Leveraging Paid Social Advertising – MarketTheory

The Client

MarketTheory is the client services division of Floorily, a flooring manufacturer and distributor based in Harrisburg, Pennsylvania. They serve 25 flooring dealer and home improvement clients with lead generation, content marketing, social media, paid advertising, web management, branding, and SEO services. 

The Story

We developed and executed a variety of cross-functional strategies to best service these accounts. Our primary objective was to use paid social advertising on Meta to generate leads for each client, which the Direct Response team would then convert into scheduled sales appointments.

Short-Form Video Ads

Our primary objective for client accounts was lead generation via paid ads. While we made hundreds of static graphic and video ads in 2023, a few video ads stand out as top performers:

Conclusion

Our click-to-message funnels generated 18,957 leads for less than $14 apiece, compared to $24 industry benchmark (source). We also created exponential audience growth and consistently improved market share, lowering cost per 1000 impressions month after month. Our advertising also reached 7.5 million unique Meta accounts, driving brand awareness and offline sales.