The Brand
Renewal by Andersen is the replacement-window and door arm of Andersen Corporation, one of the most recognized names in American homebuilding. The business pairs custom-built, energy-efficient windows and patio doors with a full-service model — in-home consultation, professional measurement, and installation handled end to end.
It is a considered, high-value purchase. Homeowners rarely buy on impulse; they research, compare, and weigh the decision over weeks. For a brand in that category, marketing success isn’t measured in clicks or impressions. It’s measured in qualified homeowners who raise their hand and ask for a consultation.
The Situation
Renewal by Andersen came to SocialQ with a clear, disciplined ask: test paid media and find the most cost-effective way to generate leads. The conversion that mattered was a lead — a homeowner requesting a consultation — not a view or a visit.
The challenge was that lead generation for a high-consideration home-improvement purchase is expensive and uneven. Demand is concentrated among a small set of in-market homeowners, competition for that intent is fierce, and it is easy to spend heavily against broad audiences that never convert. The program needed to move quickly across multiple platforms, learn where qualified demand actually lived, and prove an efficient, repeatable cost per lead before scaling.
The Solution
SocialQ treated the engagement as a structured test, not a spray of spend. We launched across four paid platforms — Google, Microsoft/Bing, Reddit, and TikTok — with a shared standard: every channel had to be measured against the same definition of a lead, not against its own vanity metrics.
From there, the work was reallocation. Reddit and TikTok were run as reach and audience tests; they generated enormous impression volume but almost no direct leads, so they were treated as upper-funnel experiments rather than scaled. Google paid search and Performance Max, supported by Microsoft/Bing, consistently produced cost-effective leads, so budget concentrated there. As the mix tightened toward high-intent demand, click-to-lead conversion rose sharply and cost per lead fell month over month — a deliberate shift from buying broad traffic to buying buyers. Creative and landing-page work reinforced the channels carrying the load.
The home you love, done right.
Across the July–December 2022 program, disciplined testing and reallocation turned a multi-platform experiment into an efficient lead engine:
57%
DECREASE IN CPL
1,082
LEADS GENERATED
0.2% → 5.9%
CLICK-TO-LEAD CVR
