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For each dollar spent on the advertising campaigns, there was a $15 increase in sales.

Background

DCM-Marketing, a digital marketing agency, partnered with a small local roofing company with the objective of scaling its monthly revenue from $20K to over $100K. With the challenging and competitive nature of the roofing industry, it was essential to devise an innovative marketing strategy that would set the company apart from its competition.

Objective

​To scale the roofing company's monthly revenue from $20K to over $100K using digital advertising platforms like Facebook and TikTok.

Strategy

Research and Analysis

  • Industry trends

  • Local competitors

  • Customer pain points

  • Geographical targeting

Channel Selection

  • Facebook for broad demographic and detailed targeting

  • TikTok for reaching younger homeowners interested in home improvement

Ad Creation

  • High-quality video and image ads showing before and after projects

  • Testimonials

  • Calls-to-action (CTAs) tailored to prompt immediate inquiry or booking

Budget Allocation

  • Facebook: 70%

  • TikTok: 30%

Implementation

Phase 1: Initial Testing (Week 1-2)

A/B Testing: Ran multiple ad sets with different targeting options on both platforms.

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Budget: Initial ad spend of $3,000 split across Facebook and TikTok.

Phase 2: Data Analysis and Refinement (Week 3)

Data Analysis: Examined metrics like CTR, CPC, and conversion rates.

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Ad Optimization: Killed off non-performing ads and scaled successful ones.

Phase 3: Scaling (Week 4 onwards)

Budget Increase: Upped the ad spend to $10,000 based on the most successful campaigns.

 

Re-targeting: Introduced re-targeting campaigns to engage potential customers who had interacted with the ads but not converted.

Results

Key Performance Indicators:

  • CTR: Increased from 0.8% to 2.5%

  • Conversion Rate: Grew from 1.2% to 3.7%

  • CPC: Decreased from $1.50 to $0.95

Revenue

​The roofing company's monthly revenue skyrocketed from an initial $20K to over $100K within three months of implementing the strategy.

ROI

For each dollar spent on the advertising campaigns, there was a $15 increase in sales.

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