How Merula Helped Empire Epoxy
Book 29 Flooring Jobs Worth $130,850
(In just 6 months)
Watch the video below to see the exact playbook we used to generate over 25,000 leads & +$1M in revenue - And get a step by step walkthrough on how to structure/setup your Meta Campaign
*Note: We only work with 1 niche client per city so spots are limited.
Introduction
Empire Epoxy is a leader in British Columbia's resinous flooring systems, with over 350 floor installations and 15 years of accumulated expertise. They specialize in transforming ordinary concrete floors into stunning, durable surfaces using metallic epoxy, flake systems, and polished concrete solutions.
As summer 2024 came to an end, owner Steve faced a familiar challenge in the seasonal flooring industry: his phone was "slowing down" as the busy installation season came to an end. Having built his business primarily through word-of-mouth and traditional marketing, Steve knew he needed a more predictable way to generate leads year-round.
That's when Steve discovered our success with other service-based businesses and decided to explore how our "Lead Lock-In" system could help Empire Epoxy maintain momentum through the slower months. Despite being new to digital advertising, Steve's willingness to embrace our lead generation strategies would soon transform his business.
This case study covers our 6-month partnership with Empire Epoxy, revealing how we generated 373 qualified leads, achieved a 7.6:1 return on ad spend, and helped them book 29 jobs worth $130,850 - fundamentally changing how they approach business growth.
Summary of Results
88 leads in first 30 days resulting in $45,500 in closed business
373 qualified leads generated over 6 months
7.6:1 Return on Ad Spend - every $1 spent generated $7.60 in revenue
29 jobs booked worth $130,850 in total revenue
Consistent lead flow throughout traditionally slow seasons
The Starting Point
When we first connected with Steve in late August, Empire Epoxy was at a crossroads:
Seasonal Challenges: Like many flooring contractors, Empire Epoxy experienced feast-or-famine cycles. Business boomed during peak season but slowed dramatically as weather changed.
Traditional Marketing Limitations: Despite their excellent reputation and 350+ completed projects, they relied heavily on word-of-mouth referrals and traditional marketing methods that couldn't provide predictable lead flow.
Growth Ambitions: Steve recognized that to scale beyond their current level, they needed a systematic approach to lead generation that worked year-round, not just during busy seasons.
The Strategy
1. Industry-Specific Research & Foundation Building
Before launching any campaigns, we dove deep into the epoxy flooring industry:
- Analyzed local competition and market dynamics
- identified key customer pain points with traditional concrete floors
- Studied buying behaviors for high-ticket flooring projects
- Built essential infrastructure including a conversion-focused website and CRM system
2. Complete Campaign Development
We built Empire Epoxy's digital lead generation system from the ground up:
Building Digital Credibility
Steve didn't have a website, which is essential for building trust with leads. We quickly developed a professional landing page that:
- Showcased Empire Epoxy's 15 years of experience and 350+ completed projects
- Featured project galleries demonstrating their craftsmanship
- Highlighted customer testimonials
- Provided clear information about their various flooring options
This digital presence helped established credibility with potential customers who expected to research companies online before making high-ticket purchases.
Problem-Solution Ad Framework
We crafted engaging video ads that resonated with property owners' frustrations:
Problem: Highlighting issues with regular concrete floors - cracks, stains, and lack of durability
Solution: Positioning Empire Epoxy's flooring systems as a long-term alternative
Strategic Lead Qualification
We designed Facebook lead forms that captured crucial project information:
- Floor type preferences (Metallic, flake, polished concrete, etc.)
- Square footage of the project
- Complete contact information
This ensured Steve received leads with real project details, not just tire kickers.
3. Rapid Testing And Continuous Optimization
Starting with our initial ad variations, we implemented our proven optimization process:
- Weekly performance analysis and adjustments
- Creative testing across different angles and formats
- Audience refinement based on conversion data
4. True Partnership Approach
We worked closely with Steve to ensure our lead generation aligned with his business operations:
- Set realistic expectations about high-ticket sales cycles
- Developed follow-up strategies for nurturing leads
- Regular communication about lead quality and feedback
- Adjusted campaigns based on his closing data
Creatives
The Results
First 30 Days - Proof of Concept: The initial month exceeded all expectations:
- 88 qualified leads generated
- 8 jobs closed worth $45,500
- 11.9x return on ad spend
Steve's reaction captured the impact: "We've had 88 leads which led to 8 conversions and a total of $45,000 in sales. I highly recommend Merula, and they are the best."
Long-Term Success: Over 6 months, we sustained and improved performance:
- 373 total qualified leads
- 29 jobs booked totaling $130,850
- Consistent 7.6:1 ROAS maintained
- Predictable pipeline throughout all seasons
The Impact
The transformation extended far beyond just lead numbers:
Seasonal Stability: Empire Epoxy no longer experienced dramatic slowdowns. Consistent lead flow meant consistent revenue throughout the year.
Predictable Growth: With reliable lead generation, Steve could confidently hire additional crews and expand operations.
Market Dominance: While competitors struggled with seasonal fluctuations, Empire Epoxy maintained a strong pipeline and captured market share.
What The Client Had To Say About Merula:
Empire Epoxy Testimonial
Conclusion
Empire Epoxy's transformation from relying on word-of-mouth to generating $130,850 through Meta Ads illustrates a crucial business truth: trying to master every aspect of your business limits your growth potential.
Steve could have continued trying to figure out digital marketing himself, spending countless hours learning platforms, testing strategies, and analyzing data. Instead, he made the strategic decision to focus on what he does best - delivering exceptional epoxy flooring installations - while letting us handle lead generation.
Want Results like Empire Epoxy?
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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