Epoxy and Concrete Floor Coating Company in Minneapolis, MN
Rebuilding Google Ads From Zero and Tripling the Conversion Rate
Higher Conversion Rate
Cost Per Lead
Clickthrough Rate
Location
Greater Minneapolis, Minnesota and western Wisconsin
Services Used
Google Ads Management
Full Account Rebuild
Conversion Tracking and Call Attribution
Negative Keyword Strategy
Device-Segmented Campaign Structure
About Innovative Garage Flooring
Innovative Garage Flooring is a concrete floor coating company based in Blaine, Minnesota, serving the greater Minneapolis area and western Wisconsin. Their certified installation team specializes in full flake and partial flake epoxy, polyaspartic coatings, polished concrete, and grind and seal systems for residential garages and basements as well as commercial and industrial facilities, from warehouses and auto shops to healthcare and food and beverage spaces. Backed by premium materials and one of the strongest warranties in the business, they’ve built a reputation across the Twin Cities for durable, detail-driven installations.
For a home services business like garage floor coating, Google Ads lives or dies on lead quality. A homeowner ready for an estimate is worth everything. A click from someone browsing DIY epoxy kits is worth nothing. When Innovative Garage Flooring came to Funnel Boost Media, that distinction was the whole problem: their previous marketing company was delivering what the owner described as junk leads, and the account behind them explained why.
The Challenge
The audit of the previous agency’s account revealed a structure that made quality lead generation nearly impossible. Seven campaigns ran simultaneously with more than 1,400 keywords spread across them, nearly all phrase match. One ad group alone contained 904 keywords. At that scale, ads cannot stay relevant to the search, phrase match pulls in a flood of loosely related queries, and there is no meaningful control over what triggers or what it costs. The account’s 2.79% clickthrough rate reflected exactly that: generic ads served to everyone, compelling to no one.
The campaigns also overlapped and competed against each other, with duplicate residential and commercial campaigns running side by side. Bid strategies were inconsistent, including a Target CPA campaign optimizing against broken conversion data. Every phone call conversion action in the account was misconfigured, meaning phone leads, the lifeblood of a home services business, were never counted and never optimized for.
They Also Faced:
- One ad group stuffed with 904 phrase match keywords
- Seven overlapping campaigns bidding against each other
- Every phone call conversion misconfigured, leaving call leads invisible
- Lead counting limited to a single Google Analytics form event
- Location targeting set to “Presence or Interest” on some campaigns
- Mixed bid strategies with automated bidding fed by broken conversion data
The condition of the account led to a decisive call: rather than untangle it, Funnel Boost Media rebuilt from zero in a brand new account, giving up all accumulated history in exchange for a clean foundation.
The Solution
Funnel Boost Media built a new Google Ads account around a simple premise: fewer, better keywords, accurate tracking for every lead type, and full manual control. Instead of 1,400+ phrase match keywords, the new account runs 25 exact match keywords. Instead of one form event, every call, form fill, and chat is tracked and verified.
Services We Provided
Full Account Rebuild
We replaced seven overlapping campaigns with four purpose-built ones: General Garage Floor and Epoxy campaigns and Polyaspartic/Polyurea campaigns, each split by device. Every campaign contains a single tightly themed ad group with five to seven exact match keywords, so each ad speaks directly to the search that triggered it and every dollar maps to a known, high-intent query. Location targeting was set to Presence only across the board, serving ads exclusively to people in the Minneapolis-area markets the company actually installs in.
Conversion Tracking and Call Attribution
Where the previous account counted only a Google Analytics form event and left every phone call invisible, the new account tracks the full picture: calls from ads, first-time phone calls from the website, form submissions through a native Google tag, and website chat leads. Every counted lead is verified and deduplicated. For the first time, the client can see exactly which campaigns and keywords make the phone ring.
Manual Bidding Strategy
All four campaigns run on Manual CPC, giving us direct control over what each click is worth rather than handing bids to automation trained on bad data. Average CPC rose from $4.91 under the old account to $12.01, a deliberate trade: paying more for exact match, high-intent searches and converting them at more than triple the rate.
Negative Keyword Strategy
A comprehensive negative keyword build filters out the DIY searches, product shoppers, and irrelevant queries that flooded the old phrase match structure. Combined with exact match targeting, spend stays concentrated on homeowners and businesses actively looking for professional installation.
The Result
The comparison is as direct as it gets: the same March 25 through July 8 window, one year apart, on nearly identical budgets. Under the previous agency in 2025, the account spent $10,769.70 to generate 73 reported leads, counted through a single form event with all phone calls untracked, at a 3.33% conversion rate and $147.53 per lead.
In the same window in 2026, the new account spent $10,267.13 and generated 93 verified leads across calls, forms, and chats, at a 10.90% conversion rate and $110.39 per lead. Clickthrough rate more than quadrupled, from 2.79% to 11.92%.
Conversion Rate
Lower Cost Per Lead
Average CTR Across Campaigns
A Foundation Built on Verified Leads
With 25 exact match keywords doing the work 1,400 could not, full visibility into every call, form, and chat, and manual control over every bid, Innovative Garage Flooring now runs a Google Ads program where every reported lead is real. The account outperformed its predecessor on the same budget in its very first year, without the benefit of any account history, and is positioned to compound those gains as data accumulates. Ongoing search term refinement and seasonal budget strategy will continue to drive growth in the seasons ahead.
Cost Per Lead
March 25 – July 8, on nearly identical budgets
Conversion Rate
March 25 – July 8, on nearly identical budgets
Cost Per Lead
March 25 – July 8, on nearly identical budgets
Conversion Rate
March 25 – July 8, on nearly identical budgets
Contact Funnel Boost Media today to learn how we can help drive your business growth through effective digital marketing strategies.
Free Marketing Consultation