Home Services Franchise Paid Media Strategy Overhaul

This case study details the paid media strategy overhaul conducted by Ignite Visibility for a national home services franchise. The objective was to transform underperforming local campaigns into a scalable lead generation engine across more than 90 locations. The strategy involved reallocating budgets dynamically towards top-performing audiences, launching hyper-localized campaigns tailored to each franchise’s service area, and implementing standardized website conversion campaigns. Additionally, owner-led video creative was developed to enhance authenticity and engagement. The results demonstrated significant improvements, including a 72.7% increase in lead volume and an 8% reduction in cost per lead. The campaign also achieved a 145% increase in conversion rates and generated over 25,000 leads across all locations. By consolidating campaign structures and optimizing audience segmentation, Ignite Visibility successfully maximized the performance of Meta’s advertising algorithm, proving that strategic execution can lead to substantial growth even with smaller budgets.