AdHawk acquires FloorForce to build FlooringStores on January 14, 2019

New York, NY - AdHawk, a company that helps businesses optimize their digital advertising campaigns, today announced the acquisition of FloorForce, the largest digital marketing agency and website platform for the flooring covering industry. AdHawk first partnered with FloorForce in 2016 to provide digital advertising technology to thousands of flooring retailers.

The acquisition is part of AdHawk’s larger strategy to expand their presence in the floor covering industry. Their first product,, will equip flooring retailers with tools required to succeed online and provide consumers a digital destination to make informed buying decisions. will launch in January 2019 at The International Surfaces Event (TISE) in Las Vegas, the largest floor covering event in North America.

FlooringStores Logo

“Since partnering with FloorForce in 2016, we’ve helped thousands of flooring retailers simplify the reporting and campaign optimization work that is necessary to run a successful digital advertising campaign,” said Todd Saunders, CEO of AdHawk. “While working with these retailers, we noticed that they needed help beyond digital advertising. removes the headaches that flooring retailers encounter while bringing consumers to their digital storefront.”

“I could not be more excited for our team, our customers and the floor covering industry. Joining forces with AdHawk will allow us to aggressively improve and expand our current offerings while building new tools our customers need,” continued John Weller, formerly CEO of FloorForce and now the Chief Innovation Officer at “There’s a significant gap in the floor covering industry around technology - the acquisition with AdHawk will fill that void.” AdHawk will retain all 30 FloorForce team members and their daily operations will remain unchanged. “John and his team at FloorForce bring decades of experience in the floor covering industry and have developed world-class solutions for their customers. We couldn’t have dreamed of a better group of people to help us build products this industry desperately needs. This acquisition is a rare fit, pairing our digital experience with their deep industry knowledge,” Saunders said.

About AdHawk - AdHawk helps businesses optimize their digital advertising on platforms like Google AdWords and Facebook Ads. The technology harnesses data science and machine learning to find opportunities to improve an advertiser’s account performance. AdHawk is a Techstars Boulder 2015 graduate and is currently headquartered in New York City. Investors include Founder Collective, Zelkova Ventures, Techstars Ventures, and others. For more information, please contact: Dan Pratt,, 508-863-6524

Products Launching with January 21st:

Comprehensive Flooring Product Research & Data

Comprehensive Flooring Product Research & Data

Flooring Retailer's Online Business Hub

Flooring Retailer's Digital Storefront example 1

Flooring Retailer's Digital Storefront example 2

AdHawk & FloorForce Team Pictures:

(from left) AdHawk Co-Founder & COO Dan Pratt, former FloorForce CEO John Weller, and AdHawk CEO Todd Saunders

Members of the AdHawk & FloorForce teams in Sarasota, Florida

FlooringStores Logo

AdHawk Logo

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