j&l building materials
Paid Social Advertising
Growing qualified traffic for a local building supply company through social advertising.
J&L Building Materials is a family-owned independent distributor, serving professional contractors and builders across its eight locations in Southeastern Pennsylvania and Delaware.
The Challenge
J&L is a well-established and trusted name among contractors but they wanted to reach the other part of their audience — homeowners. They needed to increase their visibility and get in front of this key audience at just the right moment, before the start of a home construction project.
Our Strategy
We recommended Pinterest as an affordable and effective platform to reach homeowners looking to start house projects. After a year of running ads, we revisited our strategy to refresh it with new research.
We assessed trending topics on Pinterest and Google Trends to create a relevant and timely ad calendar. Then we executed our campaigns based on seasonal trends, using optimal ad practices and precise audience targeting.
The Results
Within the first month of implementing our refreshed Pinterest strategy, we saw results increase across the board. We had maintained the same ad spend, but clicks were up by 427% year over year and we saw an increase in valuable website actions attributed to paid social, like file downloads and direction requests to J&L’s various showrooms.
