How Merula Helped MTNTEK Coatings
Break Into a New Market and Generate $24,079 in just 60 days.
*Note: We only work with 1 niche client per city so spots are limited.
Introduction
MTNTEK Coatings Ltd. is a Canadian-owned specialty coatings contractor that has been transforming concrete surfaces since mid-2022. They specialize in professional epoxy and polyaspartic flooring, metallic floor systems, and custom countertop refinishing for residential, commercial, and industrial clients across Alberta and southeastern British Columbia.
After three successful years building their reputation in southeastern BC, owner Rob made a bold decision: expand into the competitive Edmonton market. But moving into a new city where nobody knew their name presented a massive challenge - how do you quickly establish credibility and generate business in a market dominated by established competitors?
That's when MTNTEK discovered our Lead Lock-In system. Despite being new in Edmonton, Rob's commitment to quality and our proven lead generation strategies would soon create a powerful combination that generated remarkable results.
This case study reveals how we helped MTNTEK generate 246 qualified leads, achieve a 5.93:1 return on ad spend, and secure $24,079 in revenue during their first 60 days in a brand new market - proving that with the right system, even newcomers can compete with established players.
Summary of Results
247 qualified leads in first 60 days
$24,079 in revenue generated
5.93:1 Return on Ad Spend - every $1 spent generated $5.93 in revenue
$16.51 average cost per lead (well below industry standards)
Successful market entry in competitive Edmonton area
The Challenge
When we first connected with Rob from MTNTEK in June 2025, he faced unique challenges:
New Market Entry: After three years of success in southeastern British Columbia, MTNTEK was relocating to Edmonton - a market where they had zero brand recognition, no customer base, and no word-of-mouth referrals.
Established Competition: Edmonton's concrete coating market was already saturated with established contractors who had years of local reputation and customer relationships.
Basic Digital Presence: While MTNTEK had a decent website and small social media presence, they lacked a proven lead generation systems needed to compete aggressively in a new market where traditional networking wouldn't provide immediate results.
The Strategy
1. Industry-Specific Research & Market Analysis
Before launching any campaigns, we immersed ourselves in the concrete coating industry and Edmonton market:
- Analyzed local competition and market dynamics
- Identified key customer pain points specific to Edmonton's climate
- Researched buying behaviors for high-ticket coating projects
- Built essential campaign infrastructure and CRM systems
2. Complete Campaign Development
We built MTNTEK's digital lead generation system from the ground up:
Trust-Building Ad Framework
Since MTNTEK was unknown in Edmonton, we focused heavily on establishing credibility:
- Highlighted their commitment to top-quality workmanship and meticulous attention to detail
- Featured their 3+ years of experience and professional installation process
- Emphasized their Canadian ownership and operation
- Showcased their specialized services across residential, commercial, and industrial sectors
Problem-Solution Messaging
We crafted compelling ads that resonated with property owners' frustrations:
Problem: Highlighting issues with deteriorating concrete surfaces, unsightly stains, and high-maintenance floors
Solution: Positioning MTNTEK's durable, low-maintenance coatings as the long-term answer
Strategic Lead Qualification
We designed comprehensive Facebook lead forms that captured:
- Surface area requirements
- Project type, timeline, and address
- and contact information
3. Nurture System Implementation
Understanding that concrete coatings are a significant investment, we built sophisticated follow-up systems:
8-Email Nurture Sequence
We developed an automated campaign specifically for MTNTEK that:
- Educated prospects about the benefits of professional coatings
- Shared project transformations and success stories
- Addressed common concerns about durability, maintenance, and installation process
- Kept MTNTEK top-of-mind throughout the longer decision-making cycle
This nurture sequence was crucial for converting leads who weren't ready to commit immediately but needed time to consider their investment.
4. Rapid Testing & Continuous Optimization
- We implemented our proven optimization process with extra attention given to their new market entry:
- Multiple ad angles testing different value propositions
- Creative variations showcasing various project types
- Daily monitoring and adjustments during the critical launch phase
Creatives
The Results
First Month (Day 1 - 30): Market entry success:
- 144 qualified leads generated
- $10,879 in revenue secured
- 4.44:1 return on ad spend
- Strong pipeline built for future sales
-Second Month (Day 30 - 60): Momentum building:
- 103 additional leads (247 total)
- $13,200 in new revenue
- Improved ROAS of 8.18:1
The Impact
The successful Edmonton launch created multiple positive outcomes:
Immediate Market Validation: $24,079 in revenue within 60 days proved MTNTEK could compete effectively against established players.
Sustainable Lead Pipeline: With 246 leads and many still in negotiation, MTNTEK built a robust pipeline for continued growth.
Geographic Expansion Success: The campaign covered Edmonton, Sherwood Park, St. Albert, Fort Saskatchewan, and surrounding areas, establishing MTNTEK across the entire region.
Conclusion
MTNTEK's journey from newcomer in the market to generating $24,079 in their first 60 days in Edmonton demonstrates that success isn't about doing everything yourself… it's about leveraging expertise to accelerate growth.
Rob could have spent months trying to establish MTNTEK through traditional networking, door-knocking, and word-of-mouth. Instead, he made the strategic decision to partner with digital marketing experts who understood how to quickly build market presence and generate qualified leads.
Want Results like MTNTEK Coatings
Because the truth, is you can see these results, if not better…
Without any financial risk!
Because unlike other agencies or freelancers…
We GUARANTEE results or your money back.
So, if you want to chat and see if our strategy is a good fit for your business…
Your next step will be to book a FREE consultation call with me.
During this call you can share more about your business, goals, and challenges.
And for the record…
This is not a sales call in disguise.
You see, I’m not even sure if we can help your business yet, or if we're a good fit.
So our initial conversation is a simple no-pressure call to better understand your situation.
And if after our call, we seem like a fit, we will walk you through our entire system that has generated thousands of leads for businesses like yours.
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