Tunnel = a 1-mile stretch of road you own. Zone = a neighborhood-sized area of about 0.28 square miles that you own. Background = the whole member network, no geography limit. Full glossary
Veteran-owned. Jacksonville-based. Fixed rate per verified delivery. No auction, no Middleman Tax.
Jacksonville flooring market data
Customer acquisition cost
Derived: LocalIQ CPL benchmark ÷ 25–50% close-rate assumptionCost per lead (FL)
LocalIQ Home Services benchmarks, cross-vertical range (flooring not separately published), Apr 2024–Mar 2025Highest service-call window
WilDi Maps editorial judgment; no published seasonality benchmark meets our sourcing barThe product
WilDi Maps is not a single flat-rate product. You pick the tier that matches how local you need to be. All three are GPS-verified per claim, with no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Claim a one-mile stretch. When a member enters the strip, they get a just-in-time message, perfect for emergency services, on-route specials, and anything where being right there now beats brand awareness later.
Best for
0.28-square-mile area
Premium
Hyper-local, area-based
Claim a one-square-mile block, not tied to a single road. Catches the residential cluster, retail district, or industrial park where your work actually lives. Same just-in-time delivery as tunnels; different geometry.
Best for
City-wide rotation
From $0.25
per claim, tier-based
City-wide brand presence on rotation. Highest reach for the budget; best when familiarity beats precision. Per-delivery rate drops by tier (Enterprise: $0.25 / Pro: $0.32 / Local: $0.40 / Starter: $0.50). See /pricing for the live rate card.
Best for
What the member gets when an ad is claimed
If the member wants to act on the ad, the app navigates them straight to the advertiser's location.
Click-through to any URL: ordering page, brand site, blog post, lead form.
Open a specific page inside the WilDi app: promo details, daily specials, claim instructions.
See the full pricing breakdown on the pricing page.
The honest channel breakdown, not vendor pitches. Numbers below are public benchmarks, sourced inline. Each channel has a job; the question is which one delivers the homeowner with a failing system at a price that lets you stay profitable.
| Channel | Cost range | Notes |
|---|---|---|
| Google Local Services Ads | Per valid lead, price set by Google by location, job type, lead type and bidding mode. No published price. | Google's own words: 'You're charged for each valid lead you receive'; 'Lead prices may vary depending on your location, the job type, the type of lead, or your bidding mode.' Google publishes no per-vertical or per-market lead prices, so no dollar figure appears here. Note: from August 2026 Google is migrating LSA into Performance Max with pay-per-lead goals; you still pay only for valid leads, but manual maximum cost-per-lead bidding is going away. Google Local Services Ads help (charges, credits, Performance Max migration) |
| Google Search Ads | $93.69 to $228.15 cost per lead across published home-services trades; flooring not separately published | LocalIQ's per-trade benchmark (medians, 3,211 US campaigns, Apr 2024 to Mar 2025) does not include a flooring row. We show the span across the trades it does publish and say so, rather than borrow a figure. National, auction-priced. LocalIQ Home Services Search Advertising Benchmarks (Apr 2024 to Mar 2025) |
| Meta (Facebook and Instagram) lead ads | $2.23 avg CPC · $41.26 cost per lead (Home and Home Improvement, leads campaigns) | Platform-benchmark from 726 US leads-objective campaigns, Apr 2024 to Jun 2025. A Meta lead is a form fill from someone scrolling, not someone physically in your area; conversion rate in the benchmark is 5.22%. WordStream Facebook Ads Benchmarks 2025 |
| Static billboards (Jacksonville) | $3 to $10 CPM nationally (executed contracts); Jacksonville blended traditional-billboard CPM $5 to $12; static bulletins $1,800 to $6,500 and posters $800 to $2,200 per 4-week flight, production $400 to $1,400 extra (AdQuick 2026 guide) | No Jacksonville operator publishes a rate card, so the local figure is a marketplace listing and labelled secondary; the national range is from executed contracts. Impressions follow Geopath's definition: gross exposures including passengers and duplicated views, not people. Solomon Partners / OAAA 2025 CPM comparison; AdQuick Jacksonville listing; Geopath glossary |
| Digital billboards (Jacksonville) | Freeway digital bulletins $5 to $12 CPM (share of voice $3,000 to $12,000 per unit per month); downtown LEDs $12 to $22, JAX airport $15 to $28, programmatic exchange $4 to $11 (AdQuick Q2 2026 marketplace rates); self-serve plays from $0.01 per ~8-second play | A digital board rotates advertisers, typically 8 seconds of exposure every 64 to 80 seconds, so your exposure is a fraction of the board's traffic. Marketplace ranges are asking prices; the per-play price is the only platform-published billboard price that exists. AdQuick Jacksonville DOOH listing; Blip pricing |
| Lead marketplaces (Angi, HomeAdvisor, Thumbtack, Networx) | Angi and Thumbtack publish no per-lead prices; Networx publishes $10 to $100+ per shared lead and $15 to $120+ exclusive (2023) | Angi's 10-K: pros pay for the match 'regardless of whether the Pro ultimately provides the requested service'. Thumbtack caps a homeowner at five pros in the first four hours, then lifts the cap. Networx sends one pay-per-lead to up to four contractors. The FTC's 2022 to 2023 action against HomeAdvisor concerned the quality and source of leads sold to pros (allegations resolved by consent order). No qualifying source publishes a per-trade lead price for Angi or Thumbtack, so none appears here. Angi FY2025 10-K; Thumbtack help center; Networx help center; FTC |
| WilDi Maps: Cost Per Verified Delivery (CPVD) | From $0.25 (background, tier-based); tunnels and zones priced for hyper-local | GPS-verified human delivery in your chosen Jacksonville zone or tunnel. Background rotation builds recognition across the long flooring consideration window; zones lock in the renovation-active block. No auction, no bots, no Middleman Tax. WilDi Maps pricing |
The pricing model
Cost Per Verified Delivery (CPVD) is a pricing model where you pay a tier-based rate (from $0.25) each time your message is delivered to a real phone moving through a real street segment you own. The delivery is GPS-verified: the device was physically present in the corridor at the time of delivery. Not an impression, not a click, not a "potential reach": a delivery to a known location at a known time.
CPVD replaces auction-based CPM (cost per thousand impressions) and CPC (cost per click), the pricing models that hide 30-50% of an HVAC budget in the Middleman Tax. No exchanges, no demand-side platforms, no supply-side platforms, no resellers. One fixed rate, one verified delivery, one operator on the other end.
Read the full breakdown of where every dollar of an ad budget actually goes: What is the Middleman Tax?
Also known as ad platform fees. What is the Middleman Tax?
Same budget. Follow where the dollars actually go. Pick your vertical for a personalized waste estimate, or leave it on Average for the industry-wide baseline.
That's $30,000 per year. Here's where every dollar ends up:
What you put in
27% taken by SSPs and DSPs before an ad runs
26% on made-for-advertising sites, unmeasurable and non-viewable placements, and bots
47% of what you put in
Same budget, same ambition
Fixed verified human delivery · no auction
100% of your budget, a known quantity
$15,870 stops flowing to middlemen. 93,744 WilDi verified deliveries instead.
Priority Access to Jacksonville pilot zone and tunnel coverage. Background brands can use the Phase 1 Jacksonville rollout now as we start expanding.
Baseline Middleman Tax is anchored to the ANA Programmatic Media Supply Chain Transparency Study: Complete Report (Association of National Advertisers, December 5, 2023), which found that transaction costs, primarily DSP and SSP fees, account for 29 percent of the ad dollar, and that only 36 cents of every dollar entering a DSP effectively reaches the consumer once invalid traffic, non-viewable impressions and made-for-advertising sites are counted. Per-vertical estimates are not pure fee figures: they blend that fee skim with WordStream cost-per-click benchmarks and DoubleVerify invalid-traffic rates. Full methodology and sources →
Jacksonville's median home year built is 1990 , meaning a typical home is now 36 years old, well past original-system replacement age. The neighborhoods below combine housing-stock age, AC-strain factors, and replacement-driven demand.
1980s-1990s suburban stock. Most homes are decades past original carpet and ceramic tile install, making it a peak LVP-conversion cluster as homeowners replace tired carpet with luxury vinyl plank ahead of resale.
Premium tile and hardwood market. High-ticket homes specify large-format porcelain, engineered wide-plank hardwood, and natural-stone install. Willingness to pay for design-center specification.
Urban renovation district. Pre-1950 housing stock with original heart-pine and oak floors drives sand-and-refinish work, plus full kitchen and bath renovations that pull tile and engineered hardwood into the scope.
Vacation rental and post-storm water-damage replacement market. Short-term rental turnover compresses replacement cycles, and storm and king-tide flood events drive insurance-funded full-floor replacements.
Newer stock but active flip-house and original-buyer-upgrade cycle. 2010s builder-grade tile and entry-level LVP is being replaced with premium engineered hardwood and large-format porcelain as families settle in and refresh.
Historic preservation hardwood market. 1920s-1940s original heart-pine and oak floors in the locally designated historic district. Sand-and-refinish, board replacement, and species-matched repair work command specialty pricing.
For operators on shared-lead platforms
Angi and Thumbtack publish no per-lead prices, so we quote none. What they do publish is the model: Angi's 10-K says pros pay for the match 'regardless of whether the Pro ultimately provides the requested service', Thumbtack caps a homeowner at five pros in the first four hours and then lifts the cap, and Networx sends one pay-per-lead to up to four contractors. CPVD is a different model: you own the corridor, the delivery is verified to a real phone while they're driving, and there's no shared-lead economics. See how the math compares for flooring contractors.
See the lead-marketplace comparisonHonest take
WilDi isn't the right answer for every flooring contractor's ad budget. A few honest cases where traditional channels still pencil out:
Empire Today runs national television, radio, and direct mail at scale; LL Flooring and Floor & Decor amortize creative across hundreds of stores. WilDi delivers nation-wide via Backgrounds and into any Tunnel or Zone the operator places, but per-metro network density is sized for hyperlocal saturation, not broadcast TV's mass reach. These systems' national-brand spend stays on broadcast, out-of-home, and search.
Firms with offices in several states bidding full-home renovations, kitchen-and-bath gut jobs, or builder-aligned remodels sell through brand recognition and centralized media buying across DMAs. Programmatic display and franchise co-op TV outperform GPS-verified delivery for buyers comparing brands across multiple metros.
Production builders and tract-home developers source flooring through purchasing departments and master-supplier agreements, not consumer-facing local advertising. Bid packages, supplier pre-qualification, and incumbent-vendor relationships win that work. A homeowner-targeted CPVD campaign won't reach a builder buyer.
Hospitality FF&E specifications, healthcare seamless-vinyl rollouts, and Class A office-tower carpet-tile installs are sold through procurement officers, architecture-and-design firms, and capital-project pipelines. Trade publications, NeoCon, and AIA-credentialed CEU lunch-and-learns reach those buyers. Local consumer ad delivery does not.
Flooring is not among the verticals with a platform-published cost-per-lead benchmark: across the published home-services verticals, search-ads CPL runs $93.69–$228.15 (LocalIQ, Apr 2024–Mar 2025), which at a 25–50% close rate implies roughly $190–$920 per acquired customer. Google sets Local Services Ads lead prices by market and job type and publishes none of them, so we don't quote a figure. Meta leads-objective campaigns in Home and Home Improvement ran $41.26 per lead in WordStream's 2025 benchmark, but a Meta lead is a form fill from someone scrolling. WilDi Maps' Cost Per Verified Delivery (CPVD) starts from $0.25 per GPS-verified delivery on background rotation, with tunnels and zones priced higher for hyper-local precision. A delivery is not a lead, and the page never treats the two as the same unit.
Luxury vinyl plank (LVP) is the fastest-growing category by every account we can check, though the market-size projections that circulate for it trace only to paid research summaries, so we don't quote them. In Jacksonville the shift is driven by humidity tolerance, dog-and-kid durability, and rigid-core SPC and WPC technology that installs over uneven subfloors with minimal prep. Hardwood remains the premium specification in San Marco and Riverside/Avondale historic homes and in Ponte Vedra new builds. Porcelain tile holds in wet areas, pool decks, and Mediterranean and Spanish-style homes across the Beaches and St. Johns County.
Atlantic hurricane season, king-tide flooding in Atlantic Beach and Neptune Beach, and broken supply lines drive a steady year-round insurance-funded replacement pipeline. After mitigation and dry-out, the Florida Building Code Existing Building provisions (Chapter 6, Level 1 alterations) cover removal and replacement of damaged flooring with materials serving the same purpose, and flood-damaged exterior equipment must meet flood-resistant requirements. Most carriers settle the flooring scope at like-kind-and-quality, so an installer who can document the original specification (oak strip, 12x24 porcelain, carpet pile weight) and source matching product captures the job. Coordination with mitigation firms and adjusters is the lead source here, not consumer-facing search.
Florida does not issue a state-level flooring-specific license. The Florida Department of Business and Professional Regulation (DBPR) regulates general, building, and residential contractor licenses through the Construction Industry Licensing Board (CILB). Flooring contractors performing structural subfloor work, working above project-cost thresholds, or pulling permits for full renovations may still need a licensed general or residential contractor on the job; sales-tax registration through the Florida Department of Revenue is independently required for any contractor selling flooring materials. EPA RRP firm certification applies on pre-1978 homes whenever flooring removal disturbs lead-painted baseboards, doors, or trim.
Cost Per Verified Delivery is WilDi Maps' pricing model. CPVD starts from $0.25 per delivery (tier-based) on background (city-wide rotation), with tunnels (1-mile road strips) and zones (0.28-square-mile areas) priced higher for hyper-local precision. Each delivery is GPS-verified: the device was physically present in the corridor at the time of delivery. No bots, no off-screen impressions, no auction, no Middleman Tax. It is a different unit from an impression: the ANA's programmatic benchmark puts working media at roughly half of a programmatic dollar, and CPVD removes the chain that takes the other half.
Zones win whenever a flooring job is visible from the street or shared in neighbor conversation, which is most of them. A dumpster outside a Mandarin ranch for three days, a pallet of LVP boxes on the driveway, a tile saw running in the garage: every adjacent homeowner sees the work and starts thinking about their own carpet. A zone (0.28-sq-mi area) lets your message hit everyone moving through that block during and after the job, compounding the social-proof effect into adjacent-house referrals. Tunnels are better when you're fishing along a corridor that funnels commuters to a flooring showroom, a design center, or a specific HOA's main drag.
Yes, meaningfully. Floor & Decor runs a Pro Premier program with contractor pricing tiers and design-center support; Mohawk, Shaw, and Mannington run comparable contractor and dealer programs that bundle volume pricing with co-op marketing dollars and design-tool access. Independent installers who don't participate in any contractor program typically pay retail-tier material costs and absorb their own ad budget in full. Design-center referral relationships drive a real share of premium installs in Ponte Vedra and Nocatee, where the homeowner specifies through a designer rather than searching online.
One verified delivery of your offer to the phone of one real person who was physically inside your chosen geography at that moment, confirmed by GPS on the device itself. That person also taps to acknowledge the offer, so a delivery is never an invisible impression. Bots, background tabs, and off-screen impressions cannot generate one. You are billed only when a verified delivery happens.
Background reaches everyone active in the WilDi app: nationwide by default, or limited to one area you choose (your city, your side of town) so budget is never spent outside it. A zone is a neighborhood-sized area you hold exclusively: while it is yours, no competitor can run there. A tunnel is a one-mile stretch of road you can place anywhere, and it follows the road's contours, ideal for the approach to your shop or a route your customers already drive.
Four public tiers: Starter ($50 minimum deposit, background only), Local ($250, up to 2 tunnels and 1 zone), Pro ($1,000, up to 8 tunnels and 5 zones), and Enterprise ($3,000, up to 25 tunnels and 15 zones). Per-delivery background rates step down by tier, from $0.50 on Starter to $0.25 on Enterprise. An Agency tier is available through sales.
The Starter tier opens with a $50 deposit, and that deposit becomes your ad budget. Background deliveries on Starter run $0.50 per verified delivery, so the first deposit buys 100 GPS-verified deliveries to the phones of real local people out on the road. There is no auction and no platform fee stacked on top.
About this analysis
Written by Timm Ross, founder of WilDi Maps · Jacksonville-based · Veteran-owned. We run our own delivery mesh in this market and hold ourselves to the same numbers we publish.
More about WilDi MapsPriority Access is open to the Jacksonville pilot cohort. Fixed rate. No auction. No bidding. No Middleman Tax.
