Quick answer
Track each lead from source to outcome: which campaign and page it came from, whether it booked an estimate, whether the estimate was completed and whether it became a job, and for how much. Compare revenue and margin from won jobs against total marketing cost, including ad spend and management. Without that tracking, profitability is a guess.
The full answer
The metric that ties it together is cost per acquired customer: total marketing cost for a period divided by jobs won from marketing in that period.
- Lead source
- Qualified lead
- Estimate scheduled
- Estimate completed
- Job won
- Revenue
- Cost per acquired customer
Longer-term returns, like review growth and organic visibility, also count, but they should be tracked separately from direct lead economics.
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About the author
Logen Doiel · Founder, Polyurea Marketing
Logen Doiel founded Polyurea Marketing to give concrete coating contractors one connected customer-acquisition system instead of a pile of disconnected vendors. He builds and manages the websites, Google Ads, organic search and lead tracking behind the ArmorShield Concrete Coatings case study. Polyurea Marketing is a specialized brand of Tech Turtle Marketing LLC.
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