I'll let you in on a small industry secret. Many performance marketers often chase and exaggerate micro "KPI's" that are easily manipulated to make the individual marketer look good.  Anybody can generate cheaper CPM's, more web site visitors, cheaper leads, etc., with the change of a few settings on an online advertising platform. While it may look good, in my experience these did nothing to help bring in actual customers for big ticket home improvement services. 

The principle that dictated every decision I made was based off one KPI - and the only one that really counted in the performance marketing world: Net Return on Investment. For how many dollars I spent to collect leads, how many dollars returned in the form of net revenues from these newly created leads?

Through this one single principle and after researching the past 150+ years of direct response marketing practices I was able to crack the code for bringing in profitable leads. I increased net revenues by 900% within one year at better margins. Anybody with experience knows how difficult it is to maintain efficiency the more you spend. It’s easy to get good results at low volume, but the law of diminishing returns is very real.  I’ve made our ad account more efficient, at 4X the prior spend. 

There's more to it of course, but I credit this success to three key factors around my approach to maximize Net ROI.


Target the most qualified leads, even if they are substantially more expensive.

It simple math, but paying 4x the cost on leads that convert at 8x the rate is good for business. It's was also much better for our call center and outsides sales teams. Less junk leads lead to greater efficiency and better moral for these teams. 


Incentivize these leads to convert via long form copywriting.

In this TikTok world where attention spans are increasingly shorter, the advantages of creating a compelling long story to why your product will benefit a potential customer is an even greater asset than ever before. It was always effective. Now the spoils go to the few who do it well as there is less competition in long form copywriting.

Admittedly I always thought the sexiest, sleekest, and most compact landing page was the way to go. Everything changed once I instead created a simple landing page with an impactful message.  Design is important, but truly resonating with a reader's wants, worries, and values is KING! Instead of pulling teeth to sell, customers come in wanting to move forward at the start. That's worth more than gold. 


Always be A/B Testing (with ROI as the winning KPI)

I believe in constant A/B testing on just about every variable within an advertisement or landing page. Headlines, pictures, video, colors - all of it can be used to your advantage with enough sample size. A/B testing is like working out. You may be weaker and more sore in the short term, but with time you WILL be stronger for it. Your fun new idea may actually lead to less conversions! If you test consistently, you will eventually find some wins that you can use in your marketing arsenal moving forward. Over the long run you will improve. 




Now I'm not saying I can just easily duplicate all of this for every business and increase your revenues by 900%. This is what I found works for replacement Windows, Doors, and Shower/Bath Projects. I imagine selling themed coffee mugs would require different tactics, of course! I can promise you that I will diligently pursue improvement in whatever I do, just as I did with West Shore Home. I know that the my skills in acquiring qualified leads can translate to just about any path my career leads me.