CASE STUDIES

T. Whitaker Painting

For over 35 years, T. Whitaker Painting has provided South Jersey with exceptional interior, cabinet, and exterior painting services. With outstanding customer service, professionalism, and unparalleled expertise, T. Whitaker has firmly established themselves as one of the leading home services companies in the state.

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OUR APPROACH

As their client base grew, so did their offerings. T. Whitaker soon expanded beyond painting by offering homes soft washing services — a crucial solution for homes impacted by local weather and climate conditions. But as is with any organization, business ebbs and flows. Given that some of T. Whitaker’s offerings are seasonal, developing a modernized digital marketing strategy was not only a matter of staying current, but necessary for continued success.

Bringing T. Whitaker Painting’s Digital Strategy Up to Speed with ONE18

After undergoing a website design from another vendor, T. Whitaker Painting was not happy with the process. They began seeking a new partner who can take their website and bring it to the next level with content marketing and SEO and new landing pages. Ultimately, ONE18 fixed a lot of the errors they had.

The Marketing Challenges + How ONE18 Helped T. Whitaker

Given that T. Whitaker is a B2C company, it was imperative that ONE18 helped them generate residential leads. With interior, cabinet, and exterior painting + soft washing services, there were four buckets in which we sought to fill for T. Whitaker.

How did ONE18 accomplish that, you ask?

ONE18’s Personalized Services

  • Content marketing – primarily consisting of 2 informative blogs/month on relevant topics to T. Whitaker’s offerings + household problems that South Jersey residents face.
  • SEO strategy – ONE18 performed robust keyword research + optimization for every page of the T. Whitaker website, ensuring that they rank highly on Google.
  • New landing pages – ONE18 also created new SEO-primed landing pages that targeted specific areas of New Jersey that T. Whitaker was looking to establish/maintain a foothold in, including Barnegat, Manahawkin, and Little Egg Harbor.
  • Web design – enhanced the site’s user experience with cosmetic changes including updating header and menu items; text updates on existing pages for SEO; catering SEO needs to specific counties
  • Paid ads – ONE18 began running ads for T. Whitaker through Meta (Facebook + Instagram). Over the course of the contract, ONE18 experimented with several methods of lead generation — including text ads, Reels, and Dynamic Creative. After testing several combinations of the three, ONE18 eventually achieved success in providing T. Whitaker leads. 

T. Whitaker’s Paid Ads Journey

The path to securing the leads T. Whitaker needed was far from easy. It took a lot of consistent evaluation and re-strategizing from ONE18’s internal ads team to learn what truly resonated with their target audience. We quickly established that T. Whitaker’s target audience would best be reached through Meta (Facebook + Instagram) and Google Local Service Ads (LSA).

Meta

Before developing a steady pipeline of leads, ONE18 experienced a challenging start to T. Whitaker’s Meta ads. Trying a litany of different description/headline combinations, carousels, single image ads, call ads, Reels, and Dynamic Creative, we took time to find what really stuck with audiences.

Overall, these assets revolved around the three primary services T. Whitaker offers: Soft Washing, Interior Painting, and Cabinet Painting. As fall and winter set in, we opted to roll back the Soft Washing ads to primarily focus on Painting. Reels and images showcased houses before and after T. Whitaker’s work – highlighting the distinction between lifeless homes to bold, bright, and modernized interiors + cabinets.

Since beginning their ads in summer 2023 T. Whitaker has…ONE18’s Personalized Services

  • Reached 38,400 users
  • Achieved 60,447 views on ads
  • Received 126,445 impressions (times ads were shown on screen)
  • Received 3,714 overall clicks
  • Achieved a 2.94% click-through rate (CTR)
  • Received 31 leads across their services

Google Local Service Ads (LSA)

Beyond Meta, T. Whitaker also ran ads through Google LSA. It was imperative to get T. Whitaker on LSA because, as a B2C business, potential clients are more inclined to trust businesses  that are verified by Google. With LSA, T. Whitaker appeared at the top of local search results with a “Google Guaranteed” badge — which required several hurdles to jump through — thus assuring potential clients of their legitimacy and trustworthiness.

Through LSA, T. Whitaker was able to reach even more potential clients within their target area who were specifically searching for painting services. This led to an increase in leads and ultimately conversions for the business. With the combination of traditional ads and Google LSA, T. Whitaker has been able to successfully attract new clients, increase brand awareness, and establish themselves as a reputable and trustworthy business. As of this writing, T. Whitaker received 81 leads since beginning their run on the platform.