Case Study

How I Helped SPF Awnings & Screens Generate $10.7M Profit In 10 Months

Industry: Home Improvement, Awnings & Screens
Objective: Lead Generation
Ad Platforms: Meta & Google Ads
Timeline: 10 Months
Investment: Scaled from $0 to $221k monthly ad spend
Results: Over 7.6K qualified appointments at $102 per qualified lead, generating over $10M in profit with a remarkable 7 ROAS

Project overview

Overview

Taking the reins of SPF Screens & Awnings’ marketing strategy at ground zero, I orchestrated a journey that saw a huge leap in lead generation and revenue. Through strategic scaling, meticulous audience targeting, and in-depth research, their campaigns not only surpassed expectations but also established SPF as a market leader

Strategic Approach

Strategic Scaling Plan

From a starting point of zero, I devised a comprehensive scaling plan, propelling monthly ad spend from nothing to an impressive $68k within a year (2021). This not only showcased the scalability of the campaigns but also maintained the target cost per lead and Customer Acquisition Cost (CAC), ensuring cost effectiveness at every stage of growth

Data-Driven Optimization:

Leveraging the insights garnered from extensive A/B testing and the use of accurate attribution softwares, I honed in on the bestperforming audience segments and ad formats. This data-driven approach allowed for the identification of sustainable drivers of results, ensuring that each dollar spent contributed to the campaign’s overall efficiency.

Audience-Centric Strategy

Going beyond ad performance, I delved deep into understanding SPF’s target audience. Conducting in-depth research, I unearthed their pain points, addressing these concerns through a strategy that provided superior value compared to competitors. The segmentation of the audience into distinct avatars facilitated highly personalized and granular messaging, enhancing the relevance of the campaign.

Creative Strategy

I A/B tested every single ad format, copy variants, and creative types in Meta and Google Ads to come up with 6 Meta ads and 3 Google Ads keywords that each have generated over $300K in profit. These templates and keywords are proven golden tickets in this industry.

Here are a few of them:

Results:

The strategic initiatives implemented over the course of a year resulted in a staggering 7.6K qualified leads at an efficient $102 per qualified lead. The financial impact was even more profound, with the generated leads translating into an impressive $10M in profit, boasting a remarkable 7 ROAS. This success underscored not only the campaign’s efficiency but also its ability to drive meaningful business outcomes

Key Success Factors

Marketing Funnel:

I reviewed their entire lead generation funnel: ad accounts, landing pages & website, social media strategy, organic SEO, and tracking systems to ensure every piece of their funnel was optimized to its fullest potential.

Backend Systems:

I reviewed their internal sales system they used to track leads, qualify leads, and convert leads to appointments and then sales. We then met to review their strengths and weaknesses, and worked on improving everything in their systems which put us in the right track to scale.

Long-Term Implications and Client Satisfaction:

SPF Screens & Awnings’ success in lead generation not only secured a significant ROI but also positioned the brand as a leader in the home improvement sector. The sustained scalability and efficiency demonstrated throughout the campaign not only met but exceeded client expectations, establishing a foundation for continued success and growth in the dynamic digital landscape.