Soumission Renovation - Customer Case study - J7 Media
Open a new geographic market with a 3-step sales tunnel

Case study

Since its foundation, RenoQuotes.com has processed more than 150,000 projects and has a network of more than 7,500 entrepreneurs—and these figures keep increasing at lightning speed.

RenoQuotes.com approached J7 Media with one goal in mind: access Canada's English-speaking territory through Facebook. All of its other advertising channels, which performed very well in Quebec, were far too expensive for the rest of Canada. The client therefore saw an opportunity worth seizing with Facebook.

This case study will demonstrate, using 4 major points, how we managed to open a new geographic market using a 3-step sales tunnel.


Our Initial Assessment

  • No sales tunnel in place on Facebook to acquire potential customers
  • No successful advertising channel for the rest of Canada
  • Considerable volume of website traffic that could be used for remarketing campaigns

Our Objectives

  • Find an advertising approach on Facebook that allows us to maintain a return of 1.5 (for every dollar invested, the client makes $1.50).
  • Find advertising approaches that can highlight several of their services (basement renovations, bathrooms, roofing, etc.).

Our Strategy

  • Create a renovation price guide to generate as many email addresses as possible and direct potential customers to a dedicated sales tunnel.
  • Segment the campaign approach by service-based vertical: bathroom, basement, kitchen, etc.
  • Create a multi-step sales tunnel to ensure that the obtained “lead” is properly filtered.
  • Favour broad targeting and not by city/region.

Case studies

Create a renovation price guide to generate as many email addresses as possible and enter the customer into the sales tunnel

After conducting numerous tests in French and English speaking environments, we quickly realized that it became impossible to generate leads at an acceptable price using only a direct advertising approach. 

With this in mind, we were forced to go back to the beginning and ask ourselves: if it’s impossible for us to generate complete forms with Facebook advertising, how could we build an audience filled with our ideal customers? 

This is how, in collaboration with the client, we decided to create "The Renovation Price Guide". This price guide was to be given in exchange for an email address.

Recalling that our client had told us that the cost of renovations was the most frequently asked question, we thought it would be effective to provide answers through an informative guide.


Create a renovation price guide to generate as many email addresses as possible and enter the customer into the sales tunnel

After conducting numerous tests in French and English speaking environments, we quickly realized that it became impossible to generate leads at an acceptable price using only a direct advertising approach. 

With this in mind, we were forced to go back to the beginning and ask ourselves: if it’s impossible for us to generate complete forms with Facebook advertising, how could we build an audience filled with our ideal customers? 

This is how, in collaboration with the client, we decided to create "The Renovation Price Guide". This price guide was to be given in exchange for an email address.

Recalling that our client had told us that the cost of renovations was the most frequently asked question, we thought it would be effective to provide answers through an informative guide.


Segment the campaign approach by service-based vertical: bathroom, basement, kitchen, etc.

After implementing an approach with the price guide, we started generating some interesting leads. However, one issue always remained: we were unable to predict the quality of the lead resulting from the guide.

It is important to understand that, for our client, someone interested in renovating their basement doesn’t have the same value as someone looking to paint their garage.

It was at this point that we made the decision to develop our advertisements by service-based vertical in order to ensure that we properly control what type of lead we could activate.

The first service vertical that we decided to put forward: basement renovations.


Segment the campaign approach by service-based vertical: bathroom, basement, kitchen, etc.

After implementing an approach with the price guide, we started generating some interesting leads. However, one issue always remained: we were unable to predict the quality of the lead resulting from the guide.

It is important to understand that, for our client, someone interested in renovating their basement doesn’t have the same value as someone looking to paint their garage.

It was at this point that we made the decision to develop our advertisements by service-based vertical in order to ensure that we properly control what type of lead we could activate.

The first service vertical that we decided to put forward: basement renovations.


Create a multi-step sales tunnel to ensure that you maintain a favourable quality of customer

Initially, we had a 2-step sales tunnel. However, the quality of the leads wasn’t always available and we often lacked certain information needed to quickly activate the project. We therefore added a new step to the sales tunnel to filter out unwanted leads. It’s important for RenoQuotes to maintain a high quality of customer since they must then sell these leads to entrepreneurs. As a result of this change, the cost of acquisition was expected to increase at the same time as the quality of customer—but, surprisingly, it didn’t.

Create a multi-step sales tunnel to ensure that you maintain a favourable quality of customer

Initially, we had a 2-step sales tunnel. However, the quality of the leads wasn’t always available and we often lacked certain information needed to quickly activate the project. We therefore added a new step to the sales tunnel to filter out unwanted leads. It’s important for RenoQuotes to maintain a high quality of customer since they must then sell these leads to entrepreneurs. As a result of this change, the cost of acquisition was expected to increase at the same time as the quality of customer—but, surprisingly, it didn’t.

Favour broad targeting and not by city/region

In the beginning, we had an approach that targeted specific cities like Toronto, Ottawa, and Calgary. This was so that we could customize the ads and landing pages. We believed this approach would improve our results. 

However, it was when we made the decision to implement broad targeting in Canada that the results greatly improved. Rather than design different campaigns by city, we now have a global campaign in which we target the cities that interest us, and we let Facebook use its AI. 


Favour broad targeting and not by city/region

In the beginning, we had an approach that targeted specific cities like Toronto, Ottawa, and Calgary. This was so that we could customize the ads and landing pages. We believed this approach would improve our results. 

However, it was when we made the decision to implement broad targeting in Canada that the results greatly improved. Rather than design different campaigns by city, we now have a global campaign in which we target the cities that interest us, and we let Facebook use its AI. 


Results
10,000

Budget

The client went from a budget of $0/month in Facebook advertising to $10,000/month.

150

Project

The client generates around 150 projects per week via Facebook for English-speaking Canada.

2

ROAS

The client generates an average return on investment of 2. Each time they invest $1 on Facebook, they make $2.

J7 Media taught us that if a business is serious about dominating on Facebook and its other channels, it cannot simply rely on short-term campaigns. We had the ambitious goal of expanding into new territories on the Canadian market, but we knew that doing so would take time and would require a strong long-term strategy. We put our trust in the J7 team and went from having a monthly advertising budget of $0 to allocating more than $10,000 per month to the platform. These results can be directly attributed to a long-term strategy that has allowed us to grow our business and go from being a provincial to a national player.

- Michel Jodoin, Président et Fondateur de Soumission Rénovation


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