Home Improvement Digital Marketing Case Study

Results Snapshot

A coordinated multi-channel strategy created several reliable pathways for customers to discover Security Plus, explore its product range and make an enquiry.

01

Consistent Paid Search Conversions

Google Ads generated an average of between 150 and 200 tracked conversions each month across priority product categories. Stronger campaign segmentation, clearer buyer-intent targeting and more disciplined budget allocation helped improve relevance while supporting consistent lead generation.

02

Scalable Facebook Lead Generation

Product-led campaigns across Facebook and Instagram generated between 70 and 100 enquiries each month. Campaigns were structured around specific products, locations and audience groups, helping Security Plus reach relevant homeowners earlier in the decision-making process.

03

Real-Time Lead Capture

Managed live chat added another high-intent conversion pathway across important product and service pages. Human-backed support captured between 50 and 60 qualified lead submissions each month, including enquiries made outside standard business hours.

04

Stronger Organic Visibility

At its peak, 57 priority keywords ranked on page one of Google, with more than 100 keywords appearing across the first two pages. Improved product content, local relevance and website authority helped Security Plus reach more customers actively researching home improvement solutions.

From Established Capability to Connected Digital Growth

Security Plus already had a broad product range, an experienced team and a strong customer proposition. The challenge was to create a connected digital model capable of turning that capability into more consistent visibility, stronger enquiry volume and measurable growth across multiple channels.

A Trusted Home Improvement Provider

Security Plus is an established home improvement provider specialising in roller shutters, plantation shutters, indoor blinds, outdoor blinds and security doors. The business serves customers across Victoria and has continued expanding into New South Wales, offering high-quality Australian-made products designed around the security, privacy, energy efficiency and design needs of individual homes.

With decades of industry experience, Security Plus had already developed the product knowledge, operational capability and customer proposition required to support further growth. The opportunity was to build a stronger digital acquisition model capable of connecting those strengths with homeowners at different stages of the buying journey, from early research and product comparison through to high-intent enquiry.

Strong Products, Fragmented Digital Performance

Before working with oacdigital, the business had primarily relied on basic SEO and Google Ads activity. Those channels were generating some visibility and enquiries, but the wider strategy lacked the segmentation, tracking and continual optimisation required to scale confidently. Campaigns were not sufficiently structured around individual products, locations and levels of buying intent. The business was also missing opportunities across Microsoft Ads, Facebook Ads, remarketing and real-time lead capture. Customers who visited the website but did not enquire immediately were not being consistently re-engaged, while high-intent visitors had limited conversion options beyond forms and telephone calls.

Measurement was another limitation. Security Plus needed a clearer view of which campaigns, products, locations and channels were producing valuable interactions so investment could be directed towards the areas with the greatest commercial potential. The objective was not simply to add more platforms. It was to create a coordinated acquisition model in which every channel had a defined role and performance could be assessed across the broader customer journey.

Building a Full-Funnel Acquisition Model

We developed an integrated strategy spanning Google Ads, Search Ads 360, Microsoft Ads, Facebook Ads, SEO, local optimisation, display remarketing and managed live chat. Each channel addressed a different stage of the buying journey, from creating awareness and re-engaging previous visitors through to capturing high-intent searches and converting customers ready to request a quote.

Capturing High-Intent Demand Across Paid Search

We rebuilt the Google Ads account around Security Plus’s priority product categories, including roller shutters, plantation shutters, security doors and indoor and outdoor blinds. Campaigns were segmented according to product, state and customer intent. This created greater control over targeting, messaging, landing-page relevance and budget allocation while making it easier to identify which combinations were generating the strongest enquiries. Once the campaign foundations were established, the account was transitioned into Search Ads 360. This supported more advanced bidding, greater optimisation frequency and clearer management across an expanding paid search structure.

Microsoft Ads was also incorporated into the strategy, extending reach beyond Google and creating another pathway to customers actively researching home improvement products. The objective was not simply to generate more clicks. It was to create a coordinated paid search model capable of capturing existing demand more efficiently across multiple platforms and product categories.

Creating Demand and Strengthening Visibility

Alongside paid search, we launched product-focused campaigns across Facebook and Instagram. Static creative, carousels and seasonal offers were used to promote individual product categories to relevant audiences across priority locations. Campaigns were structured around products, geographic markets and audience groups so messaging could be aligned more closely with each customer segment. Paid search captured customers already looking for a specific solution, while Facebook Ads introduced Security Plus products to homeowners who were still researching, comparing options or considering future improvements.

Re-Engaging, Converting and Measuring Customer Demand

Remarketing campaigns across the Google Display Network kept Security Plus visible to people who had already visited the website but had not yet made an enquiry. Product-specific ads reintroduced relevant solutions as customers continued researching and comparing providers. These campaigns generated more than one million impressions and thousands of return visits, helping maintain awareness throughout a buying process that often involved an extended period of consideration. Managed live chat added another high-intent conversion pathway across important product and service pages. Human-backed support was available during and outside standard business hours, helping capture customers who had questions or wanted assistance before submitting a formal quote request. Campaign and conversion tracking was then centralised across the wider digital ecosystem. The client received clear live reporting across Google Ads, Microsoft Ads, Facebook Ads, SEO, remarketing and managed live chat, creating a more complete view of how each channel contributed to customer acquisition. OAC Labs supported the deeper analysis behind strategy and optimisation. This helped our team identify meaningful patterns across products, audiences, locations and conversion types, then refine priorities based on commercial performance rather than isolated channel metrics.

The SEO strategy strengthened this broader acquisition model by improving product relevance, local discoverability and website authority. We reviewed and refined important service pages, site structure, metadata, content alignment and internal linking. Suburb and location-focused landing pages were also developed for strategically important markets, helping Security Plus become more relevant for customers combining product needs with local search terms. Authority building supported the on-site work, allowing more product and location pages to compete for commercially valuable searches over time.

From Disconnected Channels to Scalable Lead Generation

The result was not simply more activity across more platforms. Security Plus gained a connected digital acquisition model in which each channel supported a defined stage of the customer journey and contributed to the same commercial objective.

Multiple Channels Supporting the Same Growth Objective

Google Ads, Search Ads 360 and Microsoft Ads captured customers actively searching for specific products, while SEO and local optimisation expanded the business’s visibility across valuable organic markets. Facebook Ads introduced relevant products to homeowners earlier in the buying journey, while remarketing kept Security Plus visible as customers continued comparing providers and solutions. Managed live chat helped convert more of that demand by giving customers immediate access to human support when they were ready to take the next step. Rather than operating as separate marketing activities, each channel contributed to a broader acquisition model designed to move customers from initial discovery through to enquiry.

Greater Visibility and More Ways to Convert

The combined strategy generated consistent activity across every major channel, including 150 to 200 monthly Google Ads conversions, 70 to 100 Facebook enquiries and 50 to 60 qualified live chat leads. Organic visibility also strengthened significantly, with 57 keywords reaching page one and more than 100 appearing across the first two pages of Google at peak performance. Security Plus gained a more scalable digital foundation, clearer performance visibility and a stronger ability to direct investment towards the products, markets and channels producing the greatest commercial opportunity.