Increase Bookings via Seasonal Ad Campaigns with Paid Social Advertising
Zerorez San Diego wanted to enhance its paid social strategy by focusing on mid- to lower-funnel conversions while reducing its overall cost per lead (CPL). Our primary goal was to leverage Meta Ads to capitalize on warm audiences already familiar with its brand through website visits, social engagements, and other touchpoints. However, prior campaigns lacked the depth of a full-funnel retargeting approach, leaving opportunities untapped.
.
Zerorez San Diego faced the challenge of boosting bookings and engagement while striving to reduce the cost per booking and improve the return on ad spend (ROAS). To schedule more cleaning appointments, they needed a strategy to boost brand awareness, attract attention, and resonate deeply with their San Diego community.
.
Incline Marketing implemented a comprehensive retargeting strategy for Zerorez San Diego, specifically designed to engage all potential warm audiences. This included segmenting their audience into distinct buckets based on behavior, such as:
Website Visitors: Users who had visited specific service pages or interacted with the booking flow but didn't convert.
Engaged Social Users: Audiences who had interacted with Zerorez San Diego's social content within the past 180 days.
Customer Lists: Leveraging first-party data to re-engage past customers or those who had shown interest in seasonal promotions.
Video Viewers: Individuals who watched 3 seconds or more of Zerorez's video ads.
We layered these segments with compelling creative tailored to address pain points, showcase offers, and remind audiences of Zerorez's unique value proposition. Messaging was strategically aligned with their existing campaigns to guide users further down the funnel.
In just one month of running retargeting campaigns, Zerorez San Diego achieved remarkable outcomes:
111% Increase in Total Leads: Retargeting drove a significant influx of high-quality leads.
55% Decrease in Total CPL: The comprehensive retargeting strategy slashed costs, outperforming previous campaigns.
<$150 Cost per Booking and >1.5x ROAS: Retargeting delivered more leads and improved the overall return on ad spend by 1.5x.
Conclusion
By integrating a full-scale retargeting strategy into Zerorez San Diego's Meta Ads campaigns, Incline Marketing demonstrated the power of engaging warm audiences to drive conversions. This case proves that retargeting campaigns are essential for supporting mid- to lower-funnel efforts and achieving impactful results.
