Delivering year-round leads 

F&M Painting needed leads year-round, so they partnered with LNP Media Group to promote their services to a highly targeted online audience. The results after twelve months speak for themselves:

162

Lead phone calls

195

Contact forms completed

180

Quote forms completed

Meet F&M Painting

F&M Painting is a top-quality painting contractor in Lancaster, Pennsylvania, offering a full suite of painting services including residential, commercial, interior, exterior, and new construction. F&M also offers drywall, epoxy flooring, and removal and installation of wallpaper.

The Goals

F&M Painting needed a steady flow of commercial and residential leads throughout the year. LNP Media Group’s digital strategists devised a layered multi-channel campaign strategy:

  • A Google Custom Intent Audience (CIA) campaign for brand awareness. This was especially important because new painting companies have entered the market. The CIA campaign also brought in leads, which was a bonus because this campaign was dedicated to overall branding for F&M Painting.
  • A Google Paid Search (PPC) campaign for a steady flow of qualified leads for both residential and commercial jobs.

— Digital Marketing Strategies —

Google Custom Intent Audience (CIA)

Google CIA campaigns are a brand awareness tactic that has unique and complex targeting capabilities. LNP Media Group’s digital strategists set up the campaign with several layers of targeting:

  • F&M Painting’s desired customer geography in the local area.
  • A well-researched list of keywords of relevant terms that potential customers might use to search online for painting services.
  • A curated list of website URLs that potential customers might visit while they researched painting services. This might include competitor’s websites as well as resource websites like Houzz.

Google Paid Search (PPC)

Google Paid Search campaigns are designed to capture the attention of potential customers while they are searching for the desired products or services.  LNP Media Group’s digital experts crafted PPC campaigns that focused on three key areas:

  • Commercial painting
  • Residential painting
  • Branding

For each campaign, LNP Media Group’s digital team compiled a list of relevant keywords and wrote 90 different headlines to test for effectiveness. The campaigns were targeted to the local geography that comprised F&M Painting’s service area.

— Business Impact —

The combination of CIA and PPC campaigns was highly effective, with year-over-year increases of

+980%

Impressions

+391%

Clicks

+2500%

Leads

LNP Media Group provided a dedicated support person who worked collaboratively with F&M Painting in the planning, design, and execution of each component. LNP Media Group reported on results each month for full transparency into return on investment and the improvement in key performance indicators (KPIs). Overall result? Getting F&M Painting the year-round leads they needed!

Contact us online or give us a call at 717-291-8611 to learn more about how we can help your company get new leads too.

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