How to Build a Winning Facebook Lead Generation Campaign for Concrete Coating Companies

It’s Like Installing a Flake Floor—Here’s How to Do It Right

Running Facebook lead generation campaigns for concrete coating services isn’t much different from installing a high-quality flake floor coating system. You need the right process, attention to detail, and a strong foundation to make sure everything holds together and delivers solid results. Just like cutting corners on prep work can cause a floor to peel or fail, skipping key elements in your Facebook ad strategy can tank your results—and no one wants that.

Let’s break down what goes into a successful Facebook ad campaign for your concrete coating business, layer by layer, and how you can build a campaign that sticks like a top-notch flake floor.

1. Concrete Foundation Prep = Targeting

In flooring, everything starts with a solid, clean foundation. If your prep work isn’t thorough, your floor won’t last long. The same goes for targeting in your Facebook ad campaign—it's the foundation that everything else builds on.

You need to get this right from the start by asking: Who’s my ideal customer? Maybe you specialize in residential garage floors, commercial properties, or industrial settings. Knowing exactly who you’re trying to reach—whether it’s homeowners, property managers, or business owners—is key. You’ll use Facebook’s targeting options to zone in on their location, interests, and behaviors.

Just like floor prep requires cleaning, grinding, and patching, targeting requires a deep understanding of your audience. Spend time dialing in the right demographic and geographic details to make sure you’re focusing on the people who are most likely to convert. If your targeting is off, your entire campaign will be too.

2. Base Coat = Ads Image and Copy

Once your surface is prepped, it’s time to lay down your base coat—the foundation of the floor that holds everything together. For your ad campaign, this base coat is your ad creative: your images, videos, and copy.

First impressions matter, so your creative has to be top-notch. You’re competing with a crowded newsfeed, so your images and videos need to stop the scroll. Show off the transformation that your coatings can provide. Before and after images, videos of the process, or customer testimonials can grab attention fast.

But don’t stop at visuals. Your ad copy needs to be just as strong. This is your chance to speak directly to your audience’s pain points and offer a solution. Keep it short, clear, and to the point. No one wants to read a novel while scrolling Facebook.

Here’s a tip: Make your offer impossible to ignore. Whether it’s a free quote, a limited-time discount, or a package deal, give your potential customers a reason to act now.

3. Broadcast Flake Layer = Lead Form or Landing Page

With your base coat down, it’s time to add the broadcast flake layer—this adds texture, appeal, and personality to your floor. In your campaign, this layer is the lead form or landing page where you capture customer information.

In most cases, I recommend keeping people on Facebook with a lead form rather than sending them to a landing page. Why? Less friction. With Facebook’s native lead forms, people don’t have to leave the app, which means you’re likely to see more conversions. However, make sure your lead form asks the right questions. Keep it simple but detailed enough to capture the important info like their name, phone number, and type of service they’re interested in.

If you do choose to send people to a landing page, make sure it’s optimized for mobile (since most traffic comes from mobile devices). Your landing page should look clean, load fast, and lead them right to the form without distractions.

Remember, the flake layer is where the floor gets its pop, so make sure your lead capture process is smooth, enticing, and gets the job done.

4. Top Coat = Lead Follow-Up

Finally, the top coat seals and protects everything. Without it, your floor won’t last. In a Facebook lead gen campaign, the top coat is your follow-up process.

You can have the best targeting, creative, and lead forms, but if you’re not following up fast, you’re wasting your time. Leads go cold quickly, especially when people are shopping around for services like concrete coatings. Aim to follow up within minutes, not hours or days.

Make sure you’ve got a system in place for lead management—whether it’s a CRM or an automation tool. Automating follow-up messages via text or email can ensure no lead slips through the cracks. And when you follow up, don’t just send one message and call it good. It usually takes multiple touchpoints to turn a lead into a customer.

Bringing It All Together

Just like installing a high-quality flake floor, a winning Facebook ad campaign has several layers that need to be done right. Here’s a quick recap:

• Targeting: Get your audience right—this is your campaign’s foundation.

• Ad Creative: Your images, videos, and copy need to catch attention and hold it.

• Lead Form or Landing Page: Capture your leads with minimal friction and make it easy for them to contact you.

• Lead Follow-Up: Seal the deal by following up fast and consistently.

When these four layers come together, you’ll have a campaign that’s built to last and designed to generate consistent, high-quality leads for your concrete coating business.

Need help setting up a lead gen system that sticks? Let’s chat about building out a custom Facebook ad campaign for your business. We’ve helped companies just like yours fill their schedule with leads—and we can do the same for you.