Koala Insulation is all about making homes more comfortable and efficient. They believe in doing things right, with a personal touch that sets them apart. They supply and install a variety of insulation products: spray foam, attic insulation, attic fans, blower door testing, and more. They’re a local franchisee that wants to be the best part of their customers day and over communicate to create an excellent client experience.
They needed better social media content and higher-quality leads after seeing Google Ads performance decline.
Koala Insulation has always relied on paid advertising for lead generation, but they hadn’t run Meta Advertising in the past, they only relied on PPC Google Advertising. Before reaching out to us, they were seeing a drop off in both the lead quantity and quality on Google Ads.
On top of that, they felt that they needed to develop a true social media strategy and start creating local content that highlighted their work instead of simply posting content supplied by the franchise.
Ultimately, they wanted a better performing social media presence, organic social media content that reflected who they were, and they wanted to generate LEADS!
First up was to solidify their social media presence - we needed to replace the corporate videos with personalized content that showed the real faces behind their business. This included B-Roll Videos, Educational Reels, Sales Reels, and personalized photos showing the people that their customers would actually be dealing with. We wanted to create familiarity so when the Koala Insulation staff interacted with new customers, the customers would recognize them when they came to the door.
Next: Generate Leads! We started by utilizing the social media content that we already made for their Facebook and Instagram pages. Running these as targeted Meta Ads allowed us to test what creative worked the best. We tested different types of video, static graphics, colors, and ad copy. We leaned into seasonality and made sure to create compelling offers that would really speak to their cold audience. Additionally, it was important that we didn’t clutter their inbox with low quality leads. To help filter quality, we directly asked leads the services they were interested in so the sales team was prepared going into their scheduling call.
Website and CRM integration was an important part of the puzzle. The Meta Ads weren’t meant to replace the Google Ads, they were meant to supplement. That means we wanted to make sure they worked together. Getting their Meta Pixel installed on their website was part of that to make sure that if someone landed on Koala’s website and didn’t convert, that we would have an opportunity to retarget them with a Meta Paid Ad. It helped close the loop and make sure potential leads didn’t forget about them. Similarly, we made sure to tie the leads that came into Meta into their CRM. Not only did that help increase speed to lead, but it also allowed Meta to better learn lead quality over time which helps with its targeting.
The performance for Koala Insulation came down to quality lead generation. Due to the creative testing, targeting, and lead form filter, we were able to generate high-quality leads quickly and immediately bring ROI to their new social media strategy. With a $500 monthly ad budget, the campaign generated 52 leads in the first month, 23 booked quotes, and an initial ROAS of 1,018%. Their social media presence also saw major growth, with impressions up 725% and messages up 1,130%.
Leads in the first month
Quotes booked
Initial ROAS
Increase in social media messages
