Local Business Wants More Local Customers

Dave and Donna Smith own the Baltimore franchise of Gotcha Covered. These skilled design consultants provide expert recommendations and affordable, customized solutions, ranging from blinds to shades to drapes.

The business was off to a good start, but it wasn’t growing fast enough. Many prospects were located outside their service area, and they weren’t getting enough interest from qualified customers in town.

In 2022 Dave asked our team to help grow their business. Given the visual nature of the window treatments and their target demographic, we developed an advertising campaign on Instagram.

The Instagram Ads Campaign

We worked with Dave to create an effective strategy for advertising on Instagram. Then, we created an Instagram ads campaign with two different kinds of targeted ads:

1. A General Ad, linking to their website’s home page
2. A Design Style Ad, linking to the Design Style Quiz on their website

Both ads showed the same kind of images and were created to direct traffic to Gotcha Covered’s website. The differences between them were their headlines and their landing pages.

The Results

We ran the campaign for approximately two months. After that, we analyzed the results.

• How many people saw the ads and clicked on them?
  The Instagram ads were shown 61,081 times (impressions) to 19,434 unique people (reach), generating 574 clicks. The result was a 0.94% click-through-rate (CTR).
• Which age and gender demographic favored the ads?
  Most of the ads were shown to women in the 35–44 age range, but the highest CTRs were for women 55–64 and 65+.
• How much did it cost?
  With a total cost of $817.56, the cost-per-click (CPC) was $1.42 and the cost-per-impression (CPI) was $0.0134.
• Which type of ad performed better?
  It was evident that the Design Style Ads performed much better. They generated 493 clicks with a click-through-rate (CTR) of 0.96%, as opposed to 81 clicks and a 0.82% CTR for the General Ads.
• How much Instagram post engagement was generated by the ads?
  The ads generated 718 post engagements, made up of 574 link clicks, 112 post reactions, 24 post saves, 7 post shares, and 1 comment.

A Successful Window of Opportunity

After only two months of running the Instagram ads campaign, Dave was inundated with new business. He said, “This advertising campaign was so successful that we had to pause it to keep up with the demand. We are now revamping for future growth, and we hope to re-engage with this strategy again in the future.”

Business Lessons

Based on our experience with this Instagram ads campaign for Gotcha Covered, here are some important takeaways for any business.

1. Put something special on your website that generates interest in your product or service.
   Due to the success of the Design Style Ad in particular, we discovered that customers were really attracted to the Design Style Quiz. This assessment was a good way to draw in people to the website. So, what could you put on your website that generates interest in your product or service? Is there some kind of quiz or assessment that gives value to what you offer?
2. Use the power of social media advertising to attract people to your business.
   Dave realized that he needed a professional strategy to successfully advertise on Instagram, so he came to us for that. If you’re interested in coming up with a strategy for your business, then feel free to connect with us. We’d love to make your business the next success story.