A method and apparatus are described for controlling a coating head, which exerts a nip pressure to a fibrous web to be coated while the fibrous web is supported by a backing roll. An output signal of a sensor integrated within the backing roll is read, thus producing a measured indication of the nip pressure. A number of actuator control values are derived at least partly from said measured indication of the nip pressure. Said actuator control values are delivered as commands to a number of respective actuators that contribute to creating the nip pressure, to control an amount of a coating substance on the fibrous web in the coating head.