LSM reduces wasted ad spend and boosts campaign efficiency for Driven Brands on Social
LSM reduces wasted ad spend and boosts campaign efficiency for Driven Brands on Social
Background
LSM is a Nashville-based, full service digital marketing agency specializing in driving new business leads to their clients across several different verticals. LSM is the 2017 Google Premier Partner Award winner for ‘Growing Businesses Online’. One of LSM’s clients is Driven Brands - the largest automotive services company in North America, whose range of services include vehicle repair, oil change, maintenance and car washing. Driven Brands operates nearly 1,000 car washes in 14 countries across the U.S., Europe, and Australia. Their portfolio of car wash brands includes Take 5 Car Wash, Frank’s, Racer Classic, SuperSonic and Goo-Goo.
Challenge
The weather has a huge impact on the automotive industry and car washes are no exception. Even a light period of rainfall can quickly extinguish demand for car washes. This is because rain can leave streaks and water spots on the body of a newly washed car once it has dried. LSM were looking for a solution to pause their advertising during periods of rain, in order to conserve ad spend when weather-driven demand for car washes was naturally low.
Objective
The objective was to drive customers to local car wash centers via a nationwide Facebook and Instagram Store Traffic campaign, whilst automatically pausing delivery in real-time in any locations experiencing rainfall.
Strategy & Execution
Ad sets were created in Facebook which targeted specific DMAs where the car wash centers were located. Using the Single Location Automation Flow in WeatherAds LSM then set up triggers at the ad level to automatically pause delivery during rainy weather and go live again when it was not raining. “The fast service from your team helped us answer questions and implement our strategy quickly”, noted LSM account manager Tyler.
Results
The campaign achieved its goal of conserving budget and eliminating wasted ad spend during rainy periods when demand for car washes was at a low ebb. Thanks to WeatherAds, those ad dollars were then automatically reinvested during periods of favorable weather, ensuring more efficient use of the campaign budget.
“We were able to be more efficient and strategic about when ads are running, and it was able to be automated. The client was happy that we had an automated solution in place to reduce ad spend during rain, meaning we had more budget available during peak times.”
- Tyler Millians, account manager, LSM
