Case Study: Strategic Paid Advertising Transforms a Florida Contractor’s Growth

Three months ago, Home Owner Pro Experts hit a familiar wall. The company delivered high-quality roofing, window, door, and siding services across Florida, but growth had stalled. Referrals kept projects coming in, yet volume wasn’t strong enough to confidently scale. At the same time, managing Facebook and Google ads internally took valuable time and produced inconsistent results.

That changed after partnering with Pink Slushy Media, a digital advertising agency focused on turning paid traffic into predictable customer acquisition. Within 90 days, lead volume tripled, cost per lead dropped by 41%, and consultation booking rates improved by 34%.

When Lead Flow Becomes the Bottleneck

Most home improvement companies don’t struggle with craftsmanship—they struggle with consistency. One month is packed with opportunities, the next barely covers overhead. That unpredictability makes hiring risky, cash flow stressful, and long-term planning difficult.

For Home Owner Pro Experts, existing marketing generated roughly 40–50 leads per month through referrals, organic search, and occasional ad tests. To support future growth and staffing goals, the business needed closer to 120 monthly leads.

Paid advertising seemed like the obvious solution, but earlier efforts underperformed. Facebook ads brought traffic without serious inquiries. Google Ads spent quickly with little return. The issue wasn’t effort—it was a lack of strategy, testing, and optimization across targeting, creative, and landing pages.

A Strategy-First Advertising Plan

Instead of launching campaigns immediately, Pink Slushy Media began with research. Customer data was reviewed, profitable service lines were identified, competitors were analyzed, and a paid media strategy was built around real business economics rather than guesswork.

The final plan used multiple platforms, each serving a specific purpose:

Google Search campaigns focused on high-intent homeowners actively searching for services like roof repairs or window replacement. These leads cost more but converted at the highest rates.

Facebook and Instagram campaigns targeted homeowners showing signals of home improvement intent. These channels delivered lower-cost leads that required more thoughtful nurturing.

TikTok was tested as a supplemental channel, using short-form video to showcase real projects and customer experiences at a lower cost.

Retargeting campaigns ensured homeowners who visited the site but didn’t convert continued to see relevant messaging, reinforcing trust during a longer decision-making process.

Creative That Spoke to Real Home Owner Concerns

Creative execution became one of the biggest performance drivers. Instead of generic service ads or polished stock photos, messaging focused on common homeowner anxieties.

Roofing ads addressed post-storm stress, insurance confusion, and concerns about contractor reliability.
Window campaigns highlighted energy savings, indoor comfort, and hurricane protection.
Exterior service ads focused on the frustration of coordinating multiple contractors versus working with one dependable team.

Testing quickly revealed clear winners. Videos featuring real crews on actual job sites consistently outperformed staged imagery. Testimonials that walked through the process—not just the final outcome—generated stronger engagement. Ads mentioning financing options attracted higher-value projects than pricing-focused messaging.

Results That Changed the Business

Within the first 30 days, lead volume increased to 85 per month—already more than double the original baseline. By day 60, that number passed 110. At the 90-day mark, monthly leads stabilized between 125 and 140 with consistent quality.

Cost per lead dropped from approximately $145 to $85 as campaigns were optimized. This placed paid advertising on par with lead aggregators—without sharing leads with competitors.

Consultation booking rates improved from 23% to 31% as targeting tightened and unqualified traffic was filtered out. Close rates remained steady at around 47%, but the increase in lead volume alone resulted in significantly more completed projects.

About Home Owner Pro Experts

Home Owner Pro Experts has built a strong reputation throughout Florida by doing what many contractors fail to do—showing up, following through, and completing projects correctly.

Services include comprehensive roofing, from repairs to full replacements, with a strong focus on hurricane preparation and post-storm work. Energy-efficient window installations help reduce cooling costs while meeting Florida’s wind-load requirements. Door installations improve security and curb appeal, while siding solutions are selected specifically for Florida’s humidity and coastal conditions.

Reliability, clear communication, and on-time project completion remain central to how the company operates.

What Pink Slushy Media Delivers

Pink Slushy Media provides more than ad management. Their value lies in building scalable systems:

Strategic planning grounded in customer value and acquisition economics
Coordinated campaigns across multiple platforms instead of relying on a single channel
Creative designed to convert, not just look polished
Landing pages built specifically for lead generation
Transparent reporting and continuous optimization baked into every campaign

The Ripple Effect of Predictable Growth

As lead volume increased, Home Owner Pro Experts hired additional project managers to improve oversight and keep projects running smoothly. Vendor relationships strengthened as higher material volume unlocked better pricing. Team morale improved as growth became predictable instead of stressful.

Most importantly, the additional gross profit generated by increased project volume more than covered advertising costs, turning paid media into a true growth engine rather than an expense.

Key Takeaways for Home Improvement Companies

This case highlights several important lessons:

Professional ad management outperforms internal experimentation
Creative quality matters as much as targeting
Using multiple platforms reduces risk
Optimization requires patience, but the payoff is significant

Looking Ahead

With consistent lead generation now in place, Home Owner Pro Experts is exploring expansion into new Florida markets. Pink Slushy Media’s advertising infrastructure allows new areas to be tested before making operational commitments, reducing risk while maintaining momentum.

The partnership shows how paid advertising—when approached strategically—can become a predictable, scalable driver of growth rather than an ongoing gamble.

Contact
Home Owner Pro Experts | Florida Home Improvement Services
Pink Slushy Media | Paid Traffic & Media Buying Experts