Incline Marketing provides digital marketing solutions for multiple Zerorez franchise locations across the United States in the areas of SEO, Google Ads, Paid Social, Email Marketing, and Website Management. This case study focuses on the Paid Social Media Advertising solution that Incline Marketing provides for the Zerorez San Diego location.
Most Zerorez franchises are already investing in a variety of marketing efforts, including pay-per-click ads, Google Local Service Ads (LSA), radio, TV, and other traditional marketing channels. However, these methods alone don't typically generate the demand to capture a sufficient amount of new customers to deliver the desired operating margin level.
Incline Marketing proposed a new strategy to Zerorez San Diego: leverage the power of paid social media ads. By testing a range of paid social campaigns, Incline Marketing aimed to drive demand beyond traditional advertising and help Zerorez tap into a fresh pool of potential clients. The initial goal was ambitious but achievable: to generate a sustainable 2x Return on Ad Spend (ROAS).
Over the course of half a year we generated 197 bookings, bringing in more than $55,220 in revenue. The total ad spend during this period was $26,850, exceeding the goal of 2x ROAS, including the testing and optimization phases.
After refining and optimizing the campaigns, the results continued to improve with us driving conversions at a cost-per-order (CPO) of less than $85, without having to discount Zerorez's services! By the end of the optimization phase, we achieved a 3x ROAS and kept the average value of each job booked high, with a total job average of over $320.
Conclusion
The results are undeniable: Incline Marketing's strategy to use social media ads drove significant returns. With this new channel, Zerorez San Diego's reach was expanded dramatically, allowing them to find new customers, build brand awareness, and generate more online bookings. By integrating social media ads with existing channels, this Zerorez base was able to overcome a key challenge - declining search volume - and drive demand for its services.
