Omnichannel Outperforms the Market
Programmatic and CTV Reduce Costs and Drive Multi-Market Performance
Case Study
The Challenges
- Low branded search; high CPL from window/door keywords
- Google Display Network (GDN) spend was not converting to leads
- Seasonal, competitive, and economic challenges
The Solutions
- Leverage programmatic to drive branded search volume
- Implement conversion tracking to measure the impact of display and CTV
- Ongoing tracking of website traffic, sales activity & ROAS
Key Insights
Paid search remained a core lead driver, with branded terms capturing high-intent demand efficiently. Despite steady broadcast TV, programmatic delivered standout gains. Mid- and upper-funnel tactics—programmatic display and CTV—expanded awareness, shifted search behavior among in‑market homeowners, and delivered strong assist value. Creative discipline mattered: systematic A/B tests of offers, financing, and benefits sharpened messaging and match quality. As market forces evolve, ongoing optimization sustains momentum. An integrated, omnichannel strategy ultimately drove more qualified prospects, closed leads, and revenue.
The Results
125% Increase in Branded Clicks YoY
133% Increase in Branded Conversions
+24% Revenue Pacing Over 2025 Goal
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