American Vision Windows had never advertised on Facebook before. To implement its first campaign, the company turned to digital agency TurnKey and Facebook Marketing Partner Tongal. TurnKey orchestrated all phases of the campaign, while Tongal worked with the company on the creative.

Brand awareness
Tongal participates in a program with Facebook called MobileWorks. Through the program, select partner agencies bring Facebook’s best practices for mobile video ads to their clients. The best practices include orienting the videos vertically, keeping them under 15 seconds and designing them for sound-off viewing.

The team rolled out the videos in the first part of the campaign to raise awareness of the brand among new audiences. They showed the ads to parents with children older than age 6 and people interested in home improvement and window installations in zip codes where the company had previous sales.

Lead generation
In the second phase of the campaign, the team rolled out lead ads to take potential customers from awareness of the American Vision Windows brand to considering a window purchase.

To reach window shoppers who had engaged with the phase one ads, the team used information from several Facebook pixels, which log activities on the company website and on manufacturing partners websites.

Offer ads
In the final phase of the campaign, the team used both video ads and photo ads that included a call-to-action button for customers to make a purchase. The team showed these ads to a list of interested customers who had not made a purchase yet.

TurnKey selected Facebook’s automatic placements for all phases of the campaign, so Facebook selected the appropriate platform—Instagram, Facebook, Messenger, Audience Network—for each ad based on where it was performing the best.