{"id":65401,"date":"2025-02-10T11:25:44","date_gmt":"2025-02-10T19:25:44","guid":{"rendered":"https:\/\/www.singlegrain.com\/case-studies\/"},"modified":"2025-10-02T12:15:25","modified_gmt":"2025-10-02T19:15:25","slug":"case-studies-schumacher-homes-meta-awareness","status":"publish","type":"casestudy","link":"https:\/\/www.singlegrain.com\/case-studies\/case-studies-schumacher-homes-meta-awareness\/","title":{"rendered":"Schumacher Homes"},"featured_media":0,"menu_order":0,"template":"","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"","_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"See how Single Grain helped Schumacher Homes increase branded searches by 25%, generate new leads, and lower CPL with a Meta TOF campaign.","_yoast_wpseo_meta-robots-noindex":""},"tags":[],"class_list":{"0":"post-65401","1":"casestudy","2":"type-casestudy","3":"status-publish","5":"types-paid-media","6":"types-social"},"acf":{"long_title":"How Schumacher Homes Increased Brand Awareness<\/strong> and Lowered CPL by 42%<\/strong> With Meta Ads","cover_photo":"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2025\/02\/schumacherhomes.webp","cover_text":"

Schumacher Homes relied heavily on Google Search to drive marketing-qualified leads (MQLs) and sales. However, search volume had plateaued<\/strong>, particularly in metro areas where Schumacher Homes had lower brand recognition. With demand stagnating, cost per lead (CPL) increased<\/strong>, making customer acquisition more expensive.<\/p>\n","flexible_content":[{"acf_fc_layout":"casestudy_numbers","figures":[{"caption":"Branded Searches","value":"80k to 100k ","result":"Branded searches increased by 25%"},{"caption":"CPL decreased","value":"-42% ","result":"from $125 to $72 MoM"},{"caption":"Qualified Leads","value":"+35","result":"leads came in MoM"}]},{"acf_fc_layout":"regular_text_editor","content":"

Challenges<\/strong><\/h2>\n

Schumacher Homes faced several roadblocks that limited growth:<\/p>\n

    \n
  • Stagnant branded search volume<\/strong> \u2013 Awareness was low in key metro areas, limiting new lead generation.<\/li>\n
  • Over-reliance on Google Search<\/strong> \u2013 Cost per MQL was rising due to a lack of organic demand growth.<\/li>\n
  • Increasing cost per lead (CPL)<\/strong> \u2013 Without new awareness campaigns, customer acquisition costs were becoming unsustainable.<\/li>\n<\/ul>\n

    A brand-focused demand generation strategy<\/strong> was needed to expand Schumacher Homes’ audience and improve conversion efficiency.<\/strong><\/p>\n

    Goal<\/strong><\/h2>\n

    Generate more interest and awareness of Schumacher Custom Homes to drive demand and lower acquisition costs.<\/strong><\/p>\n

    Process<\/strong><\/h2>\n

    1. Launching a Meta TOF Video Campaign<\/strong><\/h3>\n
      \n
    • Designed a video-first campaign with a reach objective<\/strong> to maximize unique views.<\/li>\n
    • Focused on increasing Schumacher Homes’ brand recognition<\/strong> in metro areas with lower search volume.<\/li>\n<\/ul>\n

      2. Measuring the Impact on Search Demand<\/strong><\/h3>\n
        \n
      • Tracked Google branded search volume<\/strong> before and after launching the Meta campaign.<\/li>\n
      • Monitored MQL growth and CPL reduction<\/strong> to gauge campaign effectiveness.<\/li>\n<\/ul>\n

        Results<\/strong><\/h2>\n
          \n
        • Branded searches increased by 25%<\/strong>, growing from ~80K to 100K after the campaign launch.<\/li>\n
        • 35 additional qualified leads generated month-over-month.<\/strong><\/li>\n
        • Cost per lead (CPL) decreased by 42%<\/strong>, dropping from $125 to $72 MoM.<\/li>\n<\/ul>\n

          After shifting from search-dependent lead generation to proactive brand-building on Meta, Schumacher Homes expanded its market presence while lowering acquisition costs.<\/strong><\/p>\n

          Key Learnings<\/strong><\/h2>\n
            \n
          • Brand awareness campaigns drive long-term demand.<\/strong> Increased branded searches show that Meta video ads influence search behavior and customer intent.<\/li>\n
          • Diversification beyond Google Search is crucial.<\/strong> Meta\u2019s reach campaigns created new demand in areas where Schumacher Homes had lower recognition.<\/li>\n
          • A lower CPL is possible with a full-funnel approach.<\/strong> Building awareness at the top of the funnel improves conversion efficiency in lower-funnel campaigns.<\/li>\n<\/ul>\n

            Want to Expand Your Brand\u2019s Reach and Lower Acquisition Costs?<\/strong><\/h2>\n

            If you\u2019re looking to increase demand, improve brand awareness, and drive more cost-effective leads<\/strong>, get in touch with Single Grain<\/strong> today.<\/p>\n"}],"cover_company_logo":"https:\/\/www.singlegrain.com\/wp-content\/uploads\/2025\/02\/schumacher-homes-logo.svg","growth_stats":[{"value":"-42%","text":"CPL Decrease"},{"value":"+20,000","text":"Branded Searches"}],"results_text":"

            To expand Schumacher Homes\u2019 reach, our team at Single Grain launched a top-of-funnel (TOF) Meta video campaign<\/strong> designed to boost brand awareness and drive new interest in Schumacher\u2019s custom homes.<\/strong><\/p>\n","problem_text":"

            Schumacher Homes faced stagnating growth in metro areas and rising CPLs due to limited brand awareness and over-reliance on Google Search ads.<\/p>\n","our_goal":{"title":"Generate more interest and awareness","category":"Paid Media","description":"

            Generate more interest and awareness of Schumacher Custom Homes to drive demand and lower acquisition costs.<\/p>\n"},"challenges":"

            Schumacher Homes faced several roadblocks that limited growth:<\/p>\n

             <\/p>\n

              \n
            • Stagnant branded search volume<\/strong>
              \nAwareness was low in key metro areas, limiting new lead generation.<\/li>\n
            • Over-reliance on Google Search<\/strong>
              \nCost per MQL was rising due to a lack of organic demand growth.<\/li>\n
            • Increasing cost per lead (CPL)<\/strong>
              \nWithout new awareness campaigns, customer acquisition costs were becoming unsustainable.<\/li>\n<\/ul>\n"},"yoast_head":"\nSchumacher Homes - Single Grain<\/title>\n<meta name=\"description\" content=\"See how Single Grain helped Schumacher Homes increase branded searches by 25%, generate new leads, and lower CPL with a Meta TOF campaign.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.singlegrain.com\/case-studies\/case-studies-schumacher-homes-meta-awareness\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Schumacher Homes\" \/>\n<meta property=\"og:description\" content=\"See how Single Grain helped Schumacher Homes increase branded searches by 25%, generate new leads, and lower CPL with a Meta TOF campaign.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.singlegrain.com\/case-studies\/case-studies-schumacher-homes-meta-awareness\/\" \/>\n<meta property=\"og:site_name\" content=\"Single Grain\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/singlegrain\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-02T19:15:25+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@singlegrain\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Schumacher Homes - Single Grain","description":"See how Single Grain helped Schumacher Homes increase branded searches by 25%, generate new leads, and lower CPL with a Meta TOF campaign.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.singlegrain.com\/case-studies\/case-studies-schumacher-homes-meta-awareness\/","og_locale":"en_US","og_type":"article","og_title":"Schumacher Homes","og_description":"See how Single Grain helped Schumacher Homes increase branded searches by 25%, generate new leads, and lower CPL with a Meta TOF campaign.","og_url":"https:\/\/www.singlegrain.com\/case-studies\/case-studies-schumacher-homes-meta-awareness\/","og_site_name":"Single Grain","article_publisher":"https:\/\/www.facebook.com\/singlegrain","article_modified_time":"2025-10-02T19:15:25+00:00","twitter_card":"summary_large_image","twitter_site":"@singlegrain","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.singlegrain.com\/case-studies\/case-studies-schumacher-homes-meta-awareness\/","url":"https:\/\/www.singlegrain.com\/case-studies\/case-studies-schumacher-homes-meta-awareness\/","name":"Schumacher Homes - Single Grain","isPartOf":{"@id":"https:\/\/www.singlegrain.com\/#website"},"description":"See how Single Grain helped Schumacher Homes increase branded searches by 25%, generate new leads, and lower CPL with a Meta TOF campaign.","breadcrumb":{"@id":"https:\/\/www.singlegrain.com\/case-studies\/case-studies-schumacher-homes-meta-awareness\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.singlegrain.com\/case-studies\/case-studies-schumacher-homes-meta-awareness\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.singlegrain.com\/case-studies\/case-studies-schumacher-homes-meta-awareness\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.singlegrain.com\/"},{"@type":"ListItem","position":2,"name":"Schumacher Homes"}]},{"@type":"WebSite","@id":"https:\/\/www.singlegrain.com\/#website","url":"https:\/\/www.singlegrain.com\/","name":"Single Grain","description":"Search Engine Optimization and Pay Per Click Services in San Francisco","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.singlegrain.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"lang":"en","translations":{"en":65401,"es":65684},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/www.singlegrain.com\/wp-json\/wp\/v2\/casestudy\/65401","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.singlegrain.com\/wp-json\/wp\/v2\/casestudy"}],"about":[{"href":"https:\/\/www.singlegrain.com\/wp-json\/wp\/v2\/types\/casestudy"}],"wp:attachment":[{"href":"https:\/\/www.singlegrain.com\/wp-json\/wp\/v2\/media?parent=65401"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.singlegrain.com\/wp-json\/wp\/v2\/tags?post=65401"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}