When it comes to advertising in the concrete coating industry, you’ve got options. Facebook, Instagram, and Google Ads are all powerful tools, but they work in different ways. If you're looking to bring in more leads for your concrete coating business, it’s crucial to understand how each platform taps into your audience and, more importantly, how you can use them together for maximum effect.

Let's break it down and see how each ad platform stacks up.

Facebook & Instagram Ads: Tapping Into Desire

Facebook and Instagram are where people hang out when they’re scrolling through their feeds, looking at family photos, or checking out what their friends are up to. They might not be actively searching for a new garage floor coating, but when they see an eye-catching ad for one, they might think, "Wow, that could really upgrade my space!"

That’s the beauty of social media ads. They’re fantastic at tapping into wants, not just needs. People might not realize they want their basement or patio transformed until they see your ad and think, "Why not?" This is what makes platforms like Facebook and Instagram so powerful for concrete coating businesses. You’re not just waiting for someone to search for you—you’re putting your service in front of them, sparking interest.

However, here's the catch: Social media leads can take a little more nurturing. They might need to see your ad multiple times before they bite, and when they do reach out, they might not be “hot” leads, ready to sign on the dotted line. This is why follow-up is crucial. Quick follow-up can help you secure the deal, but you might also need a longer-term strategy to nurture these leads into conversions.

Google Ads: Catching the "Ready to Buy" Crowd

Google Ads work differently. People head to Google when they need something—right now. They’re searching for solutions. “Concrete coating near me,” “garage floor epoxy installers,” or “patio resurfacing.” When they search for these terms, they’re already in the mindset of buying. They’ve made up their minds that they need a solution, and they’re ready to find it.

Because of this, Google leads can be hot. They’re actively looking for your service, and they’re probably comparing a few businesses. The big challenge here? Competition. Google Ads can get pricey because you're bidding against your competitors. You’ve got to make sure your ad shows up at the top, and that doesn’t always come cheap. Plus, you only get a few seconds to convince that potential customer to click your ad.

But here’s the real kicker: While Google is fantastic for reaching people when they’re ready to buy, it’s limited to just that. You’re fishing in a smaller pool—people who already know they need your service. What about the people who don’t even realize yet that their cracked driveway is begging for a makeover?

The Perfect One-Two Punch: Combining Both for Concrete Coating Success

If you’re thinking of going all-in on just one platform, pump the brakes. The real magic happens when you combine Facebook, Instagram, and Google Ads into a complete strategy.

By running ads on Facebook and Instagram, you’re capturing interest, sparking ideas, and getting in front of people who didn’t even know they wanted their floors coated. Meanwhile, Google Ads lets you tap into that ready-to-buy crowd who are actively searching for your service. Together, they’re a powerful one-two punch.

Here’s how the customer journey typically plays out:

1. Social Media (Facebook & Instagram): Your ads hit their feed, maybe more than once. They think, “That looks nice! I’d love my garage to look like that.” They click on your ad and fill out a form, but they’re not in a hurry. They’re in research mode.

2. Google Search: After seeing your ad on social media, a few days later they search for “garage floor coating” because they’re now seriously considering it. Your Google ad pops up, and because they recognize your business from earlier, they click. Now they’re a solid lead ready to take the next step.

Strengths & Weaknesses: How They Stack Up

• Facebook & Instagram Ads:

  • Strengths: Great for generating interest and creating demand, more affordable than Google for broader reach, works well for visual services like concrete coatings (because people see the result).

  • Weaknesses: Leads might need more nurturing and follow-up, not always "ready-to-buy" immediately, may require multiple touchpoints.

• Google Ads:

  • Strengths: Targets people already searching for your service, typically generates hotter leads, leads might convert faster.

  • Weaknesses: More competitive and expensive, limited to people who are already searching for concrete coating services, requires a strong ad and landing page strategy.

Lead Follow-Up: A Must for Both Platforms

Regardless of whether the lead comes from Google or Facebook, quick follow-up is crucial. People have short attention spans, and if you don’t follow up immediately, someone else will. While Google leads may be hotter upfront, social media leads can still turn into sales with consistent nurturing.

A good CRM (customer relationship management) system can help with this. Whether someone clicks on your ad through Facebook, Instagram, or Google, you need to have a process in place for follow-up. Social media leads may take a little longer to convert, but that doesn’t mean they’re not valuable.

The Bottom Line: Use Both for Best Results

So, which is better? The truth is, both Facebook/Instagram Ads and Google Ads are fantastic for generating concrete coating leads, but in different ways. Facebook and Instagram are great for building awareness and reaching people who might not have considered a new concrete coating before. Google Ads capture those ready to buy right now.

By using both platforms, you’ll get the best of both worlds. You can create demand with social media and then capture those ready-to-act customers with Google. Together, they’ll cover your bases and ensure your pipeline stays full.

Ready to get more leads for your concrete coating business? Whether you want to run social media ads, Google ads, or both, we’ve got you covered. Let’s build a lead generation system that works for you—reach out to us at ConcretePro Digital for a free strategy session today!