Epoxy flooring leads
Where coating jobs come from and what each channel costs.
Free tool
Epoxy flooring lead cost calculator
What your epoxy flooring leads really cost you per booked job, and what is left of the job after paying for them. Answer four quick questions; you can compare several channels under Fine-tune.
How it works
What a booked job costs in leads
A lead is not a job. What you really pay for is the booked job, and that depends on how many leads it takes to close one.
- Cost per booked job = cost per lead × leads per job (the same as cost per lead ÷ close rate).
- Return on ad spend = job value ÷ cost per booked job: the revenue each $1 of lead spend brings in.
- Left per job after leads = job value × gross margin − cost per booked job.
- Most you could pay per lead = job value × gross margin ÷ leads per job. Above that, the channel loses money on every job.
Worked example
- $55 a lead and one job in four leads: 4 × $55 = $220 per booked job.
- A $3,500 job at a 34% gross margin leaves $3,500 × 0.34 = $1,190 before leads; after $220 of leads, $970.
- Return on ad spend: $3,500 ÷ $220 = 15.9×. The most you could pay per lead: $1,190 ÷ 4 = $297.50.
- The same job from $85 leads: $340 per booked job and $850 left.
Close rates can differ a lot between channels, so track them separately. What is left per job is before overhead; see our earnings disclaimer.
Typical lead costs for flooring
| Channel | Cost per lead | How you pay |
|---|---|---|
| Google Local Services Ads | About $45–62 | Per lead; the lead comes to you only |
| Google search ads | About $48–122 | Per click; this is the cost once clicks become leads |
| Meta ads | Varies | Per impression or click, depending on the campaign |
| Lead marketplaces | Varies by market | Per lead; the homeowner often hears from several contractors |
| Referrals | $0 or your referral fee | Whatever you agree with the person referring |
Lead prices vary by city, season and how the campaign is run.
Lead flow is the seventh of the Seven Systems. Epoxy flooring marketing covers every channel, and Google Business Profile for epoxy contractors covers the free one.
Defaults
How we set the defaults
| Input | Default | Why |
|---|---|---|
| Cost per lead | $55 or $85 | Typical for flooring leads from Google Local Services Ads ($45–62) and Google search ads ($48–122). Other channels start blank: their prices vary too much to give a typical figure. |
| Leads per job | 1 in 4 | A starting point only; replace it with your own close rate. |
| Job value | $3,500 | Inside the typical $1,600–5,800 for a two-car garage floor. |
| Gross margin | 34% | About the gross margin of the example job in the pricing calculator. |
Questions
Epoxy flooring leads: frequently asked questions
How much do epoxy flooring leads cost?
For flooring, leads from Google Local Services Ads typically cost about $45–62 each, and leads from Google search ads about $48–122. Your market can differ. Lead marketplaces and social ads vary too much by city and campaign to give a typical figure, so enter what you pay.
How do you calculate the cost of a booked job?
Divide the cost per lead by your close rate. At $55 a lead and one job for every four leads (a 25% close rate), each booked job costs $55 ÷ 0.25 = $220 in leads.
What is a good return on ad spend for a coating contractor?
It depends on your gross margin, because a job is only worth the profit it leaves. With a 34% gross margin, every dollar spent on leads has to bring in more than about $2.94 of job revenue (1 ÷ 0.34) just to break even. The calculator shows what is left per job after the leads, so you can compare channels directly.
What close rate should I use?
Your own: booked jobs divided by leads, per channel, from your recent leads. One in four is only a starting point. Track each channel separately, because a cheap lead that rarely books can cost more per job than an expensive one that usually does.
How much can I afford to pay per lead?
Job value × gross margin × close rate. At $3,500, 34% and one job in four leads, that is $297.50: pay more than that per lead and the jobs from that channel leave no gross profit. Aim well below it, because overhead still has to be paid.
Epoxy flooring marketing
Every channel, in the order to set them up.
Job pricing calculator
The job value and margin this calculator needs.
Watch every step before you do it
The Epoxy Playbook: full installations recorded start to finish, which you can replay as often as you need, plus pricing, quoting and selling the job.