As of December 2025, Overhead Door Madison is running Meta ads primarily as a brand awareness play rather than a direct lead-generation channel. The campaign is delivering high traffic volume at a low cost, and a concurrent landing page migration is designed to convert that paid traffic into an SEO signal on the main website.
| Metric | Value |
|---|---|
| Goal | Brand awareness |
| Cost per click | ~$0.40 |
| Traffic volume | High (notable spike in site active users coinciding with campaign launch) |
The ~$0.40 CPC positions Meta as a cost-efficient top-of-funnel channel. The primary objective is visibility and familiarity in the Madison market rather than immediate conversion.
Meta ads were identified as one of several factors contributing to a measurable uptick in site traffic toward the end of 2025, alongside Google Display ads and new blog content. Because Overhead Door Madison's service capacity is currently healthy (service appointments only 1–2 days out), the team agreed that brand awareness investment is appropriate — keeping the brand visible without aggressively pushing lead volume beyond what the team can handle.
This also reinforces the broader 2026 strategy: let PPC channels maintain awareness at low cost while SEO builds long-term organic growth.
A key tactical decision made in this period: all PPC landing pages are being migrated to the main website.
Previously, paid traffic landed on standalone pages outside the main domain, meaning that traffic was not counted as site traffic and provided no SEO benefit. By moving these pages onto the primary domain:
This migration applies to Meta ad destinations as well as other PPC channels.
Two additional paid social/video initiatives were discussed but deferred in favor of SEO focus:
Meta ads at low CPCs (~$0.40) can serve as a cost-effective brand awareness layer for local service businesses, particularly when direct-response channels (Bing, Google) are already handling conversion volume. The key unlock is migrating paid landing pages onto the main domain so that paid traffic contributes to SEO site data — turning an awareness spend into a compounding organic asset.