Summary
Managed targeted campaign across Meta and Google Search. Significantly increased the customer base for Direct Structures – a premier supplier of customisable steel carports and structures. The campaigns successfully reached residential and commercial customers in Texas, Indiana, and Illinois, enhancing market penetration and reinforcing Direct Structures’ commitment to quality and customisation.
Goal
The objective was to expand the customer base by engaging both residential and commercial clients in targeted regions – showcasing Direct Structures’ competitive pricing and customisable options for steel structures.
The Challenge
Direct Structures faced stiff competition in the markets of Texas, Indiana, and Illinois, where several competitors also offered competitive steel structures. The campaign aimed to highlight the unique customisability of their products, appealing to a diverse customer base with varied needs.
The Strategy
Our approach included several strategic elements designed to address the specific challenges faced in these competitive markets:
- Optimised Spend: We strategically allocated the budget across Meta and Google Search Ads to maximize visibility and impact among the targeted demographic.
- Competitor Analysis and Strategic Keyword Bidding: Conducted comprehensive competitor research to understand the advertising landscape. This information guided our strategic keyword bidding, ensuring that Direct Structures appeared prominently in search results for relevant queries, particularly those where competitors were also visible.
- Targeted Campaigns: Developed specific campaigns for each state, tailored to the unique needs and preferences of residential and commercial customers. This included promoting different roof styles suited to various environmental conditions, such as the Vertical Roof Style in areas prone to heavy snow.
- Creative Messaging: Utilised creative messaging that emphasised the benefits of Direct Structures’ offerings, such as cost-effectiveness, durability, and customisation. Highlighted the three different roof styles—Regular Roof, A-Frame, and Vertical Roof Style—to cater to specific customer needs based on regional weather conditions.
- Performance Monitoring: Set up advanced tracking and analytics through Google Looker Studio to monitor campaign performance in real-time, allowing for ongoing optimisation based on engagement and conversion metrics.
The Results
The focused Meta and Google Search campaigns led to a notable increase in both leads and conversions. Meta campaigns surpassed the target cost per lead by 74%, significantly enhancing market competitiveness and impression share.
