How to Use Facebook & Instagram to Get High-Quality Epoxy Floor Leads

You’ve seen your competitors on Facebook and Instagram. Maybe you even have a page for your own business, but you're not sure what to post beyond a blurry photo of a finished job now and then. You wonder, "Does this stuff actually work for getting leads?"

The answer is a resounding yes.

For a visual trade like epoxy and concrete coatings, platforms like Facebook and Instagram are not just social networks; they are powerful, visual-first marketing channels. Your work is transformative. You take cracked, stained, ugly concrete and turn it into a durable piece of art. That visual transformation is the exact kind of content that stops people from scrolling.

This guide will show you how to leverage social media for concrete coaters to do more than just get "likes"—it will show you how to get high-quality leads. While this is a key tactic, remember it's one part of a complete strategy. For the full picture, be sure to read our Ultimate Guide to Lead Generation for Epoxy Businesses.

Why Facebook & Instagram are Goldmines for Your Business

Before we get into the "how," let's understand the "why."

• Your Customers Are There: Nearly 70% of American adults use Facebook daily. They are scrolling through their feeds, looking at photos from friends, and consuming content. It’s your chance to meet them where they are.
• It’s a Visual-First Platform: You don't have to write a novel to explain the value of your work. A single, stunning before-and-after video says it all. Epoxy floors are visually striking, making them perfect for these platforms.
• Unmatched Ad Targeting: This is the real superpower. You can show your ads specifically to people based on their location, age, income, and interests—like being a homeowner who loves classic cars. More on this later.

Part 1: Your Content Playbook (What to Post)

Consistently posting high-quality content builds trust and keeps your business top-of-mind. Here are four types of content that work every time.

1. The Undisputed King: Before-and-After Content

This is your bread and butter. It’s the most compelling story you can tell.

• Carousel Posts: Don't just post one "after" shot. Create a carousel (multiple images in one post). Post 1: The ugly "before" shot. Posts 2-3: Mid-process shots (the grinder, the first coat). Post 4: The stunning "after" shot. This tells a complete story.
• Video Reels & Timelapses: This is the most engaging content you can create. Set up your phone on a tripod and record a timelapse of the entire job. Speed it up, add some trending music, and you have an incredible 30-second Reel that will get massive engagement.

2. Go "Behind the Scenes"

Showcasing your process builds trust and highlights your professionalism.

• The Prep Work: Show a short video of you or your team grinding the floor. This educates the customer on the importance of proper prep work, justifying your price.
• The Mix: People are fascinated by the process. Show a close-up of metallic pigments being mixed into the epoxy or a shot of your team discussing a flake blend.
• Meet the Team: A simple photo of you and your crew smiling on a job site humanizes your business. People hire people they like and trust.

3. Answer Customer Questions (Become the Expert)

Create simple posts that answer the most common questions you get from customers.

• How long does an epoxy floor take to install?
• How durable is it, really?
• Is it slippery? (Great opportunity to talk about anti-slip additives!)
• What's the difference between epoxy and polyaspartic?

When you answer these questions publicly, you position yourself as the go-to expert in your area.

4. Showcase the Stunning Details

Your high-end customers appreciate craftsmanship. Show it off.

• Get close-up photos of the clean, crisp edges along the wall.
• Take a low-angle shot that shows the glossy, seamless reflection of the floor.
• Post a photo showcasing the variety of your flake blend samples.

Part 2: The Paid Ads Playbook (Turning on the Lead Faucet)

Organic posting is great for building your brand, but when you need to reliably generate leads, you need to run ads. This is where Facebook ads for your epoxy business become a true game-changer.

First, a Quick Prerequisite

To run ads effectively, you should set up Meta Business Suite and install the Meta Pixel on your website. The Pixel is a small piece of code that allows Facebook to track visitors on your site, which helps you retarget interested users and lets Facebook's algorithm find more people like them.

The Magic of Ad Targeting: Reaching Your Ideal Customer

This is where you go from wasting money to printing it. In the Ads Manager, you can create an audience based on layers of targeting. Here’s an example audience for a high-quality residential lead:

• Location: People who live within 20 miles of your city.
  • Pro Tip: You can even target by specific, affluent zip codes.
• Age: 35 - 65+
• Detailed Targeting (Interests): This is where the magic happens. You can target people who have shown interest in things like:
  • Car-Related: Car and Driver, Hot rods, Classic cars, Auto racing, Jay Leno's Garage
  • Home-Related: Home improvement, HGTV, Houzz, Floor & Decor
  • Luxury-Related: Luxury goods, Boats, Motorcycles

By layering these interests, you are showing your ad for a beautiful garage floor directly to a 45-year-old homeowner in an affluent zip code who loves classic cars. That's a hot lead.

Your Simplest, Most Effective Ad Campaign

You don't need a complex strategy. Start here:

Choose Your Best Content: Find your most compelling before-and-after video or carousel post.

Create a Campaign: In Ads Manager, choose the "Leads" or "Traffic" objective.

Write Simple Copy: Your text can be straightforward. "Tired of your cracked, stained garage floor? We transform ugly concrete into a durable, easy-to-clean showroom. Serving the [Your City] area. Get your free quote today!"

Set Your Budget: You can start with as little as $10-$20 per day. Let it run for a week and see the results.

Your Social Media Success Plan

You don't need to live on social media to be successful. Just be consistent.

• Aim to post 2-3 times per week, mixing in the different content types we discussed.
• Boost your best-performing posts or run a dedicated ad campaign once a month to keep the lead pipeline full.

Social media is the modern-day word-of-mouth. By consistently showcasing your incredible work and using targeted ads to get it in front of the right people, you can build a reliable machine that generates high-quality epoxy floor leads for your business month after month.

Don't have the perfect 'after' shot? Or want to show a client what their floor could look like before you even start the job? A stunning visual can be your most powerful social media content.

Try creating a stunning 'after' visual for your next social media post with our free visualizer.