Hi DavidNYC, thank you for your review. I'm sorry to hear you experienced roller marks and that you didn't get the coverage you expected. The Premium Plus Ceiling Paint typically covers in two coats, while porous surfaces may require additional coats. However, this paint is not recommended to be applied to vertical surfaces, such as masonry walls. To fix this, we recommend using a coating designed for this type of surface, such as our interior wall paints, and applying another coat in columns. Reload your roller after each column for the best coverage. Customer satisfaction is important to us, and we appreciate your feedback. Please reach out to us directly if you need further assistance. Our customer care team is happy to help you! - Randy