Case Study: Toronto Detailing – Lead Generation Campaign Focused on Cost Savings and Convenience
Project Overview
Toronto Detailing aimed to expand its customer base by highlighting the value of car detailing for people who prioritize saving both time and money. I led a digital marketing campaign, handling everything from graphic design to ad placement and creative strategy. The objective was to achieve high-quality lead generation at a cost-efficient rate, with a target ROAS of 5-6x.
Strategy & Execution
Creative Strategy
My creative approach focused on addressing the primary pain points of our audience: the inconvenience of a dirty car, time constraints, and budget-conscious decisions. Ad content highlighted the benefits of regular car detailing in terms of time-saving and cost-efficiency, which resonated with people seeking convenience without sacrificing quality.Ad Campaigns on Facebook and Google
- Facebook Ads: We targeted a broad demographic with visuals that captured the immediate transformation of car detailing. This helped reach users who may not have been actively searching but were open to the idea of an on-the-go service that could save them time.
- Google Ads: Targeting high-intent searches on Google proved highly effective, as users looking up car detailing services were ready to book. This channel was crucial in achieving the desired ROAS, as these users often converted immediately upon finding our service.
Live Chat Integration
I integrated a live chat feature on the website, making it easy for potential customers to inquire about services and book appointments directly. This feature was especially helpful for building trust and answering common questions, further simplifying the booking process.
Challenges
Some customers preferred visiting the physical location, while others wanted mobile detailing. Additionally, Facebook leads showed a tendency to “tire kick” (explore without committing), while Google leads were more prepared to book.
Results
- ROAS Achieved: The campaign met its target ROAS of 5-6x, with particularly strong results from Google Ads due to high-intent traffic.
- Lead Cost: We managed to keep cost per lead low, averaging between $8-$10.
- Increased Engagement: The live chat integration reduced response times and improved engagement, helping convert more visitors into paying customers
