Three options. Only one actually works for your business.
You're a commercial specialist, but Google groups you with the residential painter mob
Commercial painting is a specialist B2B trade trapped in a search market dominated by residential painters. The customer (a facility manager, a project manager, a government procurement officer, a body-corporate strata manager, a school business manager) Googles 'commercial painter [city]' and the top results are residential house painters who'll 'also do commercial', meaning they'll quote your $400k tender at $40/m² and get fired in week two when they can't handle the scaffolding-and-EWP and Working-at-Heights compliance. The genuine commercial specialist (twelve years on multi-story, scaffolding-and-EWP rated, full Master Painters Australia membership, Painting Contractors Association credentials, $20m public liability, AS 2311 painting standard compliance, AS 4961 scaffolding and AS 4854 EWP, lead-paint-and-asbestos removal endorsements) sits on page two. The market splits five ways: standard commercial office and retail at $25-$80/m², heritage-and-specialty at $80-$300/m², commercial-warehouse and factory at $5K-$25K, major-commercial-and-government at $80K-$500K, and the multi-story high-rise tower-block tier at $200K-$2M per project. Each is a different customer (the government procurement officer has nothing in common with the body-corporate strata manager, who has nothing in common with the hospital facility manager), a different keyword, a different tender process. Meanwhile the EWP and scaffolding rating, the lead-paint-and-asbestos removal endorsements, the Working-at-Heights compliance, the AS 2311 + AS 4961 + AS 4854 standards and the Master Painters Australia and Painting Contractors Association membership never make it onto the website that the procurement officer is actually checking.
Good commercial-painter marketing is three things kept separate from the residential mob. A project-type service hub: an office fit-out page for the $25-$80/m² CBD tenant-improvement market, a warehouse and factory page for the industrial repaint customer, a hospital-and-school page for the health-and-education sector (with the lead-paint-removal, infection-control coating and after-hours work shown), a government-and-civic page for the multi-tender procurement process, a high-rise multi-story tower-block page for the $200K-$2M premium tier with EWP and scaffolding shown. Each one with the manufacturer brands (Dulux, Wattyl, Haymes, Resene, Solver, Berger, Pascol, Tradesman, Bristol, Murobond, British Paints, Beach-and-Bay, Inspirations Paints) named and the right system per project explained. A CBD-precinct and industrial-zone page library so 'office fit-out painter [precinct]' lands on the office page and 'warehouse painter [industrial zone]' lands on the industrial page. And a facility-manager-and-procurement-officer tender-response page with Master Painters Australia, Painting Contractors Association membership, AS 2311 + AS 4961 + AS 4854 + AS 4961 compliance, lead-paint-and-asbestos removal endorsements, $20m public liability and a downloadable tender-response template. Get this right and the residential painter bids stop being your competition.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the five customer splits that actually pay: standard commercial office and retail at $25-$80/m², heritage-and-specialty at $80-$300/m², commercial-warehouse and factory at $5K-$25K, major-commercial-and-government at $80K-$500K, and multi-story high-rise tower-block at $200K-$2M. Briefs the other agents so the office fit-out work, the warehouse and factory work, the hospital-and-school and government-and-civic tenders, and the multi-story high-rise specialty each get their own keyword set and landing page rather than fighting for a generic 'commercial painter' positioning.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and ships a clean project-type structure (office fit-out / warehouse and factory / hospital-and-school / government-and-civic / multi-story high-rise tower-block) instead of one generic 'commercial painting' page. Spins up a new CBD-precinct page in five minutes every time you start covering a new zone, with the Master Painters Australia and Painting Contractors Association membership, EWP-and-scaffolding rating and AS 2311 + AS 4961 + AS 4854 compliance front and centre. To your live site in two taps.
Goes through your live site for the things that actually move commercial-painter rankings: 'commercial painter [city]', 'office fit-out painter [precinct]', 'warehouse painter [industrial zone]', 'multi-story painter [city]' and 'government painter [city]' on separate H1s so the project types don't cannibalise each other or get eaten by the residential painter mob, commercial-painter schema with AS 2311, AS 4961 scaffolding, AS 4854 EWP and lead-paint-and-asbestos markup, internal links from precincts into the right project-type page, and a Google Business Profile reconfigured from 'House Painter' to 'Commercial Painter' so you stop bleeding residential leads and start ranking for commercial. Auto-applies the low-risk fixes.
Launches separate Google Ads campaigns per project type: office fit-out ads aimed at the CBD tenant-improvement project manager, warehouse and factory ads at industrial facility managers, hospital-and-school ads at health-and-education business managers, government-and-civic ads at procurement officers (with the tender-response template link), multi-story high-rise ads at the body-corporate strata and asset-manager tier. Drops broad 'painter [city]' bids entirely (residential bait). Switches LinkedIn on for the office fit-out and government-and-civic tiers, which sell better there than on Meta.
Turns every job into a post in your real accounts: a Sydney CBD tower occupied refresh, a Parramatta hospital infection-control repaint, a Macquarie Park multi-story strata tower, a Wetherill Park warehouse industrial repaint, a Canberra civic-building government tender win. Builds the EWP-and-scaffolding and AS-compliance credibility that wins the facility manager choosing between you and a residential painter 'also doing commercial'. You upload one photo per job (from the EWP or scaffold), the agent drafts the caption with the project type, the manufacturer brand, the AS standard and the lead-paint-or-asbestos compliance named, you approve.
Drafts the long-form pieces facility managers, project managers and procurement officers Google before they spec a commercial repaint: 'how much does a CBD office fit-out repaint cost per square metre in [your city] 2026', 'occupied tenant repaint: how to manage the after-hours scope', 'hospital infection-control coating spec for ward repaints', 'multi-story high-rise repaint: EWP and scaffolding requirements explained', 'lead-paint and asbestos removal in a school repaint: SafeWork compliance walkthrough'. Two drafts a month, in your voice, that pull facility managers and procurement officers onto your site weeks before they tender.
Your first 30 days.
- Annual plan tilted to the five splits that actually pay: standard commercial office and retail $25-$80/m², heritage-and-specialty $80-$300/m², commercial-warehouse and factory $5K-$25K, major-commercial-and-government $80K-$500K, multi-story high-rise tower-block $200K-$2M
- Project-type site structure live: office fit-out, warehouse and factory, hospital-and-school, government-and-civic, multi-story high-rise tower-block, with heritage and sustainability as cross-cutting specialty pages
- Google Business Profile rebuilt from 'House Painter' to 'Commercial Painter' as a 14 to 18 precinct service-area business with 25-item project-type service list, Master Painters Australia, Painting Contractors Association and Painters and Decorators Association of Australia membership in the description
- AS 2311 painting standard, AS 1170 wind-load, AS 4773 masonry, AS 4961 scaffolding, AS 4854 EWP plus Workcover, Working-at-Heights, lead-paint and asbestos-removal compliance wired into every project-type page footer
- CBD-precinct pages indexed across your three highest-value precincts for office fit-out, with separate warehouse-painter pages for your three closest industrial zones
- Dulux Professional, Wattyl, Haymes, Resene, Solver, Berger, Pascol, Bristol, Murobond and British Paints manufacturer-and-system relationships named in the trust strip on each project-type page
- Project-split Google Ads live (office fit-out aimed at CBD tenant-improvement project managers, warehouse aimed at industrial facility managers, hospital-and-school at health-and-education business managers, government-and-civic at procurement officers with tender-response template, multi-story high-rise at strata and asset managers)
- Commercial-painter schema deployed with AS 2311 painting, AS 4961 scaffolding, AS 4854 EWP and lead-paint-and-asbestos markup
- EWP-and-scaffold caption library running three times a week with the project type, manufacturer brand, AS standard and lead-paint-or-asbestos compliance named in every post
- 'How much does a CBD office fit-out repaint cost per square metre', 'Multi-story high-rise repaint: EWP and scaffolding requirements explained' and 'Hospital infection-control coating spec for ward repaints' explainers drafted for approval
Commercial painters lose to the residential mob not on workmanship, but on visibility. A specialist with twelve years on multi-story repaints, full EWP-and-scaffolding rating, Master Painters Australia and Painting Contractors Association membership, AS 2311 + AS 4961 + AS 4854 compliance, lead-paint-and-asbestos removal endorsements and $20m public liability is invisible to the facility manager planning a $400k tower-block tender if the first Google result is a residential mob 'also doing commercial'. Owning that visibility per project type, in every CBD precinct and industrial zone you cover, is the only marketing that lifts you off the $25/m² commodity-office end and onto the multi-story high-rise tower-block tier where the margin actually lives.
Agencies are too dear to actually ship the project-type site, the precinct-page library and the facility-manager outreach for $3.5k a month. DIY tools are cheap but you write the captions from the EWP at 7pm with Dulux Acratex on your sleeves and the multi-story tender-response landing page never gets built. In-House is the third option: for $299 a month the agents ship the pages, launch the project-split ads, post the EWP-and-scaffold jobs, and brief the commercial facility managers and government procurement officers for the call list. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the $2M tower-block tender to a residential mob with a Camry.