Half of all leads funneled into the DECRA sales pipeline came from our geo-targeted digital campaign efforts.
We achieved high-quality impressions in a competitive space for keyword campaigns specifically targeting roofing insurance searches. We also had a strong 3.65% CTR for all storm-focused keywords as text ads produced a 1.5 average ad position.
As a premiere manufacturer of stone-coated steel roof panels within a competitive industry, DECRA Metal Roofing sought a fresh viewpoint in communicating its brand to a bigger, newer audience that included both homeowners and roofing contractors.
We tailored strategies for these two distinctly different audiences, developing new branding, landing pages and a digital campaign that effectively targeted both audiences.
For homeowners, we needed to increase awareness and action during their search for a new roof. To do so, we prepped a comprehensive digital marketing strategy leveraging social media, paid search and programmatic display marketing. We then executed the strategy targeting individual counties across the country, days after catastrophic storms and natural disasters that often cause severe roof damage.
For contractors, we needed to increase awareness and promote the DECRA Dollars program that provides contractors with incentives for installing DECRA roofing products. A national digital campaign did the trick, surging contractor participation in the program and significantly increasing contractors offering DECRA products around the country.
