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  • Google Ads Case Study
  • Epoxy Flooring — Residential + Commercial
  • Columbus, OH
  • Apr 2025-Apr 2026

137 Commercial Flooring Leads in Year One. The Campaign Didn't Exist Before We Built It.

A Columbus OH residential epoxy contractor wanted to go commercial. Grow Marketing built the campaign from scratch. 137 commercial leads in year one. A new revenue stream that didn’t exist before.

405
Total Conversions — Year One

268 residential + 137 commercial · Apr 2025-Apr 2026 · $37,184 search spend

$37,184
Annual Search Spend

Apr 2025-Apr 2026

405
Total Conversions

residential + commercial

$268
Residential Conversions

$68.59 CPA

137
Commercial Conversions

from a cold-start campaign

$5K-250K+
Commercial Project Range

warehouses to industrial

Two Completely Different Businesses on One Account


A homeowner searching for garage floor epoxy and a warehouse manager searching for industrial floor coating are not the same buyer. They have different job sizes, different decision timelines, and different vocabulary.
One campaign trying to serve both produces mediocre results for each. Two separate campaigns — one residential, one commercial — allow each to optimize independently

Building the Commercial Campaign From Scratch


The commercial campaign started with zero conversion history. No data on which searches produce commercial buyers in Columbus. No Smart Bidding model for industrial flooring intent.
The first 90 days built that foundation: commercial-specific keywords — epoxy flooring contractor Columbus, industrial floor coating, commercial concrete coating, warehouse floor epoxy — supported by exclusions for residential DIY and craft resin searches.
137 conversions in year one from a campaign that didn’t exist before Grow Marketing built it. Commercial projects range from $5,000 for a small retail floor to $250,000+ for a large industrial facility.

At 10% close rate on 137 commercial leads and an average $25,000 project, that’s approximately 14 commercial projects worth $350,000 in revenue — from $16,966 in ad spend and a campaign that started at zero. Year two will outperform year one as the algorithm builds conversion history on commercial buyer patterns.

Table of Contents

Table of Contents

Five Questions Epoxy Contractors Actually Ask

How do you build a commercial Google Ads campaign for a company with no commercial history?

Start with commercial-specific keywords — warehouse epoxy, industrial floor coating, commercial concrete coating — completely separated from the residential campaign. Build exclusions for residential DIY and craft epoxy searches from day one. The first 90 days establish the conversion baseline. Year two benefits from that history and outperforms year one.

Commercial flooring projects range from $5,000 to $250,000+. At $123.84 per commercial lead and a 10% close rate, each converted project represents $500 in acquisition cost against a $25,000 average project — a 50x return. CPA must always be evaluated against project value. For commercial work, $100-150 per lead is well within efficient range.

Yes — always. The buyers are completely different. A homeowner and a warehouse manager search differently, have different urgency, and require different messaging. A single mixed campaign optimizes toward whichever audience converts more easily, which is typically residential — starving the commercial campaign of the data it needs to develop.

Initial commercial leads appear within the first 2-4 weeks of a correctly structured campaign. Full Smart Bidding calibration for commercial keywords — which have lower search volume than residential — takes 3-6 months. This campaign generated 137 commercial leads in its first year from zero conversion history.

Yes — particularly during a commercial market entry. When reaching a new audience like facility managers and commercial property developers, YouTube video views build brand familiarity before the first search. The $1,837 YouTube campaign supported the commercial brand launch by creating awareness among the target audience before they reached the search stage.

Google Ads for epoxy flooring contractors and specialty trade businesses across Ohio, NJ, and nationwide.


A free consultation shows what a commercial expansion campaign looks like for your business.
growmarketingco.com/services/free-google-ads-audit

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