Quick answer
Spend what your install capacity and average job value can profitably absorb, not a percentage copied from another industry. Work backward: how many extra jobs can you install per month, what is a job worth, and what share of leads do you close? That tells you what a lead can cost and how much budget it takes to fill the calendar.
The full answer
Percent-of-revenue rules are a blunt tool for a coating business because capacity is the real ceiling. If your crews are booked six weeks out, more ad spend just produces leads you cannot serve. If they are idle on Tuesdays, you are probably underspending.
A simple way to set a budget
- Additional jobs you can install per month.
- Average revenue and gross margin per job.
- Your real close rate from qualified lead to won job (track it; do not guess).
- Leads needed = additional jobs ÷ close rate. Maximum cost per lead = margin you are willing to spend to win a job × close rate.
Marketing cost also includes more than ad spend: the website, tracking, management and your own time answering leads. For Polyurea Marketing specifically, Google Ads needs at least $1,000/month in ad spend, and our fees are published on the pricing page.
Go deeperHow to Get More Concrete Coating Leads in 2026
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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