If you’re running ads for your concrete coating business and the phone isn’t exactly blowing up, it’s easy to point fingers at the ads. But here’s the thing—sometimes the ads are doing their job, and the problem lies in what happens after the lead comes in. That’s where follow-up and sales come into play. In this post, I’ll walk you through how to troubleshoot whether your Facebook ads are to blame or if there’s an issue with follow-up or sales that’s costing you customers.

Let’s get into it.

Step 1: Look Under the Hood of Your Facebook Ads

Before jumping to conclusions, start by reviewing your ad campaigns. Here’s what you should be checking:

1. Are the Ads Reaching the Right Audience?

If your ads are targeting homeowners but most of your clicks are coming from people who live in apartment complexes, you’ve got a problem. Make sure your targeting is dialed in—think about location, income, and age ranges that fit your ideal customer profile.

• Pro Tip: Narrow it down by homeowners in specific ZIP codes where you know customers are willing to pay for coatings.

2. How’s Your Offer?

Is your offer compelling? “We coat floors” isn’t going to make anyone stop scrolling. A free estimate or limited-time discount can push people to take action. You need an offer that creates a sense of urgency.

3. Lead Forms vs. Website Traffic

If you’re sending people to a webpage that takes five years to load or makes them hunt for a contact form, you’ll lose leads fast. Try using a lead form right in the Facebook ad. It’s easy, quick, and keeps people focused on what you want them to do.

4. CTR (Click-Through Rate) and CPL (Cost Per Lead)

Your click-through rate (CTR) tells you if people are interested in the ad, and the cost per lead (CPL) shows if you’re getting leads efficiently. If both are low, it’s likely an ad issue. But if your CTR is solid and your CPL is decent, the issue might lie somewhere else—like in follow-up or sales.

Step 2: Check Your Follow-Up System

Alright, so the ads seem fine. The next step is to dig into what happens after a lead comes through. You’d be surprised how often businesses drop the ball here.

1. Speed of Response

Here’s the cold, hard truth: if you’re not following up within the first 5-10 minutes of a lead coming in, you’re losing money. Leads go cold fast—people move on or get in touch with your competitors.

• Quick Fix: Automate your follow-up process with text and email alerts or use a CRM to instantly notify your team when a new lead comes in.

2. How Many Times Are You Following Up?

One call isn’t going to cut it. If a lead doesn’t answer the first time, follow up at least 3-5 times. Don’t be afraid to leave a voicemail and send a text—some people just prefer texting these days.

3. Does Your Messaging Build Trust?

If you’re coming in hot with a hard sell or overpromising on results, you’re going to scare leads off. Instead, focus on building trust. Mention things like customer testimonials, warranties, and other ways you reduce risk for the homeowner.

Step 3: Evaluate Your Sales Process

If your follow-up game is solid but leads still aren’t converting, it’s time to examine the sales process.

1. How Are You Handling Objections?

When a lead says, “I need to think about it,” how are you responding? If you’re just saying, “Okay, let me know,” you’re leaving money on the table. Instead, try guiding them through their hesitation. Maybe they’re worried about price or timing—address those concerns proactively.

2. Are You Showing Value or Just Talking Price?

If the only thing you’re discussing is the price, you’re missing the point. Explain why your coatings are worth the investment—whether it’s durability, aesthetics, or ease of maintenance. Give them a reason to see the value beyond the dollar amount.

3. Are You Following Up After the Quote?

Even after you’ve given a quote, the game isn’t over. Leads might need a little nudge to make a decision. A simple follow-up message a few days after the quote can bring them back to the conversation. Don’t just assume they aren’t interested if they don’t decide immediately.

How to Tell Where the Problem Is

If you’ve reviewed your ads, follow-up process, and sales strategy and still can’t figure out where things are going wrong, here’s a quick breakdown to help you diagnose the issue:

• Issue with Ads:

  • Low click-through rates

  • High cost per lead

  • Few leads coming through

• Issue with Follow-Up:

  • Leads are coming in, but no one is responding

  • You’re calling once and never following up again

  • Slow response times (over 10-15 minutes)

• Issue with Sales Process:

  • You’re getting leads on the phone, but they aren’t booking jobs

  • You’re struggling to handle objections effectively

  • You aren’t showing value beyond price

Final Thoughts

The success of your concrete coating business depends on more than just good ads. It’s about building a system—a well-oiled machine that brings in leads, follows up quickly, and closes deals with confidence. Ads are only one piece of the puzzle. If you want to grow, you’ve got to make sure every part of your process works smoothly, from the moment someone clicks on your ad to the moment they sign on the dotted line.

If you need help troubleshooting your ads or building a stronger follow-up system, ConcretePro Digital is here to help. Let’s take a closer look at what’s going on and get you back on track.