EAG Case Study: Online Lead Generation Strategy

Using Hyper-targeted Ads Lands $200,000 Worth of Leads for Remodeling Firm, Built by Design

Built by Design is an award-winning, full-service home remodeler serving the Kansas City metro area from Overland Park and Leawood to Independence and Gladstone – and every neighborhood in between. The company specializes in high-end interior projects like basement remodels, kitchens, baths and room additions.

Goal

EAG Advertising & Marketing began with a clear goal in mind: efficiently drive targeted leads to Built by Design at a lower cost. For this particular client, we determined their target audience was homeowners living in homes worth $300,000 or more in specific KC metro counties and cities. We chose neighborhoods more apt to have homes that might warrant $20,000 or more worth of upgrades needed because of their age.

Solution

Using Facebook’s hyper-local targeting options to pinpoint homeowners in high-end homes throughout the Kansas City metro suburbs, we selected specific demographics to target our “perfect” customer for Built by Design.

We then used tracking pixels to identify the leads the client received as a direct result of this Facebook marketing campaign within the time frame the ad ran on the social media site.

Results

Built by Design received four very strong, extremely interested leads throughout the time period the sponsored story link ran on Facebook. One lead was for a $20,000 remodeling project. Two more were for $40,000 projects. And the last lead was for an $80,000 project.

In total, the remodeling firm gained $200,000 worth of potential work from homeowners who are more likely to hire Built by Design because they were uniquely qualified and targeted. We placed the right message in front of the right people at the right time.

Why Facebook is an Effective Part of Online Lead Generation

The landscape of online lead generation is evolving as businesses take a more targeted approach to connecting directly with their potential customers. It is expanding beyond online banner ads as social media marketing with outlets like Facebook lets marketers mine data from a user base, offering a laser-focused view of both demographics and psychographics.

Advertising and marketing agencies are taking advantage of these hyper-focused targeting options to attract better, more qualified leads for their clients to augment traditional PPC and SEO efforts. At the same time, competition in the online ad world is fierce and cluttered, making delivering the right message to the right person at the right time more critical than ever.