CASE STUDY • HOME SERVICES
Bradley Mechanical
Full-funnel creative direction for MEP marketing; unifying Traditional Media, Google & Display Ads, Facebook & YouTube, Organic Facebook & Instagram, SEO/SEM, and a conversion-focused website redesign.
Role: Creative Director
Scope: Traditional Media · Google & Display Ads · Facebook & YouTube Ads · Organic Social (Facebook & Instagram) · Website Redesign · SEO/SEM · Analytics & Attribution
Situation
Bradley Mechanical is a family-owned HVAC, Plumbing, and Generator company competing in a crowded regional market. Channels operated in silos (Traditional, Search/Display, Social, Web) with inconsistent brand expression and limited cross-channel attribution, making it difficult to connect media to booked jobs.
The mandate: unify Traditional, Search/Display, Social, and Web under a single creative system; launch a conversion-first website; strengthen SEO/SEM; and implement measurement across channels.
Problem
- Website was slow and not conversion-optimized.
- Paid media and Traditional lacked a unified creative system.
- High CPL in search/display; weak remarketing utilization.
- Organic social lacked pillars, cadence, and link-level tracking.
Solution
- Google Search & Display: service-line keyword clusters, negative-match hygiene, remarketing, and seasonal LP parity.
- Paid Video & Social: YouTube pre-roll + Facebook Lead Ads; geo + custom intent + CRM lookalikes; video hooks and offer tests.
- Traditional Media: refreshed radio/TV/print/OOH with seasonal creative and vanity URLs/call-tracking per channel.
- Website: mobile-first performance, service LPs, sticky CTAs, call scheduling, financing widgets.
- SEO/SEM: CWV, LocalBusiness/Service schema, location hubs, review ops, non-brand content clusters.
- Organic Social (FB/IG): content pillars (How-To, Social Proof, Seasonal Offers, Culture); 3–4 posts/week + Stories/Reels; response standards; link-in-bio with UTMs.
Achievements & Highlights
Full-Funnel System
Unified Traditional, Paid Digital, and Social under one creative and measurement framework.
Content Engine
Branded templates, calendar, and response playbook for consistent posts, Stories, Reels, and community care.
Attribution
UTMs, channel-specific tracking numbers, and GA4 conversion definitions enabled cross-channel path insights.
Brand & Visual Systems
- Shared art direction for Traditional, Google/Display, FB/IG (paid + organic), YouTube, and Web.
- Modular components for seasonal promos and service lines.
- Social post & Story/Reel templates; voice & response guidelines.
Campaigns & Media
- Google Search/Display with remarketing and LP parity.
- Paid Facebook Lead Ads + YouTube pre-roll for reach and demand gen.
- Radio/TV, OOH, and print with measurable calls to action.
- Organic Facebook & Instagram: 3–4 posts/week + Stories/Reels, UGC/testimonials, FAQs, seasonal tips, community management.
Creative Leadership
- Led cross-channel creative strategy and budget guidance.
- Aligned ad-to-landing narratives; standardized tracking (UTMs, call tracking).
- Established social calendar & response SLAs to protect brand voice.
Key Outcomes & KPIs
+18.4% Revenue YOY
Surpassing Growth % Expectations
+63% Leads -34% Avg. CPL
Google Local Services Continued Growth
+78% Conv. +17% CVR
Display Remarketing Wins
3.33M Views $0.014 CPV
YouTube Ads Grow Efficiency ~7.8k clicks
+19% users +60% clicks
Digital & Streaming Lift
+59 % SEO Calls
SEO Lead Quality Improvement YOY
3.92M Reach
Organic Facebook Surge 11.5k link clicks
72.5 NPS
Reputation & NPS Promoters +23% Detractors -13%
Attribution & Testing
- Channel-level UTMs & GA4 conversion paths
- Call tracking by channel/campaign
- Geo holdouts / incrementality
- Creative A/B (CTA, hooks, video cuts)
Organic & Paid Tracking
- Content cadence (3–5/wk), Stories/Reels
- Link-in-bio and Story links with UTMs
- Reach, Saves, Shares, Profile Actions
- Assisted conversions (Social → Search)
Selected Work
Search Engine Marketing – Display Campaign
Special Program Logos
Elisa Hodapp 