Not your traditional home services advertising campaign
When Wilmington fencing & decking company Quality Work Force came to us to build an integrated marketing campaign in early 2026, they had everything a great brand needs: a veteran-staffed team, real craftsmanship, and a story worth telling. What they didn't have was advertising that matched any of it. Most fencing companies in the Cape Fear region run the same playbook: price, availability, "free estimate." As a Wilmington-based advertising agency, we knew the market well enough to know that wasn't going to cut through... So, we convinced QWF to throw that playbook out entirely.
CLIENT
YEAR
2026
SERVICES
brand strategy, OOH, print advertising, paid social media, copywriting, creative direction, web design
Most home services companies simply advertise features. For our integrated ad campaign, we advertised a feeling. Rather than leading with boring product specs, warranties, or pricing, we built the Little Johnny campaign around a single, universal insight: everybody wants their backyard to feel like their own private world. That integrated ad campaign idea scaled across every touchpoint - billboard, print, and social - without changing a word of the concept.
Through Meta advertising, we extended that personality across a full creative suite, testing angles like Gator Season, Ignorance is Bliss, and Your Rules to find what resonated most with Wilmington homeowners. We backed it all up with a new website designed to convert the traffic the campaign was driving - clean service pages, a detailed quote form, and copy that matched the brand's veteran identity from headline to footer.
In just the first two months on Meta alone (March 15 – May 13, 2026), the campaign reached 10,368 unique people across the Wilmington and Cape Fear region with 35,038 total impressions, generating 14 qualified leads at a $79.53 cost per lead. Our overall CTR of 1.99% more than doubled the trades industry average of 0.80% - which is exactly what happens when you plan an integrated ad campaign to stop looking like every other contractor in the market and start acting like a brand people actually want to pay attention to.
35,038 IMPRESSIONS
$79.53 CPL
10,368 UNIQUE VIEWS
1.99% CTR
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