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

A more structured paid search model helped Security Plus capture high-intent demand across priority products and locations. Stronger campaign segmentation, clearer buyer-intent targeting and more disciplined budget allocation improved relevance while supporting a consistent flow of tracked customer actions.

02

Scalable Facebook Lead Generation

Product-led campaigns across Facebook and Instagram created another reliable source of enquiry generation. Campaigns were structured around specific products, locations and audience groups, helping Security Plus reach relevant homeowners earlier in the decision-making process.

03

More Qualified Conversion Pathways

Managed live chat introduced an additional high-intent conversion pathway across important product and service pages. Human-backed support helped capture qualified enquiries during and outside standard business hours while providing clearer visibility into where those opportunities originated.

04

Stronger Organic Search Visibility

Organic visibility improved across priority product and location searches, with 57 keywords reaching page one and more than 100 appearing across the first two pages of Google during the engagement. Stronger 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 generation 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 customer actions.

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, helping maintain brand 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, with human-backed support available during and outside standard business hours to assist customers before they submitted a formal quote request.

Qualified live chat leads were tracked separately based on agreed criteria and attributed back to the marketing source and campaign that generated the visit. Campaign and conversion tracking was centralised across Google Ads, Microsoft Ads, Facebook Ads, SEO, remarketing and managed live chat, giving Security Plus a clearer view of how each channel contributed to customer acquisition. OAC Labs supported the deeper analysis behind strategy and optimisation, helping our team identify meaningful patterns across products, audiences, locations and conversion types and refine priorities based on commercial performance rather than isolated channel metrics.

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 created consistent customer activity across paid search, Facebook Ads, organic search, remarketing and managed live chat. Security Plus gained stronger visibility across priority products and markets, more ways for customers to enquire and clearer insight into which channels were contributing to commercial opportunity. Organic performance also improved, with 57 keywords reaching page one and more than 100 appearing across the first two pages of Google during the engagement. Combined with more structured paid media, additional conversion pathways and centralised reporting, this gave Security Plus a more scalable digital foundation and a stronger ability to direct investment towards the products, markets and channels producing the greatest value.