Driving Growth in Home Improvement: A Tale of Two Markets
Client Overview
In home improvement services, our client sought to establish a stronger digital presence in two key North Dakota markets: Fargo and Bismarck. The campaign focused on promoting essential home exterior services including siding, roofing, and renovations, with the goal of increasing market penetration and lead generation.
The Challenge
The home improvement industry faces unique challenges in digital marketing, including seasonal fluctuations, high competition, and the need to build trust with potential customers making significant investment decisions. Our client needed to establish a strong digital presence while maintaining cost-effective lead generation in both markets.
Our Strategy
Market-Specific Approach
We developed tailored campaigns for each market, recognizing the distinct characteristics of Fargo and Bismarck:
- Fargo Market: Focused on high-engagement tactics with emphasis on unique user reach
- Bismarck Market: Implemented consistent messaging with targeted audience segmentation
Implementation
- Campaign Duration: Launched December 28, 2021
- Geographic Focus: Dual-market strategy covering Fargo and Bismarck
- Service Emphasis: Exterior home improvements including siding, roofing, and renovations
- Targeting Strategy: Combination of demographic, behavioral, and intent-based audiences
Results and Analysis
Performance Metrics
Fargo Market Highlights
- Achieved 4.35% Unique CTR, significantly exceeding industry expectations
- Maintained CPA of $3.70, outperforming industry benchmark by 91.7%
- Demonstrated stronger overall engagement compared to Bismarck market
Bismarck Market Insights
- Delivered consistent performance metrics throughout the campaign
- Achieved CPA of $8.72, substantially below industry average
- Provided valuable data for future optimization strategies
Cost Efficiency
One of the most notable achievements was the exceptional cost-per-action (CPA) performance:
- Industry Benchmark: $44.66
- Fargo: $3.70 (91.7% more efficient)
- Bismarck: $8.72 (80.5% more efficient)
Strategic Insights
What Worked Well
- Cost-Efficient Lead Generation
- Both markets achieved remarkably low CPAs
- Efficient budget utilization across campaigns
- High Engagement in Fargo
- Superior Unique CTR performance
- Strong audience resonance with ad creative
- Consistent Data Collection
- Comprehensive performance tracking
- Rich insights for ongoing optimization
Areas for Future Optimization
- Click-Through Rate Enhancement
- Current: Fargo (0.56%), Bismarck (0.37%)
- Industry Benchmark: 1.26%
- Opportunity: Creative optimization and A/B testing
- Cost Per Click Reduction
- Current: Fargo ($2.75), Bismarck ($4.21)
- Industry Benchmark: $0.88
- Strategy: Refined audience targeting and bid optimization
Key Learnings & Future Recommendations
Immediate Action Items
- Enhance creative elements to improve CTR
- Implement refined audience targeting to reduce CPC
- Develop retargeting campaigns to boost conversion rates
Long-term Strategic Recommendations
- Seasonal campaign adjustments based on performance data
- Market-specific creative development
- Advanced audience segmentation strategies
Conclusion
While the campaigns demonstrated exceptional cost efficiency and strong unique engagement metrics, particularly in the Fargo market, there remain opportunities for optimization. The comprehensive data collected provides a strong foundation for future campaigns, with clear pathways for improvement in CTR and CPC metrics while maintaining the outstanding CPA performance.
The success in achieving significantly lower CPAs than industry benchmarks showcases our ability to deliver cost-effective results for our clients, while the high Unique CTR in Fargo demonstrates our capability to engage meaningfully with target audiences when our strategies align perfectly with market conditions.