How to Run Google Ads for Epoxy Flooring

Before any spend: count quote requests and calls

Google's bidding aims at what it can count. With nothing to count, it buys whatever clicks cost least, and in epoxy those are people searching for kits and how-to videos.

A conversion is what you want a click to become. For a coating business, that is a call or a request for a measure and quote.

1. In Google Ads, go to Goals, then Conversions, and add a conversion action.
2. Add calls from ads and calls from your website, with a minimum call length so a wrong number doesn't count.
3. Add your quote form, counted when it is sent.
4. Make these primary, so bidding uses them. Put everything else in secondary.
5. Test with a call and a form. Both should appear in Google Ads within a day.

Keep your own list as well. For every lead, note whether you could quote it, whether it booked, and the size of the floor. A two-car garage in flake and a caller asking where to buy resin both show as one conversion. With steady volume, you can upload the quoted and booked leads to Google Ads, and bidding starts to favor searches that turn into floors.

Settings that keep the budget on real floors

1. Search only. Under Networks, untick Search Partners and the Display Network. You want Google Search and nothing else for now.
2. Your service area, presence only. Under Locations, add the cities or zip codes you will drive to for a measure and quote. Under Location options, choose "Presence: people in or regularly in your included locations". Otherwise your ad reaches people who only read about your area.
3. Auto-apply off. Under Recommendations, open Auto-apply and untick everything, so Google can't add keywords or change bidding without you.

For hours, most garage floor searches happen in the evening and at weekends, when people are standing in the garage looking at the slab. A form can wait until morning, so running all hours is fine if your page has one.

Structure: one ad group per finish

An ad group is a set of keywords sharing the same ads. In this trade, split them by finish and by buyer. A "metallic epoxy floor" search should see a metallic ad, not a flake one.

Put warehouse and workshop coatings in a separate campaign with its own budget. The buyer is a site manager who needs a floor that handles forklifts and has to be laid over a shutdown. That lead is rarer and worth more, and it should not compete for money with garage floors.

Leave out finishes you don't lay. If you don't do polished concrete or basement waterproofing, don't build for them.

Keywords: the searches that end in a quote

A keyword is the phrase you give Google. A search term is what was typed. In epoxy the gap between them is wide, because the same words are used by installers' customers and by people buying product.

The trick is to choose keywords that include a hiring word:

• epoxy flooring installers
• garage floor coating company
• epoxy garage floor near me
• metallic epoxy floor contractor
• warehouse floor coating contractor

Add your city to a few. Words such as "installers", "company", "contractor" and "near me" separate the hirer from the shopper.

Match types, in plain words:

• Exact match shows your ad for that search or its close meaning.
• Phrase match shows it when the search contains your phrase's meaning plus other words.
• Broad match shows it for anything related, which here means kits, paint and tutorials. Don't use it yet.

Start on phrase and exact. Each week, add the search terms that became quotes as exact match keywords.

Epoxy searches to block from day one

A negative keyword blocks a search. This trade needs more of them than most. Add these at the account level before launch:

• Product shoppers: kit, paint, resin, for sale, gallon, home depot, lowes, amazon.
• DIY: how to, diy, do it yourself, video, tutorial.
• Students: course, training, class, certification.
• Job seekers: jobs, hiring, salary, careers.
• Other uses of epoxy: countertop, table, river table, tumbler, art, glue.
• Competitors' business names.

That fifth group matters. "Epoxy" is also a craft hobby, and resin table searches will find your ads if you let them.

Add each as a phrase match negative, cut to the core word. "Kit" alone does the work of fifty longer phrases.

Then check search terms every day or two for two weeks, and weekly after that:

1. Open the search terms report under Insights and reports.
2. Sort by cost.
3. Ask of each search: is this person hiring someone to coat a floor?
4. If not, block the core word.

Ads that say the floor and the area

A responsive search ad takes up to 15 headlines and 4 descriptions. Google mixes them, so fill them in.

• Lead with the finish: "Garage Floor Epoxy", "Metallic Epoxy Floors".
• Add the place: your city or "Near You".
• Give a reason to call: free measure and quote, a written warranty if you offer one, how fast the garage is back in use. Keep it true.
• Close each description with an action: "Request a free quote today."

One ad per ad group, each about its own finish. A few weeks in, write a second and let them compete.

Add the extras, called assets:

• Call asset: tap-to-call from the ad.
• Sitelinks: four or more, such as "Garage Floors", "Color Options", "Our Work" and "Get a Quote".
• Callouts: "Free Measure and Quote", "Slip-Resistant Finishes", "Locally Owned".
• Image assets: if Google offers them in your account, add photos of finished floors. This is a trade people buy with their eyes.

The landing page: one finish, lots of photos

Send each ad group to its own page.

• The headline matches the search. "Garage floor epoxy" lands on a garage floor page.
• Phone number at the top, tap to call.
• A short quote form above the fold: name, phone, the space and rough size.
• Photos of your own floors in that finish, before and after. A stained, cracked slab next to the finished floor sells the job.
• Reviews from real customers.
• A few lines on the process: prep, coating, and when they can park on it.
• No menu and no links away.
• Quick to load on a phone.

A page that matches the keyword and the ad earns a higher score from Google, and that lowers what you pay per click.

Budget and bidding

Set the budget from leads needed times what you can pay per lead. Fund it for a couple of months.

1. Maximize Conversions first. With tracking in place, Google bids toward calls and forms. Hold steady for two to three weeks.
2. If nothing spends. A new account can stall. Switch to Maximize Clicks with a cap on the bid per click, then go back once leads arrive.
3. Target cost per lead. After roughly 30 conversions in 30 days, set a Target CPA 15 to 20 percent above your recent cost per lead. A tight target chokes spending. Trim it monthly while leads keep coming.

Don't bid by hand, and don't change settings on a week of data.

The routine: how to run Google Ads for epoxy flooring each week

Weekly:

• Check search terms and block kits, crafts and DIY.
• Add searches that became quotes as exact match keywords.
• Mark every lead: quoted, booked or junk.
• Call new leads back the same day. Garage floor buyers often ask two or three installers.

Monthly:

• Compare cost per lead and cost per booked floor, by finish.
• Pause a finish that spends and never books.
• Test tracking with a call and a form.
• Add fresh photos of recent floors to each page.
• Review your bidding stage and budget.

Seasons and timing for epoxy flooring

• Spring: the garage clear-out. Homeowners move the cars, see the slab and start searching. Have garage campaigns funded before the first warm weekends.
• Summer and early fall: steady garage work while the weather suits curing.
• Cold months: residential slows where garages are unheated, because coatings need the right temperature to cure. This is a good time to push commercial work indoors.
• Year-end and holiday shutdowns: warehouses and workshops schedule floors when the building is empty. Those buyers search weeks ahead.

Shift budget between the residential and commercial campaigns as the seasons turn.

Or have software do it

That is how to run Google Ads for epoxy flooring by hand. Track every quote request, lock the settings, split by finish, block the kit shoppers, and tighten bidding as data builds. It takes an hour or so every week.

If you'd prefer to spend that hour on a floor, Local Service Ads AI runs these checks every morning and asks before any change, unless you tell it to go ahead. See Google Ads for epoxy flooring.