Introduction

For family-owned businesses, standing out in today’s competitive landscape requires more than a one-size-fits-all marketing approach. Milford Supply, a wholesale plumbing and HVAC supply business, needed to promote a limited-time rebate on tankless water heaters. However, they faced significant challenges:

1. No eCommerce Website: Customers couldn’t view product details or pricing online, making phone calls and in-store visits the primary conversion paths.
2. Two Distinct Audiences:
   • Contractors: Interested in reliability and volume.
   • Homeowners: Focused on energy-efficient solutions and rebates.

What Milford Supply needed was a strategy that could navigate these limitations, maximize results, and lay the groundwork for future digital growth.

The Challenge

Without advanced tools like eCommerce capabilities or online purchase tracking, many traditional digital marketing tactics weren’t feasible. Milford’s campaign had to:

Without advanced tools like eCommerce capabilities or online purchase tracking, many traditional digital marketing tactics weren’t feasible. Milford’s campaign had to:

• Drive Immediate Results: Generate leads, phone calls, and store visits.
• Engage Local Customers: Target customers within a specific radius of their locations.
• Work Within Constraints: Tailor strategies to compensate for the lack of digital infrastructure while preparing for future improvements.

The Solution: A Visionary Marketing Strategy

To achieve Milford’s goals, we developed a highly tailored, multi-channel digital strategy designed to work around their limitations while delivering measurable results.

1. Strategic Vision and Problem Solving

We began by identifying Milford’s key strengths and challenges. Recognizing the lack of an eCommerce website, we shifted the focus to localized engagement and direct customer actions (e.g., calls and store visits).

2. Creative, Data-Driven Execution

We executed a two-pronged approach:

• Facebook Ads:
  • Created engaging, authentic video content featuring a team member explaining the rebate and product benefits in a relatable tone.
  • Used targeting to reach homeowners and contractors within a 40-mile radius.
• Google Ads (Performance Max):
  • Captured high-intent actions such as phone calls and store visits through precise, localized targeting and automated optimization.

Campaign Highlights

Facebook Ads: Creating Connections Through Authentic Content

• Early Adjustments: Static graphics and repurposed videos underperformed, generating fewer leads at a higher cost.
• Breakthrough: Switching to handheld video ads resulted in a 71% increase in leads and reduced costs by 33%.
• Results:
  • 125 leads generated, primarily contractors and energy-conscious homeowners.
  • Over 78,000 video views, increasing awareness and visibility.
  • Boosted social media engagement and followership by 112.5%, laying the foundation for future campaigns.

Google Ads: Turning Interest into Action

 

• Hyper-Localized Targeting: Focused on driving foot traffic and calls from customers within 5–40 miles of the client’s locations.
• Results Across Campaigns:
  • 442 measurable actions: 106 calls, 247 store directions, and other high-intent actions.

Cost Efficiency: Delivered conversions at an average cost of $2.55–$5.05 per action, reflecting exceptional ROI.

Results in Numbers

Metric	Facebook Ads	Google Ads	Combined
Leads/Conversions	125	442	567
Cost Per Lead/Conversion	$10.08–$13.03	$2.55–$5.05	$6.00 (average)
Revenue Impact	–	–	$9,280 (+77% growth)

The Impact: Problem Solving in Action

1. Overcoming Infrastructure Challenges
   • By focusing on localized targeting and direct customer actions, we delivered measurable results without relying on an eCommerce website.
2. Building a Customer Pipeline
   • The campaign added 125+ new leads to the client’s database, creating future opportunities for engagement and sales.
3. Proving ROI with Adaptability
   • Despite constraints, the tailored strategy achieved an average cost per lead/conversion of $6.00, far exceeding industry benchmarks.

Why This Matters to Your Business

Whether your business lacks eCommerce capabilities or faces other limitations, a tailored, strategic approach can still deliver measurable results. Here’s how:

1. A Strategy That Fits Your Needs:
   • Your business is unique, and so are its challenges. We craft strategies that work within your current infrastructure while planning for long-term improvements.
2. The Power of Relatable Marketing:
   • Authentic content, such as video ads featuring real people, creates connections that drive action.
3. Results You Can Measure:
   • Our campaigns deliver more than impressions—they drive leads, phone calls, and store visits that directly impact your bottom line.
4. A Vision for Growth:
   • We not only solve immediate challenges but also position your business for future success, integrating digital tools as your infrastructure evolves.

What’s Next?

This case study shows how a strategic, tailored approach can turn challenges into opportunities. Whether you need help building awareness, generating leads, or navigating limitations like the lack of an eCommerce website, our team has the expertise to design campaigns that deliver real results.

Let’s Start Your Success Story: Contact us today to learn how we can tailor a marketing strategy for your business.