Every concrete coating company owner asks some version of this question eventually: "How much am I actually supposed to spend on marketing?" The honest answer is that it depends on your goals, your market, and how much of your growth you want to leave to chance — but there are real numbers we can work from instead of guessing.

Start With What You're Trying To Buy

Marketing spend breaks into two buckets: the systems that capture and convert a lead (your website, your instant price calculator, your CRM), and the traffic you pay to send to those systems (Facebook and Google ads). Most companies make the mistake of spending on traffic before the system that catches it actually works — which means paying to send homeowners to a website that never turns them into a booked estimate.

Get the system right first. A website built to convert, with an instant price calculator and a CRM that actually follows up, is the foundation everything else sits on.

A Realistic Starting Budget

For a single-crew concrete coating company just getting serious about marketing, a reasonable starting point looks like:

  • $0–$999/month in ad spend — enough to start generating consistent leads without betting the business on it
  • A management fee covering your systems, CRM, and campaign management (our Farm Starter package runs $500/month)
  • A one-time website build if you don't already have a site built to convert (starting at $500, or $1,500 for the Full Build with the Instant Price Calculator included)

Once you're consistently booking jobs off that budget and you're ready to run two crews instead of one, that's the point to scale ad spend to $1,000–$1,999/month and layer in increased ad management and ongoing SEO growth — what we call the Farm Growth package.

The mistake isn't spending too little on ads. It's spending on ads before the system behind them can actually convert what they bring in.

What "Working" Actually Looks Like

Track two numbers above everything else: cost per lead, and cost per booked job. A campaign that generates leads at $25 each is worthless if none of them turn into estimates, and a campaign at $60 per lead can be a bargain if half of them close. This is exactly why we track everything down to cost-per-conversation and cost-per-lead — vague "brand awareness" numbers don't pay your crew.

The Short Version

Build the system first. Start with a modest, sustainable ad budget once that system is proven to convert. Scale spend only when you're ready to actually handle the extra jobs it produces. And measure everything down to the booked estimate, not just the click.

Want a system like this built for your business?

Book A Free Strategy Call