Facebook Advertising Case Study: CE

CE sought a revived paid advertising strategy after a few slow months of paid leads. After doing some research into what was currently being done, what had worked in the past, and what offerings they had that were not being highlighted with their Facebook and Google Ads, 41 North Digital came up with a comprehensive paid advertising strategy to increase their leads delivering high-quality leads and allowing the brand to scale their advertising for increase leads.

Spreading the Budget Too Thin

While the client had a healthy marketing budget, we realized that because they had split the marketing budget between Facebook Ads and Google Ads, they weren’t optimizing their spending and receiving the return on investment they could be getting. The Google Ads market is very saturated in the home remodeling industry, specifically sunrooms and home additions. The budget being used on Google Ads just wasn’t substantial enough to get the conversions we would have liked on Google Ads. We did realize that we were seeing significant leads on Facebook Ads. Therefore, we decided to move the budget from Google Ads and scale the ads to Facebook Ads.

In the first month, we were able to bring Facebook Ads leads up to 17 leads, which was four times what was typically delivered. In the second month of our campaign, we are on track to go above that.

Ad Testing or Campaign Budget Optimization?

With campaign budget optimization at the top of everyone’s minds, 41 North Digital has been doing a lot of research to ensure that we are creating the best strategies for our clients and their individual marketing needs. CE has a sunroom and home remodeling business. We wanted to be able to target audiences for all of their services. We found that whenever we used CBO, we optimized our sunroom and outdoor living campaigns and did not see any impressions on other services. We split our conversions campaign into four different ad sets and kept CBO off to see if we could get conversions across all of the different services. Just as we suspected, we were able to start seeing leads for all of the different services Creative Enclosures offers. We then moved all of the high-performing ads, after we tested them, into a CBO, where we then felt more comfortable knowing that we had ads that were converting. We will next do caps on spending for each individual ad group.

Remarketing

Remarketing is always part of our strategy. In our Remarketing campaign, we targeted those who have visited the CE website but have not submitted a request for a quote. We also excluded those who have submitted a form. We continue to see a high return on investment with this campaign with very little spending.

PPC has played an important part in bringing in quality leads for CE, and we will continue scaling as we track the quality of the leads we are seeing. In addition, we have optimized the website and will move forward with a search engine optimization strategy to deliver more organic search results as well.