Aire Serv Social Media Ads Project Summary and Results
Strategy In Project
- Created Urgency
- Engaging Ad Graphics
- Targeted Ad Copy
- Utilized Facebook Audiences
The Challenge
Aire Serv Lakewood is a local branch of a large heating and air conditioning company, serving the Lakewood and Denver Metro area with excellent service for commercial and residential properties. With upfront pricing and service 24/7, Aire Serv offers professional service that keeps customers coming back and referring their business to friends. Customer relationships and state-of-the-art tools and services are of the utmost importance to Aire Serv, but during slower times of the year, Aire Serv was seeking to grow lead generation through online means.
Aire Serv partnered with X3 to help grow lead volume for specific services, such as their whole home humidifier installation and furnace repair. As with most marketing plans, one channel is not enough for a campaign to be successful. X3 devised a robust plan that included SEO and Paid Search Advertising, but one successful strategy within this plan included a targeted social media advertising campaign.
The Strategy
Created Urgency
Aire Serv offers a multitude of services, but wanted to grow furnace tune-ups and humidifier installations. By offering discounts and sharing future expected price increases, urgency was created in individuals who viewed the ads.
Engaging Ad Graphics
By utilizing the popular reels format and creating images that were aesthetically pleasing, the ads were inviting to view, meaning engagement was amplified.
Targeted Ad Copy
An important part of any campaign is getting the right message across to the right consumer. By creating ad copy that captures attention, creates interest, and encourages desire, consumers are more likely to act.
Utilized Facebook Audiences
Meta has a robust audience targeting feature, so X3 strategically created audiences that would resonate with these ads, by age group, location, and interest.
Removed Barriers
Lastly, the more steps there are for a client to respond to a call to action, the less likely they are to convert. By creating a lead form directly on Facebook, vs having leads go to the site, then to a form, it removes a step and encourages consumer responses.
Proven Results
Following the implementation of the Social Media Ads campaign, Aire Serv has seen encouraging lead growth. Averaging at least one lead per day for these services has been instrumental in the growth of the Lakewood Aire Serv Heating and Cooling, as Aire Serv converts 1 out of every 4 leads, bringing in approximately 7-8 new jobs each month.
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