The Client
Timeless Epoxy Systems installs epoxy and polyaspartic floor coatings for garages, patios and commercial spaces in Folsom and the greater Sacramento area of California. We ran their Facebook, Instagram and Google Ads from October 2023 to February 2024, and the ads produced 250+ real leads in five months at about $24 each.
An epoxy floor is a project homeowners rarely plan for. Most people don't wake up searching for one. They see a finished garage floor, picture their own, and ask for a quote. That makes it a business that needs two kinds of advertising: ads that show the finished floor to people who haven't thought about it yet, and search ads for the people who already have.
"54 leads in our first month. Nearly 70 in January 2024."
The Challenge
Advertising for an epoxy flooring contractor has its own set of problems:
- Demand has to be created. Few homeowners search for "epoxy floor" until they see one, so search alone can't fill the calendar.
- DIY competition. Big-box stores sell garage floor kits, and many searches come from people who want to roll it on themselves.
- Price shoppers. "Garage epoxy cost" is one of the most common searches. Those people are close to buying, but they compare quotes.
- Tracking that lies. When we took over the Google account, an automatic "lead form" conversion was firing on far more visits than real submissions. Optimizing toward it would have taught Google to find the wrong people.
What We Built
1. A Facebook and Instagram Lead-Form Campaign
From October 2023 we ran the account's "Epoxy Floor Free Quotes" campaign on Facebook and Instagram, a lead-generation campaign with an instant quote form, so a homeowner can ask for a quote without leaving the app. It became the engine of the account: 240+ leads at about $16 each over five months.
2. Tracking That Counts Real Leads Only
When the new website went live in late December 2023, we installed tracking through the client's Google Tag Manager: the Google tag, a conversion linker, form-lead tracking, calls from the website and phone-number clicks. Only form leads and real phone calls count as leads in this study. Phone-number clicks and the old automatic form trigger are excluded.
3. Google Search Campaigns for Garage Epoxy
In December 2023 we built a Main Search Campaign and a Supplemental Campaign around the searches that hire an installer: "garage epoxy", "epoxy floor", "garage epoxy cost", "epoxy floor cost" and "epoxy flooring for homes". The ads were backed by 32 images, 16 callouts and 12 sitelinks.
4. An A/B Test From Day One
We ran a Google campaign experiment against the Main Search Campaign from the start, testing bidding and ads head to head, so every week of spend also produced a lesson.
5. Targeting the Sacramento Service Area
The Search campaigns targeted Sacramento, Placer, El Dorado, Yolo and Nevada counties, the area the crews actually serve, instead of all of Northern California.
6. Daily Optimization via Ad Campaign Concierge™
Every campaign was reviewed daily through our proprietary Ad Campaign Concierge™ system: search terms, negatives, bids, ad tests and budget pacing.
The Results
The numbers below cover our engagement, October 2023 to February 2024.
- 250+ real leads in five months, about $24 a lead across Meta and Google.
- 240+ Facebook and Instagram leads at about $16 each, from 190K+ impressions.
- Google Search added a dozen form leads and phone calls in its first two months, from campaigns built in late December.
- Best month: January 2024, with nearly 70 leads.
Leads Since We Started
Where the Leads Came From
Meta brought the volume. Its instant quote form let homeowners raise their hand the moment they saw a finished floor, which is exactly how this service is bought. Google Search, built in the last two months of the engagement, caught people already searching for garage epoxy and started adding calls and quote forms on top.
Key Takeaways
- Show the floor, then ask for the quote. Epoxy is a visual product. A lead-form campaign on Facebook and Instagram turned scrolling homeowners into quote requests at about $16 each.
- Search catches the people who are already looking. "Garage epoxy" and "epoxy floor cost" searchers are ready to talk to an installer, so Search belongs next to Meta, not instead of it.
- Fix the tracking before you trust the numbers. An automatic form trigger was counting far more "leads" than real submissions. Counting only real forms and calls keeps both the reporting and the bidding honest.
- Target the service area, not the state. Five counties around Sacramento kept the budget on homeowners the crews can reach.
Frequently Asked Questions
How much does an epoxy flooring lead cost?
Across Facebook, Instagram and Google, Timeless Epoxy Systems paid about $24 a lead from October 2023 to February 2024. The Meta lead-form campaign alone averaged about $16 a lead over the same five months.
Do Facebook ads work for epoxy floor companies?
They did here. The Facebook and Instagram lead-form campaign produced 240+ quote requests in five months, about 48 a month, with its best month in January 2024 at 66 leads.
What do people search for when they want an epoxy floor?
Garage floors, mostly. In our Google Search campaigns the searches that produced leads were 'garage epoxy', 'epoxy floor', 'garage epoxy cost' and 'epoxy floor cost'. People asking about price were ready to get a quote.
Should an epoxy contractor run Meta and Google at the same time?
They do different jobs. Meta found homeowners who had not started looking yet and brought most of the volume, 240+ leads. Google Search caught people already searching for garage epoxy and added calls and quote forms on top.
About This Campaign
Epoxy flooring lead generation on Facebook, Instagram and Google Ads, managed with our proprietary Ad Campaign Concierge™ optimization system.
Industry: Contractors (Epoxy & Garage Floor Coatings) Platforms: Meta Ads (Facebook and Instagram lead forms), Google Ads (Search) Location: Folsom and the Sacramento area, California Account Duration: October 2023 to February 2024. The engagement has ended.
Leads are Meta lead-form leads from the "Epoxy Floor Free Quotes" campaign, as reported by Meta Ads Manager for October 2023 to February 2024, plus Google Ads form leads, calls from the website and calls from ads for the Search campaigns we built (December 2023 to February 2024). Phone-number clicks, an automatic "submit lead form" trigger, directions and website visits are excluded. Activity before October 2023 and after February 2024 is excluded. All figures are rounded down and in US dollars.