Helping Industrial Resin Flooring Hit £2.2m With SEO & Google Ads
Industrial Resin Flooring had a big goal: reach £2.2 million in revenue. Getting there meant winning more large commercial and industrial contracts from businesses they hadn’t worked with before. This case study shows how SEO, Google Ads lead generation and a stronger website helped them do it.
Project Summary
Industrial Resin Flooring is a UK flooring contractor with over 25 years in the trade. Their team installs epoxy, polyurethane, polyaspartic and MMA systems for industrial and commercial clients, from food production and pharmaceutical sites to healthcare, data centres and logistics.
About Client
Client: Industrial Resin Flooring
Industry: Industrial Flooring Contractor
The Team
Ben
Will
Sophie
Project Results
Industrial Resin Flooring now relies on marketing for a far bigger share of its work. New enquiries from search led to several contracts worth £50,000 to £100,000 or more, the biggest worth £350,000, and those wins were a key part of the business reaching £2.2 million.
The Numbers
£350k
biggest single contract from new leads
£50k+
value of several major projects won
5.5x
monthly visitors from Google, 90 to 495
540
keywords ranking, from 163
The Problem
Before working with us, marketing accounted for only around 5% of Industrial Resin Flooring’s revenue. The team had the skills to deliver large, complex floors, but they weren’t reaching enough of the new businesses that needed them.
With a £2.2 million target set, the aim was clear: win more sizeable industrial and commercial contracts, rather than small jobs that take up quoting time without paying back.
The difficulty was that every buyer starts from a different place. A facilities manager might want a contractor near their site, a specifier might need a particular type of floor, and a food or pharmaceutical business might want someone who understands their regulations. Each of those starts with a different search, and a general website can’t answer them all.
The Solution
We shaped the website around the three things Industrial Resin Flooring’s buyers look for: where they are, what industry they’re in and what the floor needs to do. Paid search then started bringing in enquiries straight away.
1. Pages for Every Key Area
- New location pages covering Leeds, Manchester, Birmingham, Derby, Nottingham and other key cities
- Content drawn from real projects and the areas the team travels to
Why we did this: Many buyers want a contractor who can get to site easily. Area pages help Industrial Resin Flooring show up when someone searches with a town or city in mind, and prove they already work there.
2. Industry-Specific Content
- Dedicated pages for sectors including food processing, pharmaceutical, automotive and aerospace
- Content that reflects the hygiene, safety and compliance demands of each industry
Why we did this: Buyers in regulated industries want a contractor who already knows their rules. Showing that knowledge up front builds confidence before the first conversation.
3. Pages Built Around Floor Performance
- Pages covering seamless, slip resistant, UV resistant and acoustic flooring
- Clear answers on slip resistance, chemical resistance and finish options
Why we did this: Specifiers often start with the problem a floor needs to solve. Detailed, helpful pages meet them at that point and earn stronger rankings.
4. Google Ads Lead Generation for Ready-to-Buy Enquiries
- Google Ads and Performance Max campaigns aimed at buyers looking for commercial flooring, such as warehouse floors
- Budget kept on searches that show someone is ready to ask for a quote
Why we did this: Organic rankings grow over time. Paid search meant enquiries could start arriving while that work built up.
Working with Unbranded Digital has been really beneficial to our business.
They’ve helped us generate some fantastic industrial leads, with several turning into major projects worth over £50,000 to £100,000, playing a key role in helping us hit our stretch target of £2.2 million.
The Outcome
The results show up both online and in the order book:
| KPI | Before | Now | Change |
|---|---|---|---|
| Monthly organic visitors | 90 | 495 | 5.5x |
| Keywords ranking | 163 | 540 | 3.3x |
| Share of revenue from marketing | 5% | 30 to 40% | 6 to 8x |
Organic traffic and keyword data from Semrush, October 2024 compared with October 2026.
- £2.2 million revenue target achieved, with leads from search among the key contributors
- Major contracts won from new enquiries, including several worth £50,000 to £100,000 or more and one worth £350,000
- Five and a half times as many monthly visitors from Google, giving more buyers the chance to find Industrial Resin Flooring before anyone else
- Visible for 540 keywords, up from 163, across the areas, industries and flooring types their customers look for
- Marketing now drives 30 to 40% of revenue, compared with around 5% before
Key Takeaways
Specialist contractors rarely win big projects by being found for their name. They win them by showing up when a buyer searches for exactly what they need. By building pages around locations, industries and floor performance, and backing them with focused paid search, we helped Industrial Resin Flooring reach more of the people commissioning large industrial floors. The result is a marketing channel the business can rely on for high value work, and one that played a key part in reaching £2.2 million.
Run a flooring business and want results like these? Find out more about our SEO for flooring companies, or see how we work as a flooring marketing agency for contractors and manufacturers across the sector.
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