Mella Paint

Mella Paint has been my family’s business since 2010. It makes its own epoxy floor paint at a factory in Tangerang and installs it with its own crews across Jabodetabek, in factories, warehouses, malls, hotels and ports. I run its go-to-market and all of its digital marketing from Toronto.

The website

In 2026 I rebuilt mellapaint.com from WordPress into a fast static site on Astro and Cloudflare, in Indonesian and English. It covers the homepage, a presell page for ads, the product pages, careers, a blog, and a project archive sorted by industry, so a buyer can find a floor like theirs before they ask for a quote.

Google Ads

Search and Performance Max campaigns send every click to one presell page written for someone who just searched for epoxy flooring. It shows no prices, puts the 100 m² minimum near the top and keeps one WhatsApp button. Several ads open with clients a buyer already knows, like IDX, Pelindo and Mayora, because a little social proof on a cold search never hurts. The account grew in steps: ad experiments from late 2021, conversion tracking from mid-2022, negative keywords at the end of 2022, then a budget raised gradually from mid-2023. Revenue kept climbing through 2024 while ad cost stayed close to flat.

I run the account for quality score over raw lead count: the closer the search, the ad and the page match, the cheaper the click and the better the lead. The campaigns bring in WhatsApp leads every day.