Garage Force Case Study: $6,387 in Meta Ads Turned Into $135,680 in Revenue (21x ROAS)

Most home service franchise owners are told the same thing: run Google Ads, buy leads from HomeAdvisor, and pray the phone rings. And for a while, maybe that works. You get some leads. You close a few jobs. But you never really feel like you're in control of your pipeline.

Then you look at the numbers and realize you're spending $150 to $300 per lead on Google for epoxy flooring and garage coating jobs. At those prices, you need to close a huge percentage just to break even.

What if you could generate leads for under $25 each, and turn every $1 in ad spend into $21 in closed revenue?

That's not a hypothetical. That's exactly what happened when Garage Force partnered with Cadence to run Meta ads across three franchise locations. In this case study, we're pulling back the curtain on the real numbers, the strategy, and the lessons any home service franchise can steal.

Why Epoxy Flooring Is a Perfect Fit for Meta Ads

Before we get into the numbers, it's worth understanding why garage coating and epoxy flooring marketing works so well on Facebook and Instagram. Because the "why" is what makes these results repeatable.

It's a High-Ticket, Visual Service

The average Garage Force job closes at roughly $4,523. That's a premium service with premium margins. It means you don't need to close hundreds of deals a month to have a great business. You need a handful.

And here's the kicker - epoxy flooring is one of the most visually dramatic transformations in all of home services. A dingy, cracked, oil-stained concrete floor becomes a showroom-quality surface in a single day. That before-and-after is scroll-stopping content. It practically sells itself on a visual platform like Instagram or Facebook.

Homeowners Don't Know They Want It (Yet)

Most people aren't Googling "epoxy garage floor near me" on a random Tuesday. They don't know the service exists, or they've never considered it for their own home.

But when they see a video of a garage floor transformation in their neighborhood? Suddenly they're thinking, "Wait, I could do that?" That's the power of demand creation versus demand capture. Meta ads let you put your work in front of homeowners who didn't even know they wanted a new garage floor five minutes ago.

You Can Target the Exact Right Homeowner

Meta's targeting lets you get specific. We're talking homeowners in specific ZIP codes, with household incomes that match your price point, who are interested in home improvement. You're not wasting money showing ads to renters or people who can't afford a $4,500 garage upgrade.

This combination - high ticket value, visual product, and precise targeting - is why garage coating franchise advertising on Meta consistently outperforms other paid channels for this niche.

The Garage Force Numbers: Full Breakdown

Let's start with the high-level numbers across all three Garage Force locations managed by Cadence.

Metric	Result
Total Ad Spend	$6,387
Closed Revenue	$135,680
Total Leads	297
Closed/Installed Jobs	30
Overall ROAS	21.24x
Average Job Value	~$4,523
Average Cost Per Lead	<$25

Read that again. Every single dollar spent on ads returned over $21 in closed, installed revenue. Not quoted revenue. Not "pipeline" revenue. Actual completed jobs that generated real income.

And the average cost per lead stayed under $25 across every market. At a $4,523 average job value, that means one single closed deal pays for months of ad spend. The math on Meta ads for home service franchises doesn't just work - it's wildly profitable when done right.

Now let's break down each market.

SE Valley, Phoenix: The Flagship Market

The SE Valley, Phoenix location was the first Garage Force franchise we brought onto Meta ads, and it ran from September 2025 through March 2026. This is the market with the most data, the most optimization, and the most jaw-dropping results.

Metric	SE Valley, Phoenix
Campaign Duration	Sep 2025 - Mar 2026
Total Ad Spend	$5,358
Closed Revenue	$130,174
Total Leads	223
Closed/Installed Jobs	28
Cost Per Lead	$24.03
ROAS	24.29x

Let that sink in. $5,358 in ad spend produced $130,174 in closed revenue. That's a 24.29x return.

What Made Phoenix Work So Well

Phoenix is a near-perfect market for epoxy flooring. You've got a massive concentration of homeowners with attached garages, a population that cares about home aesthetics, and weather conditions that make garage coating both practical and desirable.

But the market alone doesn't explain a 24x ROAS. Here's what the strategy looked like:

• Hyper-local targeting focused on specific high-income neighborhoods in the SE Valley where homes were 5-15 years old (old enough to have worn-down garage floors, new enough that homeowners still invest in upgrades)
• Before-and-after creative that showcased real Garage Force SE Valley projects, not stock photos
• Lead form optimization that qualified prospects before they hit the sales team, filtering out renters and tire-kickers
• Fast follow-up - leads were contacted within minutes, not hours or days

The 28 closed jobs from 223 leads represents a 12.6% close rate from ad lead to installed job. That's strong, and it speaks to both the quality of the leads and the Garage Force team's ability to convert them.

The Compounding Effect

One thing that doesn't show up in a simple data table is the compounding effect of running Meta ads over seven months. By month three, the algorithm had enough conversion data to get smarter about who it showed ads to. By month five, cost per lead was trending down while lead quality was trending up.

This is why we tell franchise owners: the best time to start was three months ago. Meta's algorithm needs data to optimize, and the longer you run, the better your results get.

Central Arkansas: Early Momentum in a New Market

The Central Arkansas location launched on March 1, 2026. By March 19, here's what the first 19 days looked like:

Metric	Central Arkansas
Campaign Duration	Mar 1-19, 2026
Total Ad Spend	$613
Closed Revenue	$2,906
Total Leads	53
Closed/Installed Jobs	1
Cost Per Lead	$11.56
ROAS	4.74x

Reading These Numbers Correctly

At first glance, a 4.74x ROAS might seem modest compared to Phoenix. But context matters enormously here.

This market was 19 days old. The algorithm was still in learning phase. The sales team was still getting used to the lead flow. And despite all of that, the location generated 53 leads in under three weeks at $11.56 per lead.

That $11.56 cost per lead is remarkable. To put it in perspective, most home service businesses are thrilled to get leads under $50 on Meta. Garage coating leads on Google Ads typically run $80 to $200+. This location was generating qualified interest at a fraction of those costs.

The one closed job already covered nearly 5x the total ad spend. And here's the thing about a pipeline of 53 leads: those leads don't expire after 19 days. Many of them are still in the sales process, getting quotes, scheduling consultations. The revenue number for this market will continue to climb long after the initial ad spend.

Why Arkansas Launched Hot

Low cost per lead markets often share a few traits: less competition from other advertisers, a homeowner population that's highly engaged on Facebook, and lower CPMs (cost per thousand impressions). Central Arkansas checked all three boxes.

This is also why Meta ads for home service franchises are so powerful for expansion. You can test a new market with a few hundred dollars and know within two to three weeks whether it's viable.

Alpharetta, Georgia: Strong Signals From Day One

Alpharetta, just north of Atlanta, launched on the same timeline as Arkansas. Here's the first 19 days:

Metric	Alpharetta, GA
Campaign Duration	Mar 1-19, 2026
Total Ad Spend	$416
Closed Revenue	$2,600
Total Leads	21
Closed/Installed Jobs	1
Cost Per Lead	$19.80
ROAS	6.25x

What Stands Out Here

Alpharetta is an affluent suburban market with high household incomes and a lot of newer homes with large garages. The $19.80 cost per lead is well within the profitable range for a service with a $4,500+ average job value.

The 6.25x ROAS in the first 19 days - again, with only one closed job - already shows this market is working. Like Arkansas, there's a pipeline of 20 additional leads still moving through the sales process.

What's particularly encouraging is the lead quality signal. In a high-income market like Alpharetta, the homeowners filling out lead forms tend to be serious buyers. They have the budget, they care about their home's appearance, and they're the exact demographic that pays for premium garage coatings.

The Bigger Picture for Multi-Location Franchises

When you look at all three markets together, the pattern is clear:

• Mature market (Phoenix): 24x ROAS, 223 leads, $130K+ revenue
• New market (Arkansas): 53 leads in 19 days, $11.56/lead
• New market (Alpharetta): 6.25x ROAS before the pipeline even matures

This is what a scalable paid advertising system looks like for a franchise. You prove it in one market, then replicate the playbook across new locations. Each new location starts generating leads immediately, and the numbers improve as the algorithm learns and the sales team gets dialed in.

The Strategy Behind the Results

Numbers are great. But you're probably wondering how we actually got these results. Here's the playbook we used for Garage Force - and the same approach we'd recommend for any garage coating franchise advertising or home service business running Meta ads.

1. Creative That Stops the Scroll

In epoxy flooring marketing, your creative is your entire sales pitch. A homeowner scrolling through Facebook doesn't care about your years of experience or your warranty terms. They care about what their garage could look like.

Here's what worked:

• Before-and-after video content showing the full transformation in 15-30 seconds
• Photo carousels with multiple angles of completed projects
• Local proof - mentioning the specific city or neighborhood in the ad copy ("See what we just did for a homeowner in Gilbert, AZ")
• Clean, simple ad copy focused on the outcome: "Transform your garage floor in just one day"

The key insight is that real project photos always outperform stock images. Every Garage Force location had its own library of completed projects, and we used those as the foundation for all creative. When a homeowner in Alpharetta sees a garage that looks like it could be in their neighborhood, the response rate jumps.

2. Targeting Homeowners With Precision

For each market, we built targeting around three core layers:

• Geographic: Specific ZIP codes and radius targeting around the service area
• Demographic: Homeowners (not renters), age 30-65, household income aligned with the service price point
• Interest-based: Home improvement, real estate, interior design, DIY, home renovation

We also used lookalike audiences built from the franchise's existing customer list. Meta's algorithm is incredibly good at finding people who resemble your best customers. Once we had enough conversion data (usually after 20-30 leads), the lookalike audiences became our best-performing targeting layer.

3. Lead Forms That Qualify, Not Just Collect

Not all leads are created equal. A form that just asks for a name and phone number will generate a ton of leads - but half of them will be renters, people outside the service area, or folks who clicked by accident.

We used higher-intent lead forms that included qualifying questions:

• Do you own your home?
• What's the approximate size of your garage?
• When are you looking to get this done?

This added a small amount of friction, which is actually a good thing. It filtered out low-quality leads and ensured the Garage Force sales team was spending their time on real prospects. The result: better close rates and less wasted time.

4. Speed to Lead

This is where most home service businesses leave money on the table. You can generate the best leads in the world, but if you take 6 hours to call them back, you've already lost.

Our system was built around sub-5-minute response times. When a lead came in, the Garage Force team was notified immediately and trained to call back within minutes.

Why does this matter so much? Because a homeowner who just filled out a lead form is at peak interest. They're thinking about their garage right now. If you call them in 3 minutes, you catch them while they're still excited. If you call them tomorrow, they've already forgotten why they filled out the form, or worse, they've heard from a competitor who was faster.

Speed to lead is the single biggest factor that separates businesses with high close rates from businesses that complain about "bad leads."

5. Retargeting to Stay Top of Mind

Not everyone converts on the first touch. Many of the leads that eventually became closed jobs had seen multiple ads over days or weeks before they filled out the form.

We ran retargeting campaigns that showed new creative to people who had:

• Watched 50% or more of a video ad
• Visited the Garage Force website
• Engaged with previous ads but didn't convert

This retargeting layer is relatively inexpensive (because the audience is small and highly qualified) and it dramatically improves conversion rates over time. It's also why the Phoenix numbers improved month over month - the retargeting pool kept growing, and those warm prospects kept converting.

Why 21x ROAS Is Possible in This Niche

If you come from a world of ecommerce or SaaS marketing, a 21x ROAS might sound unbelievable. In those industries, a 3x to 5x ROAS is considered excellent. So how does a home service franchise hit 21x?

High Ticket Value Changes Everything

When your average job is $4,523, you don't need a high volume of closes to generate massive revenue. If you're paying $24 per lead and closing 12% of those leads, your effective cost per acquisition is around $200. That's $200 to acquire a $4,523 job. The math is outrageously favorable.

Compare that to ecommerce, where the average order might be $50-$100. To get a 21x return on a $50 product, you'd need to spend less than $2.50 per acquisition. That's nearly impossible. But in home services? The high ticket value gives you enormous room.

Low Competition on Meta

Here's a secret most garage coating franchise owners don't realize: your competitors aren't running Meta ads well. Many of them aren't running Meta ads at all. They're all fighting over Google Ads, where costs are high and climbing.

Meta is still relatively under-utilized in the epoxy flooring and garage coating space. That means lower CPMs, cheaper clicks, and less auction competition. You're essentially fishing in a pond where nobody else is casting a line.

The Product Sells Visually

Some home services are hard to advertise visually. How do you make ductwork exciting? How do you show off a plumbing repair?

Garage floor coatings are the opposite. The transformation is dramatic, beautiful, and immediately understandable. A homeowner sees a before-and-after and instantly gets it. No explanation needed. No long sales copy required. The visual does the heavy lifting.

This visual advantage means higher engagement rates, lower cost per click, and higher conversion rates compared to less visual services running the exact same type of campaign.

Homeowner Targeting Is Precise

Meta's homeowner targeting filters ensure your ads reach people who actually own homes and can make purchasing decisions. You're not wasting impressions on renters or apartment dwellers who can't use your service. This targeting precision keeps your cost per qualified lead low.

Lessons Any Home Service Business Can Steal

You don't need to be in the epoxy flooring business to apply what worked here. These principles apply to any high-ticket home service: roofing, HVAC, windows, kitchen remodeling, painting, landscaping, you name it.

1. Math First, Feelings Second

Before you spend a dollar on ads, know your numbers. What's your average job value? What close rate can your sales team hit? What's the maximum you can pay per lead and still be profitable?

For Garage Force, the math was simple: a $4,523 average job meant even a $100 lead was wildly profitable. Most home service businesses have similarly favorable economics but never take the time to calculate their allowable cost per acquisition. Do the math. It will change how you think about ad spend.

2. Invest in Creative, Not Just Campaigns

Your ads are only as good as your creative. Spend time capturing great before-and-after content, video walkthroughs, and customer testimonials. This is especially true for visual services, but it applies everywhere.

A roofing company with drone footage of completed projects will outperform a roofing company running stock photos every single time. Same for HVAC, painting, or any trade where you can show the result.

3. Fix Your Follow-Up Before You Scale

If your team can't respond to a lead within 5 minutes, you're not ready to scale your ad spend. Speed to lead is the multiplier. Everything else - targeting, creative, budget - means nothing if leads sit for hours before getting a call.

Build the follow-up system first. Then turn on the ads.

4. Give New Markets Time

The Arkansas and Alpharetta data show something important: new markets generate leads immediately, but close rates take time. The algorithm needs data to optimize. Your sales team needs reps with Meta-sourced leads. The full revenue picture reveals itself over 60-90 days, not 19.

If you launch in a new market and don't see a 20x ROAS in the first three weeks, that doesn't mean it's not working. Look at leading indicators like cost per lead and lead volume. The revenue follows.

5. Stack Your Wins Across Locations

The franchise model is perfectly built for this approach. Prove the system in one location, then replicate it. Each new location benefits from the creative learnings, targeting insights, and process improvements from the markets before it.

Garage Force SE Valley was the testing ground. By the time we launched Arkansas and Alpharetta, the playbook was already proven. That's why both new markets started generating leads at low costs from day one.