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  • Google Ads Case Study
  • Commercial Epoxy & Surface Coating
  • Jan 2025-Apr 2026 · 15 Months

$88 Per Lead. Projects Worth $5,000 to $250,000+. Commercial Epoxy Flooring Google Ads.

15 months. $19,040 in spend. 216 qualified commercial flooring leads. $88 each. For a contractor where projects start at $5,000 and reach $50,000+, the math is extraordinary.

$88 Per Lead
On Projects Worth $5,000 to $50,000+

216 qualified commercial leads · $19,040 spend · 81% impression share · 15 months

$19K
15-Month Ad Spend

Jan 2025-Apr 2026

216
Qualified B2B Leads

commercial flooring inquiries

$88
Cost Per Lead

high-ticket B2B context

81%
Top-of-Page Impression Share

commercial floor searches

$5K-250K+
Avg. Project Value

commercial epoxy installs

The LTV Math on Commercial Contractor Google Ads

$88 per lead looks different depending on the average project value.
For a consumer service at $200-400, $88 per lead is tight. For a commercial epoxy flooring contractor where residential garage jobs run $2,500 and warehouse floors run $50,000+, $88 per lead represents a tiny fraction of any converted project’s value.
At a 20% close rate on 216 leads, that’s approximately 43 projects. At $10,000 average project value, that’s $430,000 in revenue from $19,040 in Google Ads spend — a 22x return. how to calculate lifetime value ROAS for B2B services explains the full framework.

The Audience Segmentation Problem in Commercial Epoxy

Commercial epoxy searches overlap with three wrong audiences that require active exclusion.
Training and certification seekers: epoxy training, epoxy installation course, epoxy certification. Someone learning to apply epoxy is not a buyer of commercial installation services. Excluded.
Consumer DIY buyers: home epoxy kit, DIY garage floor epoxy, epoxy floor coating kit. These are homeowners who want to do it themselves — not hire a contractor. Excluded.
Wrong product categories: craft resin, doming resin, river table epoxy. Completely different market. Excluded.
What remains is the commercial installation buyer: facility managers, warehouse operators, auto dealership owners, retail property managers searching for a professional contractor.

Top Search Terms and Their Intent

The FloorFX product line — a proprietary epoxy training and product system — has its own campaigns generating 44 product orders separately. Training + product sales + installation services all managed under one Google Ads account framework. Different campaigns, different audiences, clean data for each.

Table of Contents

Table of Contents

Five Questions Commercial Contractor Owners Actually Search For

Is $88 per lead a good cost for a commercial flooring contractor on Google Ads?

In the context of projects worth $5,000-$50,000+, $88 per qualified lead is exceptional. The right evaluation metric is LTV ROAS — not raw CPA. At a 20% close rate and $10,000 average project, each lead that converts generates over 100x its acquisition cost. how to calculate lifetime value ROAS for B2B services explains the full framework.

Vocabulary segmentation. Commercial install intent uses contractor, installation, company, and professional. DIY intent uses kit, how to, and product-only searches. Training intent uses course, certification, and training. Commercial vocabulary is supported. DIY and training vocabulary is excluded at the account level.

Monitor, don’t exclude automatically. Some residential garage searches produce commercial leads — homeowners who discover commercial-grade systems and have larger applications. If those searches produce qualified project inquiries, keep them. If they produce low-budget DIY requests, exclude them. Conversion quality review decides.

Very. Commercial buyers — facility managers, property developers, contractors — search briefly and make decisions quickly. Appearing first on the initial search means the contractor gets the call before competitors. At 81% impression share, this contractor captures the majority of available commercial search demand in their market.

Google Ads captures active search intent — buyers who are actively searching for a commercial flooring contractor right now. That’s a higher-converting audience than social media, direct mail, or display advertising, where the audience hasn’t yet identified the need. For commercial contractors, Google Ads typically produces the highest-quality leads of any digital channel.

Google Ads for commercial contractors and specialty trade businesses nationwide.


A free audit shows what your current account is returning — and what $88 per lead means for your pipeline.
growmarketingco.com/services/free-google-ads-audit

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