When it comes to running Facebook ads for concrete coating companies, urgency is the secret weapon that turns a casual scroller into a lead. But here’s the catch: you’ve got to create urgency without sounding desperate or gimmicky. If your ad feels too pushy, it can backfire fast. Done right, though, urgency gets people off the fence and into your sales funnel.

In this post, I'll show you how to introduce urgency into your Facebook ads the right way—and keep things classy while doing it.

1. Time-Sensitive Discounts Work – If You Actually Stick to Them

Ever seen ads saying, “50% off – today only!” and two days later… they’re still offering the same discount? Don’t be that company. If you promote a limited-time offer, stick to the deadline. For example:

“Claim 15% off your garage floor coating if you schedule your free estimate before Friday at midnight!”

The key here is making the discount feel like a real opportunity. Mentioning the day or time makes it feel tangible. And once the deadline hits, the offer needs to disappear. No extending “just because” – you’re teaching people not to take your ads seriously.

2. Seasonal and Weather-Driven Urgency

Weather changes are gold for concrete coating companies. No one wants their driveway coated in the middle of winter or their patio project delayed because of snow. So use the seasons to your advantage:

“Get your patio coated before winter hits! Book now to avoid delays once the cold rolls in.”

This approach taps into real concerns your potential customers have. It’s a gentle nudge that says, “If you wait, it’s going to cost you more time and headaches later.”

3. Limited Capacity Creates FOMO (Fear of Missing Out)

People don’t want to miss out—especially when they know other homeowners are taking action. If your company can only take on a certain number of projects each month, make that clear:

“We’ve got just 3 spots left for October installs! Don’t miss your chance—lock in your free quote today.”

This creates scarcity, making the offer feel exclusive. But again, be real—if you don’t have limited slots, don’t pretend. Transparency builds trust.

4. Early Bird Specials – Reward Action-Takers

Early bird specials are perfect for concrete coating campaigns. Offering a small reward to those who act quickly motivates people to stop procrastinating.

“Book your free estimate within the next 48 hours and get $300 off your epoxy floor installation.”

Setting a timer on these rewards keeps your audience from putting off their decision—and keeps your sales funnel moving.

5. Countdown Timers in Lead Forms (Yep, They Work)

Including a countdown timer on your landing page or lead form adds visual urgency. If your ad leads to a form that says, “Offer expires in 23 hours,” it gives potential customers a little nudge to act before time runs out.

Facebook doesn’t offer built-in countdowns, but third-party tools can get the job done. And believe me, it’s worth it—because no one wants to feel like they missed out by waiting too long.

6. Frame the Pain of Waiting (Gently, of Course)

You can create urgency without a discount by framing what happens if someone waits too long. For example:

“Every week you wait is another week your cracked driveway gets worse. Get it coated now, before it becomes a bigger issue.”

This type of urgency speaks to the pain of inaction. No pushy sales tactics, just a reminder of what happens if they delay. It works especially well for epoxy and concrete coating jobs, where repairs only get more expensive over time.

7. Create Urgency with Testimonials (But Keep It Real)

Adding testimonials to your ads can reinforce urgency, especially when past customers mention how glad they are they didn’t wait.

“We almost waited until spring, but I’m so glad we booked with [Your Company] now—our garage looks incredible, and we beat the winter rush!”

This doesn’t just highlight the urgency; it builds trust by showing real-world examples of customers who took action and benefited from it.

Wrapping Up: Urgency Without the Sleaze

Urgency is one of the most powerful tools in your Facebook ads arsenal, but you’ve got to use it the right way. If your ad sounds desperate or gimmicky, it won’t land. Instead, focus on using real deadlines, weather patterns, limited capacity, and early bird rewards.

The right kind of urgency nudges people to act without them feeling like they’re being pressured. And when you combine urgency with strong offers and quick follow-up, your ads will generate the high-quality leads you’re looking for.

Need help setting up Facebook ads that drive leads fast? Schedule a free strategy session with ConcretePro Digital today—before your competition beats you to it.