max campaigns be split by material too?
Where possible, yes — feed Performance Max separate asset groups or separate campaigns for quartz and granite so Google's automated bidding doesn't blend signals from two different buyer types into one optimization target. If budget only supports a single Performance Max campaign, prioritize whichever material makes up the larger share of your closed jobs and use Search campaigns to cover the other.
What if a shop only sells one material, not both?
Then the split isn't needed — build out ad groups by color, edge profile, and use case (kitchen vs. bathroom vs. outdoor kitchen) instead of by material. The same intent-stage logic applies: near-me and cost searches are high intent, color and inspiration searches are mid-funnel and need a softer landing page.
Do quartz keywords really cost more per click than granite?
In most markets, yes, largely because more fabricators and big-box retailers compete for quartz terms as engineered stone has become the default recommendation. Actual CPCs vary widely by metro and season, so treat any national number as a rough benchmark and confirm your own cost-per-click and cost-per-lead inside Google Ads after the first few weeks of live data.
Should butcher block or marble get their own campaign too?
If those materials generate meaningful lead volume for your shop, give them their own ad group at minimum — folding a niche material into the Comparison campaign is fine at low volume, but a dedicated ad group lets you write copy and set a landing page specific to that buyer once volume justifies it.
If you'd rather have this structure built and managed for you, Nova Marketing (novamarketing.ai) works exclusively with home service and stone fabrication businesses on Google Ads, Meta, and local SEO — book a free strategy call to review your current account structure.