Three options. Only one actually works for your business.
You're a specialist coating, but Google groups you with tilers and concreters
Epoxy flooring is a specialist coating trade lost in a search market that lumps you in with tilers, concreters and flooring installers. The customer Googles 'warehouse floor [suburb]' or 'garage floor [suburb]' and the top results are concreters offering a $80/m² plain pour with a sealer, tilers offering a $120/m² porcelain install, and generic 'flooring' shops that don't know the difference between water-based and 100%-solids epoxy. The genuine specialist (twelve years on Sika, BASF and Mapei, fully tooled-up for solid, decorative metallic, flake, quartz, anti-slip safety, self-levelling, UV-cured and polished-concrete, Epoxy Flooring Industry Federation membership and Concrete Coatings Association of Australia credentials, HACCP food-grade certified) sits on page two. The market splits five ways: standard residential garage at $50-$200/m², decorative metallic and flake at $80-$300/m², commercial-warehouse and showroom at $80-$250/m², heritage-and-specialty restoration at $200-$500/m², plus the major-rebuild tier at $25K-$120K. Each is a different customer (the warehouse-and-factory facility manager has nothing in common with the home-gym homeowner), a different product spec, a different ad. Meanwhile the AS 1428.1 disability access, AS 4773 masonry, HACCP food-safety certification for food-processing plants, the abattoir-and-cold-storage compliance, the Modern Slavery Act sourcing and the Working-at-Heights endorsements never make it onto the website that the project engineer is actually checking.
Good epoxy-flooring marketing is three things kept separate from tilers and concreters. A product-and-application service hub: a residential garage page for the $50-$200/m² solid-colour customer, a decorative metallic and flake page for the $80-$300/m² home-gym, entryway and patio upsell, a commercial showroom and retail page for the $80-$250/m² fit-out market, an industrial warehouse and factory page for the $80-$250/m² high-traffic durable spec, a HACCP food-grade page for the abattoir, food-processing, cold-storage and commercial-kitchen tier at $200-$500/m². Each one with the manufacturer brands (Sika, BASF, Mapei, Tremco, Pidilite, Sherwin-Williams, Dulux, Resene, Wattyl) named and the right system per application explained. A suburb-page library so 'warehouse floor coating [suburb]' lands on the industrial page and 'garage epoxy [suburb]' lands on the residential decorative page. And a facility-manager-and-project-engineer pitch page with the Epoxy Flooring Industry Federation, Concrete Coatings Association of Australia membership, AS 1428.1 + AS 4773 + AS 4982 + AS 4986 compliance, HACCP food-safety certification and $20m public liability shown, so the warehouse fit-out enquiry lands on a page that converts. Get this right and the tiler and concreter 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 three customer splits that actually pay: industrial (warehouse, factory, workshop, hangar, abattoir, food-processing) at $80-$250/m², commercial (showroom, retail, restaurant, hospital) at $80-$300/m², and residential (garage, home-gym, entryway, patio) at $50-$200/m² standard plus $80-$300/m² decorative. Briefs the other agents so the industrial warehouse work, the decorative residential metallic-and-flake work, the commercial showroom fit-outs and the HACCP food-grade specialty each get their own keyword set and landing page rather than fighting for a generic 'epoxy flooring' positioning.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and ships a clean product-and-application structure (residential garage / decorative metallic and flake / commercial showroom / industrial warehouse / HACCP food-grade specialty) instead of one generic 'epoxy flooring' page. Spins up a new suburb application page in five minutes every time you start covering a new postcode, with the Epoxy Flooring Industry Federation, Concrete Coatings Association of Australia membership and AS 1428.1 + AS 4773 + AS 4982 compliance front and centre. To your live site in two taps.
Goes through your live site for the things that actually move epoxy-installer rankings: 'warehouse floor coating [suburb]', 'garage epoxy [suburb]', 'decorative metallic floor [suburb]' and 'HACCP food-grade flooring [suburb]' on separate H1s so the applications don't cannibalise each other or get eaten by the tiler-and-concreter mob, epoxy-flooring schema with brand-and-system markup (Sika 100%-solids, BASF self-levelling, Mapei polyurethane topcoat) and HACCP food-safety markup, internal links from suburbs into the right application page, and a Google Business Profile reconfigured as a genuine epoxy specialist not a generic 'flooring contractor'. Auto-applies the low-risk fixes.
Launches separate Google Ads campaigns per application: residential garage ads at the volume-end CPC, decorative metallic and flake ads at a higher bid with the home-gym-and-showroom hook, industrial warehouse ads aimed at the facility-manager and project-engineer buyer, HACCP food-grade ads at the specialist tier for abattoir-and-cold-storage. Drops broad 'epoxy [city]' bids entirely (tiler-and-concreter bait). Switches Meta on only for decorative metallic and residential garage, which sell visually.
Turns every job into a post in your real accounts: a Wetherill Park warehouse 100%-solids pour, a Vaucluse home-gym metallic-and-flake garage, a Macquarie Park HACCP food-processing plant, a Surry Hills commercial showroom flake floor. Builds the primer-prep and HACCP-compliance credibility that wins the facility manager choosing between you and a concreter with a sealer. You upload one photo per job (from the slab), the agent drafts the caption with the system, the manufacturer brand and the AS standard named, you approve.
Drafts the long-form pieces facility managers, homeowners and project engineers Google before they spec an epoxy floor: '100%-solids vs water-based vs self-levelling: which system for which application', 'how much does a warehouse floor coating cost per square metre in [your city] 2026', 'HACCP food-grade flooring spec for abattoir and cold-storage plants', 'decorative metallic vs flake vs quartz: which finish for a residential garage'. Two drafts a month, in your voice, that pull facility managers and homeowners onto your site weeks before they tender.
Your first 30 days.
- Annual plan tilted to the three splits that actually pay: industrial (warehouse, factory, workshop, hangar, abattoir, food-processing) $80-$250/m², commercial (showroom, retail, restaurant, hospital) $80-$300/m², residential (garage, home-gym, entryway, patio) $50-$200/m² standard plus $80-$300/m² decorative upsell, plus major-rebuild tier $25K-$120K
- Product-and-application site structure live: residential garage, decorative metallic and flake, commercial showroom, industrial warehouse, HACCP food-grade specialty
- Google Business Profile rebuilt from 'Flooring Contractor' to 'Epoxy Flooring' specialist as a 14 to 18 postcode service-area business with 24-item service list, Epoxy Flooring Industry Federation, Concrete Coatings Association of Australia and Australian Concrete Repair Association membership in the description
- AS 1428.1 disability access, AS 4773 masonry, AS 1170 wind-load, AS 4982 + AS 4986 + AS 4987 + AS 4988 + AS 4989 + AS 4990 standards, HACCP food-safety, Modern Slavery Act sourcing, Workcover and Working-at-Heights compliance wired into every service page footer
- Suburb application pages indexed across your three highest-value postcodes for warehouse-coating and decorative-garage, with separate pages for HACCP food-grade in the industrial precincts
- Sika, BASF, Mapei, Tremco, Pidilite, Sherwin-Williams, Dulux, Resene and Wattyl manufacturer-and-system relationships named in the trust strip on each application page, with brand-specific training credentials shown
- Application-split Google Ads live (residential garage at volume CPC, decorative metallic at a higher upsell CPC, industrial warehouse aimed at the facility manager, HACCP food-grade at specialist tier, commercial showroom at fit-out CPC)
- Epoxy-flooring schema deployed with system-and-brand, AS 4982 abattoir-and-cold-storage and HACCP food-safety markup
- Slab-prep-and-pour caption library running three times a week with the system, manufacturer brand, AS standard and HACCP-or-Concrete Coatings Association of Australia credential named in every post
- '100%-solids vs water-based vs self-levelling: which system for which application', 'How much does a warehouse floor coating cost per square metre in [your city]' and 'HACCP food-grade flooring spec for abattoir and cold-storage plants' explainers drafted for approval
Epoxy installers lose to the tiler-and-concreter mob not on workmanship, but on visibility. A specialist with twelve years on Sika 100%-solids, BASF self-levelling and Mapei polyurethane, Epoxy Flooring Industry Federation and Concrete Coatings Association of Australia membership, AS 4982 abattoir-and-cold-storage compliance and HACCP food-safety certification is invisible to the facility manager planning a warehouse coating if the first Google result is a concreter offering a $40/m² polyurethane sealer that'll fail in eighteen months. Owning that visibility per application, in every postcode the truck covers, is the only marketing that lifts you off the residential-garage commodity end and onto the warehouse-and-HACCP tier where the margin actually lives.
Agencies are too dear to actually ship the product-and-application site, the suburb-page library and the facility-manager outreach for $3.5k a month. DIY tools are cheap but you write the captions from the warehouse at 7pm with 100%-solids on your boots and the HACCP food-grade landing page never gets built. In-House is the third option: for $299 a month the agents ship the pages, launch the application-split ads, post the primer-and-pour jobs, and brief the commercial facility managers and project engineers for the warehouse call list. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the $250/m² warehouse to the concreter with a sealer.