Case study
Precision and Hibu add display ads to robust marketing mix to lift leads by 5.2% in two months
Key learnings
5.2%
Lift in lead volume from June to August 2023
5%
Increase in ad spend leading to efficient growth
Solutions used
For small, specialized businesses, bringing in outside advertising expertise can be crucial for accelerated brand growth. Precision Pointing and Restoration (Precision) is a family-run business based in the U.S. that offers premium services for all kinds of residential building projects. However, their expertise is in masonry—not marketing. So, to keep growing, Precision sought a partner that would meet them where they were to tailor a digital marketing plan according to their specific needs.
In 2023, they engaged Amazon Ads partner Hibu, a company that uses artificial intelligence and other cutting-edge tools to create robust digital marketing programs. Hibu committed to regular meetings with Precision to truly understand their audience and goals, and together, the companies crafted an effective digital marketing program to increase high-quality leads and grow Precision’s business.
Precision Pointing and Restoration (Precision)
Elevating brand awareness using display ads
Over the course of the partnership, Hibu has helped Precision enhance their online presence through several channels using Hibu’s portfolio of digital marketing solutions, but Precision wanted to continue to grow in 2023. Even though Precision is a nonendemic service provider, meaning they don’t sell products on Amazon, Hibu knew that harnessing the unique audience-reaching capabilities of display ads could help Precision generate more impressions and clicks.
Hibu hypothesized that by focusing their efforts on audiences interested in garden, home improvement, and lifestyle products, Precision would boost their lead volume. The partner added display ads to Precision’s robust marketing mix, which already included an active online presence on their website and social media, as well as advertising across search, display, and social channels. Display ads complemented this mix, which elevated awareness of their services off of Amazon.
— Nick Hopkins, vice president of product strategy and development, HibuWhen we added Amazon display ads to Precision’s digital marketing program, we hoped to see impact not only in impressions and clicks but also in the form of increased leads to their business—and that’s exactly what we measured. Display ads isn’t just about delivering exposure across the Amazon audience; it’s about real impact on business growth.
Boosting lead volume to spark brand growth
Hibu used their proprietary multichannel lead tracking system to measure Precision’s total leads before and after implementing display ads. Hibu found that Precision achieved a 5.2% lift in their lead volume from June to August 2023 . 1 Because the brand only increased spend by 5% to add display ads to their marketing mix, Hibu determined that display ads delivered leads to the business as efficiently as Precision’s other channels.2
Following this success, the companies expect that Precision’s increased exposure on Amazon will have a positive impact on local brand awareness, which will boost growth and help them reach secondary goals, such as hiring an artisan workforce. In addition, through this campaign, Hibu recognized the value of using display ads for nonendemic businesses. They commercially launched display ads as part of their digital marketing solutions portfolio in April 2024 so that thousands of Hibu’s small- and medium-sized business clients can achieve results like Precision did.
— Jessica Eror, co-owner, Precision Pointing and RestorationWe set out to grow our business, and we outperformed what we were expecting. We’ve practically doubled our business.
Sources
1-2 Hibu, US, 2024