Branding and lead generation
Local home services / 2024
Turnover Painting Contractors
Lowering lead costs through creative, targeting and automation.
A connected branding, organic-content and paid lead-generation programme for a painting contractor, supported by automated lead routing and continuous campaign testing.
The commercial problem
More enquiries would only matter if acquisition became more efficient.
Turnover Painting Contractors needed a stronger digital presence and a more dependable way to generate local enquiries. The supplied case study documents an engagement spanning visual identity, organic Facebook and Instagram content, community management, video production and paid lead generation.
The commercial challenge was cost and consistency. Early campaigns were generating leads at a reported cost of $75-$100, while enquiries also needed to move quickly from Facebook into the client's follow-up workflow. Creative, targeting, campaign formats and lead handling therefore had to improve as one connected system.
Brand visibility
Build a recognisable local presence and show the quality of completed painting work.
Creative trust
Use authentic project imagery, testimonials and behind-the-scenes content to make campaigns credible.
Acquisition cost
Move beyond broad testing and identify the audiences, locations and creative formats producing lower-cost leads.
Lead response
Route new enquiries into a practical follow-up process without relying on manual transfer.
Strategic response
Build local trust, test systematically and automate the handover.
The programme combined organic proof with performance activity. Consistent content established credibility, paid campaigns tested demand, and the resulting evidence informed tighter location, audience and creative decisions. Zapier and GHL then connected incoming leads with the client's follow-up workflow.
- 01
Brand and creative system
Establish visual themes and repeatable content formats for completed projects, testimonials, offers and behind-the-scenes activity.
- 02
Organic social presence
Publish Facebook and Instagram content, respond to audience queries and use project evidence to build local familiarity.
- 03
Video production
Edit short-form video with noise reduction, captions, offer messaging and music using the documented CapCut workflow.
- 04
Paid campaign testing
Compare Messenger, lead-form and boosted campaigns across interests, age groups and creative treatments.
- 05
Targeting refinement
Narrow delivery through selected ZIP codes, winning interests, age groups, custom audiences and lookalike audiences.
- 06
Lead automation
Use Zapier and GHL to route Facebook leads through SMS and email so the client could respond more quickly.
Source-reported outcomes
What changed.
These figures are reproduced from the supplied case-study document. They have not been independently audited by this website.
old average cost per lead reported
average cost per lead reported after March
leads reported from winning creatives
paid campaign formats documented in testing
ZIP codesprecision location targeting
Zapier + GHLautomated lead routing
Custom + lookalikeaudience expansion
ROI perspective
Lower lead costs and a faster path from enquiry to follow-up.
The source documents a reduction from an old average cost per lead of $85 to a reported average of $55-$60 after March, with winning creatives producing leads at or below $50. It does not provide total media spend, closed jobs, attributed revenue, margin or customer lifetime value. The verified return is therefore improved lead-generation efficiency, not a monetary ROI calculation.
Selected evidence
The work behind the outcome.
Supporting screenshots are shown as source evidence. They are not used as decorative page backgrounds.
Organic content and insights
Source evidence showing the organic social system, completed-project content and documented Facebook and Instagram activity.
Cost-per-lead optimisation
The supplied report compares the earlier average cost per lead with the improved average reported after March.
Winning campaign patterns
Documented creative and targeting examples behind the strongest lead-generation campaigns.
Campaign testing
Source evidence of Messenger, lead-form and boosted campaign testing across audience and creative variables.
Conclusion
A connected system created a stronger route to growth.
The documented programme created a clearer local brand, a repeatable organic-content system and a more efficient acquisition process. Testing identified stronger audiences, locations and authentic creative approaches, while automated routing reduced friction between a Facebook enquiry and client follow-up. Retargeting remained in progress at the time of the report because the available data was still developing.
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