Are Google Ads Effective for Floor Coating Companies?
In our experience, there isn’t an industry, business, or niche that wouldn’t benefit from the use of Google Ads.
And this is because of the nature of how Google Ads works. There are many reasons why Google Ads are worth it, but one of the most important benefits that you can gain from using it is having your ads placed before users that are actively showing an interest in your services.
What do we mean? Well, imagine if someone is currently searching for quotations for epoxy coating services. That searcher could type something like, “epoxy garage floors near me,” or “epoxy floor contractors.” These are the kinds of keywords that show that a user is interested in services like yours.
By placing your ads at the top of the search results when someone is performing these searches will increase the chances that that user clicks on your ad. From there, it’s just a matter of convincing the user that you’re the solution to their problem (but this is not exactly achieved through the use of Google Ads).
And that’s only one of the reasons why you ought to use Google Ads.
We think that Google Ads will definitely benefit your company when trying to expand your business through increased growth. If you’re interested in learning how, feel free to contact us and we’ll explain everything. Moreover, if you’re already running Google Ads, you’ll benefit from a free, 30-min audit of your campaigns.
Google Ads for Epoxy Flooring Cost: Are Google Ads Expensive?
Knowing that you need to pay in order for Google Ads to actually work, might put anyone off using this marketing method. After all, if you need to pay every time for someone to come to your website, won’t it end up being prohibitively expensive?
Well, not necessarily.
Firstly, you have to consider your costs in the context of the money that you’ll be making in return for the cost of someone landing on your website. Although how much you should spend on Google Ads will differ from industry to industry, and even from company to company, your advertising costs need to be offset by your ROAS (return on ad spend).
When it comes to Google Ads costs, there are 3 ways to think about your costs:
- CPC: this stands for “cost-per-click,” and it refers to the payment you have to make every time someone clicks on your ad; in other words, this is the cost you incur when attracting visitors from your ads.
- CPL: this stands for “cost-per-lead,” and it refers to the cumulative costs you incur when trying to convert a click into a lead; in other words, from someone who simply clicked on your ad to someone who showed interest in your services.
- CPA: this stands for “cost-per-acquisition” or “cost-per-action,” and it refers to the costs you incur when trying to convert a click to an acquisition; in other words, from someone who simply clicked on your ad to someone who has become a customer.
That might seem like a lot to consider, but not to worry: part of our services include a “budget-finding” exercise where we help you calculate how much you ought to spend on Google Ads every day and month.
We do this through careful analysis of your industry and the kinds of keywords that are best for your business. Not only do we investigate the average CPC of the keywords that matter most to you, but we’ll also take a good hard look at your business and understand the financial constraints that you’re operating under.
That way, we can agree on a budget that is both sensible in terms of not putting too much financial strain on you, but at the same time, it would be significant enough in order to have an impact on your paid advertising strategy.
How We Guarantee the Best Google Ads for Epoxy Flooring
But now we need to get down to business: how can we use Google Ads for flooring contractors in order to put your business on the path of great profits?
Well, our process is divided into many steps, all of which will be explained if you decide on giving us a call to ask about our services.
However, to get you a taster of just what we offer, here are a few of the most important stages that constitute our marketing process:
Deep Dive & Industry Insights: Understanding Your Epoxy Niche
In today’s competitive landscape, simply offering epoxy flooring services isn’t enough. To truly thrive, you need a targeted approach that resonates with your ideal customer. That’s where our deep dive into your business and the epoxy flooring industry comes in.
Buyer Persona Development: Tailoring Messaging to Specific Needs
We begin by meticulously crafting buyer personas—detailed profiles of your ideal clients. Whether you specialize in residential or commercial epoxy flooring, understanding your target audience’s unique needs and motivations is crucial.
- Residential Focus: For homeowners, epoxy flooring is often about enhancing their living spaces. They might be seeking a durable and attractive solution for their garage, basement, or even a creative twist for their living room. Understanding their design preferences (metallic finishes? Flake accents?) and budget constraints is essential. Keywords like “decorative epoxy flooring for living room” or “affordable epoxy flooring for basement” can resonate with these customers.
- Commercial Expertise: Commercial clients have a different set of priorities. Their focus is likely on functionality, durability, and meeting industry-specific safety standards. They might be looking for high-performance coatings for warehouses, slip-resistant surfaces for factories, or easy-to-clean options for retail stores. Keywords like “industrial epoxy flooring contractors near me” or “benefits of epoxy flooring for food processing facilities” will attract these clients.
Beyond Buyer Personas: A Competitive Edge
Our deep dive doesn’t stop at buyer personas. We’ll conduct a thorough competitor analysis to identify any gaps in the market and ensure your unique selling propositions (USPs) shine through.
Perhaps you specialize in fast turnaround times for minimal disruption to a business, or maybe you offer eco-friendly, low-VOC epoxy options that are better for indoor air quality.
We’ll highlight these USPs in your ad copy and landing page to make you stand out from the competition.
Leveraging Data & Search Trends:
Finally, we’ll leverage market research and historical search trend data to identify opportunities for targeted outreach.
This allows us to not only focus on high-volume keywords but also incorporate niche terms that resonate with your specific audience. For example, if you specialize in custom epoxy flooring for high-end residential clients, we might target keywords like “metallic epoxy flooring for designer homes.”
By taking this comprehensive approach, we ensure your Google Ads campaigns are laser-focused on attracting the right customers who are most likely to convert into leads and grow your epoxy flooring business.
Keyword Research & Targeting: Reaching Your Ideal Customer
Crafting a winning Google Ads campaign hinges on a strong keyword strategy.
Our team of experts goes beyond simply including “epoxy flooring” in your ad groups. We delve deep to identify a comprehensive list of high-intent flooring keywords that capture customers at various stages of the buying journey.
- High-Volume Keywords: We’ll target high-volume search terms like “epoxy flooring contractors” or “epoxy flooring cost per square foot” to ensure your business shows up for those actively seeking epoxy flooring solutions.
- Location-Specific Targeting: We’ll incorporate location-specific keywords to attract potential clients in your service area. This could include variations like “epoxy flooring installation [Your City]” or “best epoxy flooring companies near [Your Zip Code].”
- Targeting Buyer Intent: To capture customers further down the buying funnel, we’ll target long-tail keywords that showcase specific needs and preferences. For example, a homeowner considering metallic epoxy for their basement might search for “benefits of metallic epoxy flooring for basements.” By including these long-tail keywords, we ensure your ads appear when customers are actively researching solutions that align with your services.
- No, That’s Not It: we’ll also make use of negative keywords in order for your business not to show up on searches that won’t get you any form of leads; for instance, keywords like “how to DIY epoxy flooring” won’t be valuable for your business. Showing up for these kinds of keywords would result in wasted ad spend.
- Staying Ahead of the Curve: The search landscape is constantly evolving. We’ll utilize advanced keyword research tools to identify emerging trends and incorporate relevant keywords into your campaigns. This ensures you stay ahead of the competition and capture potential customers searching for the latest trends in epoxy flooring, like specific color combinations or unique finishes.
Through this meticulous keyword research and targeting strategy, we connect you with the right audience at the right time, maximizing the effectiveness of your Google Ads campaigns and driving qualified leads to your epoxy flooring business.
Compelling Ad Creation & Landing Page Optimization: Crafting the Conversion Funnel
The journey from click to customer starts with captivating ad copy and a conversion-focused landing page. Here’s how we transform both to supercharge your lead generation:
Ad Copywriting that Resonates:
Gone are the days of generic ads. Our team crafts persuasive ad copy that speaks directly to your target audience’s needs and pain points.
We understand that residential homeowners might prioritize aesthetics and affordability, so headlines might read “Transform Your Basement with Stunning Epoxy Floors (Free Quote!)” or “Durable & Affordable Epoxy Flooring for Garages (Lasts for Years!)“.
For commercial clients, the focus might shift to functionality and efficiency, with ad copy like “High-Performance Epoxy Flooring for Warehouses (Minimize Downtime!)” or “Slip-Resistant Epoxy Solutions for Factories (Improve Safety!)“.
We’ll highlight your USPs within the ad itself, whether it’s 24-hour turnaround times, eco-friendly materials, or a lifetime guarantee on your work.
Landing Pages Built to Convert:
A click-worthy ad is just the first step. We ensure your landing page seamlessly continues the customer journey. Here’s what you can expect:
- Clear Value Proposition: Within seconds of landing, visitors should understand the benefits of choosing your epoxy flooring services. A concise yet compelling headline and bullet points outlining your USPs will grab their attention.
- High-Quality Visuals: People are drawn to captivating visuals. Our team incorporates high-resolution photos showcasing the beauty and functionality of epoxy flooring in various settings, be it a gleaming residential basement or a high-performance warehouse floor.
- Social Proof & Trust Signals: Customer testimonials and logos from satisfied clients build trust and credibility. Including these elements on your landing page can significantly improve conversion rates.
- Compelling Call to Action (CTA): Don’t leave visitors guessing! A prominent and clear CTA like “Get a Free Quote Today!” or “Schedule Your Epoxy Floor Consultation Now!” will guide them towards the next step in the conversion process.
By crafting targeted ad copy and optimizing your landing page for conversions, we create a seamless funnel that drives qualified leads straight to your epoxy flooring business.
Meticulous Campaign Management & Budget Optimization: Maximizing Your Return on Investment
Launching your Google Ads campaign is just the beginning. To truly maximize your return on investment (ROI), our team meticulously manages your campaigns, constantly monitoring performance and making data-driven adjustments for optimal results.
- Performance Monitoring & Reporting: We become an extension of your company, treating your paid ad campaigns as if they were our own. You’ll receive regular reports detailing key metrics like impressions, clicks, leads generated, and cost-per-lead. This transparency allows us to have ongoing conversations about your campaign goals and make adjustments as needed.
- Data-Driven Optimization: Our team doesn’t just monitor; we analyze. We leverage Google Ads’ powerful reporting tools to identify areas for improvement. This might involve A/B testing different ad variations to see which resonates best with your audience or refining keyword targeting to ensure you’re reaching the most qualified potential customers within your designated service area.
- Advanced Feature Integration: We go beyond basic campaign settings. We’ll utilize advanced Google Ads features like ad extensions to showcase additional information like your phone number, customer reviews, or location directly within your ad, increasing the likelihood of clicks and conversions. Location targeting allows us to ensure your ads are only displayed to users searching within your service area, maximizing your budget efficiency.
- Budget Allocation Optimization: Your budget is precious. We constantly analyze campaign performance to ensure your budget is allocated effectively across different ad groups and keywords. This ensures you’re maximizing your return on every advertising dollar spent.
Through meticulous campaign management and data-driven optimization, we take the guesswork out of Google Ads. You can rest assured that your epoxy flooring business is receiving the maximum exposure to the most qualified leads, ultimately driving growth and profitability.
Transparent Reporting & Continuous Improvement: A Collaborative Approach to Success
At Ads Institute, we believe in open communication and a collaborative approach to achieving your marketing goals. Here’s how we ensure transparency and continuous improvement for your epoxy flooring business:
- Regular Performance Reporting: We don’t leave you in the dark. You’ll receive regular, easy-to-understand reports detailing key metrics that matter most to your business. This includes impressions, clicks, leads generated, cost-per-lead, and website traffic. We’ll break down the data by campaign, ad group, and keyword for a granular understanding of your campaign’s performance.
- Data-Driven Discussions: Numbers only tell part of the story. We’ll schedule regular consultations to discuss the reports, analyze trends, and identify areas for improvement. This open communication allows us to work collaboratively with you to ensure your Google Ads campaigns are aligned with your overall marketing strategy and business goals.
- A/B Testing & Refinement: The digital landscape is constantly evolving. We utilize A/B testing to compare the effectiveness of different ad variations and landing page elements. This might involve testing different headlines, visuals, or CTAs to see which resonate best with your target audience. Through ongoing testing and refinement, we continuously optimize your campaigns for maximum impact.
- Staying Ahead of the Curve: The world of Google Ads is constantly changing. Our team stays up-to-date on the latest trends and algorithm updates to ensure your campaigns are always operating at peak performance. We’ll proactively suggest new strategies and features to keep your epoxy flooring business ahead of the competition.
By fostering a transparent and collaborative environment, we empower you to understand the impact of your Google Ads campaigns and actively participate in their ongoing optimization. This ensures your epoxy flooring business continues to attract qualified leads, generate new sales, and ultimately achieve long-term success.
What Is Google Ads?
Google Ads is Google’s official paid advertising platform: it’s where users can pay Google directly in order for their ads to be displayed across the platforms that Google offers. There is a variety of available platforms, depending on the “kind” of Google Ads you’ve decided to use.
These “kinds” of Google Ads are known as “ad campaigns,” and the following are the most popular ad campaigns:
- Search ads: arguably the most well-known form of Google Ads; these are the sponsored listings that you see at the top of the search results whenever you look for anything on Google.
- Display ads: another form of Google Ads that’s also extremely well-known, display ads are the banner ads that you see on certain sites you visit.
- Video ads: these are the adverts that pop up on your video whenever you’re watching something on YouTube.
The choice of which ad campaign to choose will depend on your industry and company. For instance, not every company would benefit from search ads, other forms of ads, like shopping ads, don’t make sense for an epoxy flooring company.
Google Ads works via an auction system, where users “bid” on keywords depending on the maximum amount that they’re willing to pay for a click, or some other condition, on that keyword. Payment for Google Ads is based upon CPC, CPM, and CPE.
“CPM” stands for “cost-per-mille” and it’s when you pay for every 1000 times that your ads have been viewed. On the other hand, “CPE” stands for “cost-per-engagement” and it’s when you pay for every time a user does a predetermined action with your ad.
What Are Google Local Service Ads?
Another form of ad campaign that we didn’t mention in the section above but which is highly pertinent to epoxy flooring companies, and this is the Google Local Service Ads (or LSAs for short).
Google local ads are just like any other form of ads, in that they’re sponsored listings that appear at the top of the results; however, there are a few fundamental differences that set them apart from other forms of ads.
Firstly, with these local business ads, you won’t be paying for clicks but for leads instead! This is already a great benefit of using these ads because you won’t be paying for every time someone clicks your ad and doesn’t take an action; instead you’ll be paying every time someone engages with your ad, by calling your business, for instance.
Moreover, local service ads present a lot of highly relevant and useful details on your ad listing, including your company name, business rating, your service area, your phone number, your opening hours, and a badge that says “Google guaranteed,” which also boosts your overall trustworthiness.
Google local business advertising can be an extremely powerful tool in a marketer’s arsenal and could make a lot of difference in marketing your epoxy flooring business.
Are Google Display Ads Effective?
Display ads have gotten a bit of a bad reputation, especially because people tend to mostly ignore them. In fact, a study conducted by Databox showed that display ads have an average conversion rate of 0.55% across industries, which is abysmal.
But hang on a second: display ads aren’t designed to be conversion drivers; instead, display ads are more suited to spread brand awareness rather than to attract new customers.
In other words, if you stop thinking about display ads as a tactic to gain more clicks but as a tactic to spread awareness of your brand, then suddenly, display ads become much more effective.
FAQs
How do I promote my epoxy business?
There are many ways that you can promote your epoxy business, including through Google Ads, as we’ve been seeing above. However, Google Ads isn’t the only available method when it comes to marketing your epoxy floor coating business.
Firstly, there are other forms of paid advertising, with Bing Ads being the most popular option. Otherwise, you could make use of SEO for epoxy floor coatings, which is where an SEO specialist will make small but impactful changes to your website in order to rank higher in Google.
Finally, there’s also the option to use social media: both organically and paid. Through organic social media marketing, you’ll be posting beautifully crafted posts that display your work in all of its detail. This can be high-quality images on Facebook and Instagram, or else well-made clips posted on TikTok, etc.
With paid social, you pay social media platforms like Facebook, Instagram, LinkedIn, etc. to display your ads. This is very similar to the way Google Ads operates.
How do you get leads from epoxy flooring?
Through effective marketing, of course! If you contract a floor coatings & epoxy company marketing agency like us, we’ll make sure that you’ll receive the leads you deserve. 😉
If you’re curious about the process, however, this is what we do: we present relevant and compelling ads to users that have displayed some form of interest in epoxy flooring (for example, by searching for keywords like “epoxy flooring contractor near me”).
If we play our cards right, then that user will click on the ad and be directed to a webpage. This webpage will be a landing page that we designed, created, and optimized to be as persuasive as possible in order to convince that visitor that your epoxy company is the best choice for their needs.