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0
X
Return on ad spend
Industry average: 2.79–3.61×
0
$
Cost per webinar registration
Industry average: $33–$42
0
%
Social follower growth
Platform average: 23.2% YoY
Results shown are from actual client work across paid media, organic social, and website builds. Industry benchmarks sourced from Meta Ads data, Triple Whale (35,000+ accounts, 2025), and AdAmigo CPL reports (2026).
META AD CAMPAIGNS
Hormone Nutritionist Services · Simcoe Muskoka Building
Workshop registration leads · Seasonal database building
ORGANIC SOCIAL, SEARCH + WEBSITE BUILD
Rose Ray Financial Services · D&R Finishings
Community social strategy · Wix build + Google presence
WHAT THEY SHARE
Strategy before spend.
Diagnosis first. The ask matched where audiences actually were.
CASE STUDY 01 · META ADS · HEALTH & WELLNESS
Hormone Nutritionist Services
Workshop registration leads — 12-day campaign
SITUATION
Strong social presence and existing audience trust. Missing a clear path from interest to inquiry — no paid funnel, no retargeting, no registration mechanism that could capture and convert the warm attention already built.
APPROACH
2-step Meta funnel: ThruPlay video engagement to warm the audience → Retargeted webinar registration served only to people who watched 50–95% of the video. The key was sequencing — trust first, invitation second.
12-DAY RESULTS
$542
Total ad spend
40
11
40.6×
Registrations
Enrollments
ROAS
$13.55 each
into a $2K
programme
$22,000 revenue
METRIC | THIS CAMPAIGN | INDUSTRY AVERAGE (META, 2026) |
|---|---|---|
Retargeting ROAS (warm audience) | 40.6× | 6–15× typical warm range |
ROAS | 40.6× | 2.79–3.61× platform average |
Cost per lead (health/wellness) | $13.55 | $33–$42 avg · $41.60 healthcare |
ROAS is calculated on downstream programme revenue from enrollments, not direct ad-click purchases. The two-step funnel design — warming before converting — is the primary driver of the below-benchmark CPL.
WHAT THIS MEANS FOR YOUR BUSINESS
If you have an established audience but aren't seeing consistent inquiries, the issue is rarely awareness. It's usually the path between attention and action.
CASE STUDY 02 · META ADS · TRADES / HOME SERVICES · SIMCOE COUNTY + MUSKOKA
Simcoe Muskoka Building
Building a customer database before the season starts · Active since April 2026
THE CHALLANGE FOR SEASONAL BUSINESSES
Trades businesses that run heavy seasonally — spring through fall — face the same problem every year: when the season opens, they're starting from cold. Cold traffic costs more to convert, takes longer to trust you, and often finds a competitor first. By the time the phone starts ringing, weeks of the window are already gone.
THE APPROACH
Instead of running estimate-request ads cold, the funnel led with value. A free 'Before You Build' guide — practical advice for homeowners planning a renovation — gave people a reason to engage before they were ready to book. Each download added a qualified homeowner to the CRM: a warm contact who's already shown interest, already knows the brand, and can be nurtured through the quieter months so spring feels like a re-engagement, not a cold start.
THE FUNNEL STRUCTURE
Three stages, each earning the right to the next ask:
TOF
MOF
BOF
Video views campaign — building a warm audience at ~$0.01 per ThruPlay
Traffic campaign driving warm audiences to download the 'Before You Build' guide and join the contact list
Estimate request campaign — paused pending stronger database volume. Planned for next phase.
WHATS BEEN BUILT (FIRST 45 DAYS)
115+
Homeowners in the database
'Before You Build' guide downloads'
$0.36
Best cost per contact acquired
MOF Lead Magnet ad, best performer
~$0.01
Cost per ThruPlay
TOF audience building
$0
Ad cost to re-reach this list
CRM contacts owned, not rented
WHY THIS MATTERS NEXT SPRING
These 115 (and counting) contacts already know the business. When the season opens, the first campaign goes to a warm list — not cold traffic. The cost per conversion in the spring phase will be a fraction of what it would cost starting from zero.
On-camera video — the business owner speaking directly to camera — drove the most landing page views at the lowest cost. 546 LPVs at $0.55 each over 30 days, outperforming every static image and GIF version of the same concept. In trades, authenticity beats polish.
THE CREATIVE FINDING
THE DATABASE ADVANTAGE
Once someone downloads the guide, they're in the CRM. Future outreach — seasonal reminders, new service announcements, next spring's campaign — reaches them at near-zero marginal cost. A list of 100–200 engaged homeowners built over one off-season is a material business asset.
WHAT THIS MEANS FOR YOUR BUSINESS
If you run a seasonal service business, the off-season isn't downtime — it's the window to build the audience that next season's growth depends on. A lead magnet gives you that list. Starting next spring with 115 warm contacts instead of cold traffic changes the economics of every campaign that follows.
WEBSITE BUILD · WIX · TRADES / HOME SERVICES · SIMCOE COUNTY + MUSKOKA
D&R Finishings
drfinishings.ca · Built on Wix · Launched 2026 · First organic lead: $4K project
drfinishins.ca
drfinishings.ca — five-page Wix build, launched 2026
THE SITUATION
D&R Finishings is an independent family drywall and finishing company — no franchise, no large crew, reputation built entirely through referrals and word of mouth. Strong work, strong relationships. But when a homeowner searched online, the business was invisible. No website, minimal Google presence, and no way to capture interest outside the referral network.
THE GOAL
Introduce online channels for the first time without disrupting what already worked. Not a rebrand — a foundation. A website that represented the quality of the work, a Google Business Profile that showed up when people searched locally, and a system that could start generating organic inquiries alongside the existing referral base.
FIRST ORGANIC LEAD
$4k
Project value - Covered the full investment
Came in through Google search, before any paid ads
WHAT WAS BUILT
Full Wix website built around the two audiences this business actually serves: homeowners planning renovations, and general contractors looking for a reliable sub. Separate paths, separate language, one brand. Google Business Profile set up and optimised alongside the site — because for a local trades business, search and reviews are the highest-intent traffic available.
WHAT MADE THE DIFFERENCE
SCOPE FILTERING ABOVE THE SCROLL
"No small patch or repair jobs" is on the homepage. This filters out time-wasting enquiries and attracts the medium-to-large renovation projects where the business is profitable. The site qualifies leads before they submit.
TWO AUIDERNCES, ONE SITE
Homeowners and general contractors want different things. Dedicated paths — separate pages, separate copy, separate CTAs — mean neither audience has to work to find what they need. One brand, two conversations.
GOOGLE AS THE PRIMARY CHANNEL
For a local trades business, someone searching "drywall contractor Barrie" is the highest-intent traffic available. A well-optimised Google Business Profile and a site Google can read and trust is the right foundation before any paid spend.
5
Pages
Home, About, Services, Who We Work With, Quote
Wix
Platform
Integrated with CRM and Google Business Profile
$4k
First organic lead
Came through Google search
ROI
Paid for itself
First lead converted and covered the full investment
WHAT THIS MEANS FOR YOUR BUSINESS
If your business runs on referrals, you're not fully in control of your pipeline. A website and Google presence doesn't replace referrals — it means that when someone gets referred to you, or finds you searching locally, they arrive at something that confirms the decision. And occasionally, someone finds you who was never going to be in someone else's network.
CASE STUDY 03 · ORGANIC SOCIAL · FINANCIAL SERVICES · SIMCOE COUNTY + MUSKOKA
ROSE RAY FINANCIAL SERVICES
Setting the foundation · Facebook & Instagram · Co-operators insurance · Simcoe County + Muskoka
FACEBOOK · MAY 11 – JUL 11, 2026
55.6k
Views
19.2k
Unique viewers ↑45.6K%
189
1k
472
Link clicks ↑23.5K%
Content interactions ↑3.7K%
Profile visits ↑935%
INSTAGRAM · MAY 11 – JUL 11, 2026
19.1K
Views
6.2K
Reach ↑18.7%
55
193
137
Interactions ↑448%
Link clicks ↑100%
Profile visits ↑589%
THE SITUATION
An established Co-operators office with deep roots in the community — but a social presence that didn't reflect it. Pages existed but were inconsistent, underbranded, and generating almost no organic reach. In a rural market built on relationships, the digital presence wasn't matching the reputation being built in person.
THE OBJECTIVE
Before building reach, the foundation needed to be right. Refreshed page visuals, a consistent brand voice, and a content strategy rooted in community — not products. The goal wasn't to go viral. It was to make sure that when someone in Coldwater, Severn, or Oro-Medonte looked up Rose Ray, what they found actually reflected who they are.
THE APPROACH
Community-first content calendar: local event promotion, team spotlights, seasonal moments, and stories anchored to the specific communities served — by name. Coldwater. Oro-Medonte. Severn. Orillia. Posting cadence designed to build algorithmic reach organically, without paid amplification. Every post written to feel like it belongs in someone's feed, not pushed into it.
METRIC | THIS RESULT | PLATFORM AVERAGE (2025-26) |
|---|---|---|
Facebook content interactions | 189 ↑ 3,700% | 0.15% median organic engagement — historic low |
Facebook link clicks | 472 ↑ 23,500% | Organic link clicks declining across most pages |
Instagram interactions | 137 ↑ 448% | Platform-wide declining (−16% YoY) |
Percentage increases reflect growth from a low baseline at the start of the engagement. The more meaningful signal is the trajectory: every metric is moving in the right direction on a platform where most pages are declining.
WHAT THIS PHASE WAS REALLY ABOUT
In a rural market, trust isn't built through reach — it's built through recognition. Consistent, community-rooted content establishes the brand as a familiar presence before anyone needs insurance. That's the foundation paid strategy builds on later.
WHY THE PERCENTAGE INCREASE LOOKS DRAMATIC
Starting from a near-dormant baseline makes percentage growth appear large. What's more significant is that absolute numbers — 472 link clicks, 189 interactions, 1K profile visits on Facebook alone — are meaningful activity for a local insurance office in a community of this size.
WHAT THIS MEANS FOR YOUR BUSINESS
In small and rural markets, organic social works when the content is genuinely about the community. The audience scrolls to see their neighbours. Showing up in that context — consistently and authentically — builds the kind of recognition that eventually makes every other marketing effort easier.
THE PATTERN
What these projects have in common.
01
Diagnosis before tactics
Every project started by identifying the specific gap — not running more ads or posting more content. The work changed when the actual problem was named first.
02
Sequence before volume
In every case, the order of steps mattered more than budget. Trust built first. Conversion asked second. Matching the ask to where the audience actually was made the funnel efficient.
03
The ask matched the trust
No campaign asked for more than the audience was ready to give. Cold traffic got content. Warm audiences got the offer. Ready audiences got the CTA.
