When it comes to running ads for concrete coating companies, one thing is clear: you need to know exactly who to target, or you’re just throwing money at Zuckerberg for fun. While targeting is one of the most powerful tools Facebook and Instagram offer, it’s also where people mess things up the most. Getting it right means better leads, fewer wasted dollars, and more happy customers booking your services. So, let’s break down how to effectively target ads for concrete coating companies.

1. Location, Location, Location

Concrete coatings are a local service. You don’t need someone 300 miles away seeing your ad, so the first step is dialing in the right location targeting.

Pro Tip: Instead of just using “Chicago” or “Seattle,” draw a 15-30 mile radius around your service area. Facebook’s tools let you adjust for real driving distances, so people near your city but across a river or on the wrong highway won’t eat up your ad spend.

Bonus points if you refine it by dropping pins in high-income neighborhoods. Not everyone is going to spend money to make their garage floor look like the Taj Mahal.

2. Target by Age and Homeownership

Not everyone browsing Instagram at 3 AM is your ideal customer. You need to get your ads in front of the right people—specifically homeowners with some disposable income.

• Age Range: Stick with 30-65. This tends to be the sweet spot for homeowners who care enough about their home to invest in coatings.

• Homeowners > Renters: This part’s key. Facebook lets you target homeowners with higher accuracy than most platforms. If you’re not filtering for this, you’re going to get clicks from renters looking for DIY inspiration.

3. Interest-Based Targeting That Makes Sense

This is where things get fun—but also where most people go wrong. The key is relevance. Your ads don’t need to show up for people interested in everything under the sun. Focus on interests closely tied to home improvement and lifestyle.

Some solid targeting ideas:

• Home improvement (think HGTV fans)

• Garage and DIY projects

• Real estate (people who recently moved may be looking to upgrade)

• Landscaping or patio furniture (if they care about the patio, they care about the garage)

What you don’t need to do is overcomplicate it by stacking a million interests. Facebook’s algorithm is smart, but not if you confuse it with a mess of criteria. Keep it lean.

4. Use Retargeting to Keep Warm Leads Hot

Ever notice how you look at a pair of shoes online, and suddenly they follow you everywhere? That’s retargeting—and it works wonders for concrete coatings, too.

Set up a retargeting campaign that follows people who’ve already engaged with your business—whether they filled out half of a lead form, visited your website, or interacted with your social pages. These folks are already interested, so showing them an offer or a testimonial video is an easy win.

5. Exclude Time-Wasters and Junk Leads

Facebook’s targeting isn’t just about who you include—it’s also about who you exclude. You don’t want your ads reaching people who aren’t likely to convert.

Exclude:

• Job seekers

• People who engage with every ad they see (yes, there’s a setting for that)

• People outside your service area (again, tighten that location targeting)

6. Test and Optimize Like a Pro

No matter how good your targeting is out of the gate, it’s not going to be perfect. You need to run multiple versions of your ads and test different targeting strategies. Try one campaign focused on homeowners over 40 and another aimed at recent movers. Keep an eye on the data, and adjust as you go.

Remember, Facebook ads are like a BBQ brisket—you have to give them time to cook. It takes a few days (sometimes even weeks) for the algorithm to dial in who your best audience is.

7. Add Lookalike Audiences for Scale

Once you’ve got some solid leads coming in, create a lookalike audience. Facebook can take your existing customer data (or even just people who filled out your lead form) and find others just like them. This is how you scale without throwing your budget into a black hole.

8. Don’t Skip Quick Follow-Up on Leads

All the targeting in the world won’t save your campaign if you drop the ball on follow-up. Once a lead fills out your form, call them immediately. If you wait more than 10-15 minutes, someone else is going to close the deal.

This isn’t just marketing advice—it’s how you win.

Final Thoughts: Nail Your Targeting, and You’ll Win Big

Good targeting is half the battle when it comes to Facebook and Instagram ads. Focus on location, age, homeownership, interests, and retargeting to make sure your ads land in front of people who are most likely to convert. Don’t overcomplicate it, and let the algorithm do its thing. And if you need help setting all this up without pulling your hair out, ConcretePro Digital is here to make it easy.

Ready to stop guessing and start getting leads? Reach out today for a free ads strategy session, and let’s get you set up with a targeting plan that works.