How Merula Helped
Concrete Coating Wizard's Generate
$19,356 In Revenue In Just 90 Days.
*Note: We only work with 1 niche client per city so spots are limited.
Introduction
Concrete Coating Wizards (CC Wizards) is a family-owned Houston company specializing in premium polyaspartic floor coatings. They transform ordinary concrete surfaces into beautiful, durable floors for homes and businesses across the Houston area, from garage floors to patios and commercial spaces.
Just six months into their journey, owner Joe Cavanaugh faced the classic startup challenge: how to move beyond unpredictable referrals and trade shows to build a sustainable, growing business. While CC Wizards delivered exceptional work with their industrial-grade materials, they needed a reliable system to consistently attract new customers.
That's when Joe discovered our Lead Lock-In system. Despite being new to digital marketing and lacking a social media presence, Joe's commitment to growth and our proven strategies would soon create remarkable results.
This case study reveals how we helped Concrete Coating Wizards generate 329 qualified leads, achieve a 4.23:1 return on ad spend, and secure $19,356 in revenue during their first 90 days of digital marketing - transforming them from a referral-dependent startup into a business with predictable growth.
Summary of Results
329 qualified leads generated in 90 days
$19,356 in revenue generated
4.23:1 Return on Ad Spend - every $1 spent generated $4.23 in revenue
Consistent lead flow established for predictable business growth
The Challenge
When we first connected with Joe from Concrete Coating Wizards, his 6-month-old business faced typical startup challenges:
Unpredictable Lead Generation: CC Wizards relied primarily on referrals and trade shows - methods that couldn't provide the consistent flow needed for steady growth.
Limited Digital Presence: While they had a professional website showcasing their services, CC Wizards had no social media presence whatsoever - no Facebook page, no Instagram, no digital footprint beyond their website.
Growth Ambitions: Joe recognized that to scale beyond occasional referrals, he needed a systematic approach to lead generation that would fill his pipeline consistently.
Time Constraints: As a hands-on business owner focused on delivering quality installations, Joe couldn't dedicate time to learning and managing digital marketing himself.
The Strategy
1. Preparation
Since CC Wizards didn't have any social media pages we had to start by establishing the technical foundation needed for effective digital marketing:
- Created Facebook and Instagram business pages
- Integrated pages with Facebook Business Manager for professional ad management
- Connected all systems to our CRM for seamless lead tracking
We then dove into studying the concrete coating industry and Houston's market:
- Analyzed local competition and market dynamics
- Identified key customer pain points specific to Houston's climate
- Researched buying behaviors for high-ticket coating project
2. Full Lead Lock-In System Implementation
We built MTNTEK's digital lead generation system from the ground up:
Trust-Building Ad Framework
Since MTNTEK was new 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. Rapid Testing And Continuous Optimization
After launching, we maintained active campaign management:
- Daily monitoring of campaign performance
- Regular analysis of lead quality and conversion rates
- Strategic adjustments based on real results
- Implementation of new qualifying questions in month 2 to improve lead quality
Testing new ad variations to reduce costs while improving results
Creatives
The Results
Month 1: Building the foundation:
- 95 qualified leads generated
- $16.03 average cost per lead
- $1,523.16 total ad spend
- $3,200 in booked service value
- 2.1:1 ROAS - a solid start that we knew we could improve
Months 2-3: Strategic refinement delivers:
- 234 additional leads generated
- Cost per lead reduced to under $13.91
- Lead quality significantly improved
- ROAS more than doubled through optimization
- $16,156 in additional revenue generated
90-Day Total Impact:
- 329 total qualified leads
- $19,356 in total revenue
- 4.23:1 average ROAS
- Consistent, predictable lead flow established
The Impact
The successful launch created multiple positive outcomes:
Predictable Growth: CC Wizards moved from hoping for referrals to having a predictable pipeline of qualified leads every month.
Operational Confidence: With consistent lead flow, Joe could confidently hire and train staff, invest in equipment, and plan for expansion.
Proof of Concept: The dramatic ROAS improvement from month 1 to months 2-3 proved the value of continuous optimization and long-term thinking.
What The Client Had To Say About Merula:
Conclusion
Concrete Coating Wizards' transformation from a referral-dependent startup to generating $19,356 in just 90 days demonstrates the power of systematic digital marketing. More importantly, their journey from 2.1:1 to over 4:1 ROAS shows what's possible when you combine strategic thinking with continuous optimization.
Joe could have continued relying on unpredictable referrals and time-consuming trade shows, hoping for gradual growth. He could have also given up after seeing "just" a 2.1:1 return in the first month.
Instead, he trusted the process and allowed us to refine and optimize, ultimately doubling his return on investment. While Joe and his team focused on maintaining their reputation for top-quality workmanship, we ensured a steady stream of Houston homeowners discovered their services.
Want Results like Concrete Coating Wizards?
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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