Client Success: Delivering ROI—and Expanding Ad Investments—for a Niche Local Business

05.20.2022 Sara Brasfield

Successful advertising campaigns can be a revenue-generating investment for any business. For small businesses operating with lean budgets, though, fear of poor ad performance can cause them to view this investment with caution.

Those businesses too often think of advertising as an optional line expense that they can’t afford until their customer base grows. But when advertising plays such a central role in attracting new customers and retaining existing ones, the decision to delay advertising investments can slow down growth for your customer base and your business revenue.

Even niche businesses can find value in digital advertising—especially when working with a trusted advertising partner. That’s what one local shredding business discovered after finally connecting with Cox Media to develop ad campaigns connected to the company’s business goals.

The Goal

After working with Cox Media’s Lead Gen team to generate new opportunities for its business, a local shredding service was encouraged to partner with Cox Media’s digital advertising experts to build supportive ad campaigns that would build upon the company’s success in lead generation.

Initially, the shredding service was reluctant to invest in local business advertising. After six months of conversation and trust-building, though, Cox Media’s advertising experts were able to sit down with the client, discuss advertising goals, and explore how those goals would be served.

In those conversations, the client expressed a desire “to be everywhere” and maximize its reach to potential clients. This enabled Cox Media to create an appropriate ad strategy that would satisfy the clients’ expectations.

The Solution

To fulfill the clients’ requests of being “everywhere,” Cox Media developed a holistic ad strategy that targeted the full sales funnel through a diverse ad strategy. This included ads delivered via linear TV, digital audio, targeted video and display, social media, and search campaigns.

This varied, multi-channel approach enabled the client to deliver ads to a diverse range of customers, and to seek out cost-effective ad inventories that could reach a niche audience. Through a holistic advertising approach, Cox Media helped the client optimize spending for maximum impact and ROI.

The Results

After the completion of the campaign’s initial four-month run, the local shredding service reported the following results:

  • More than 18,000 clicks over an initial four-month ad campaign;
  • An impressive 94.96 percent video completion rate for video ads;
  • An overall increase in business website traffic, phone calls and foot traffic;
  • Above-benchmark performance across all ad channels.

Based on the campaign’s success in a single market served by the client, the local shredding company renewed the campaign to continue growing its business within that service area. In addition, the business decided to expand the ad campaign to neighboring cities within the company’s service area, using digital advertising to expand the company’s visibility and reach into new markets.

Even for niche businesses with limited advertising budgets, digital advertising can help you reach a select audience while maximizing returns for your spending. Find out how Cox Media can help create a campaign connected to your business goals—contact us today to learn more.

About the Author

Sara Brasfield

Sara is the Content Marketing Manager for Cox Media’s corporate team in Atlanta, with a passion for writing and delivering relevant insights for advertisers. With more than seven years of experience in B2B marketing, Sara aims to help Cox Media’s current and future clients connect with their customers find new and unique ways to grow their business. Outside of the (now virtual!) office, Sara loves spending time running, reading and supporting her favorite teams (Go Braves & Gamecocks!).

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