Quick answer
Reduce wasted spend by regularly reviewing actual search terms and excluding irrelevant ones, targeting only the areas you install in, separating campaigns by intent, sending traffic to matching landing pages, and counting only real calls and forms as conversions. Waste usually hides in the search terms report and in conversion tracking that rewards the wrong actions.
The full answer
The biggest leaks we see in coating accounts are DIY and product-research searches, job seekers, locations far outside the service area and inflated conversion counts. None of them are fixed by lowering the budget.
- Review search terms on a schedule, not once at launch.
- Use location "presence" targeting where appropriate.
- Pause what produces clicks but never produces qualified conversations.
- Tie leads to outcomes so you can see which searches produce jobs.
Our specific keyword architecture and exclusion lists stay private; they are part of the proprietary system.
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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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