# Schumacher Homes

**URL:** https://www.singlegrain.com/case-studies/schumacher-homes-meta-awareness/  
**Published:** 2025-02-10  
**Updated:** 2025-10-02  
**Author:** Sam Pak  

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How Schumacher Homes **Increased Brand Awareness** and **Lowered CPL by 42%** With Meta Ads

https://www.singlegrain.com/wp-content/uploads/2025/02/schumacherhomes.webp

Schumacher Homes relied heavily on Google Search to drive marketing-qualified leads (MQLs) and sales. However, **search volume had plateaued**, particularly in metro areas where Schumacher Homes had lower brand recognition. With demand stagnating, **cost per lead (CPL) increased**, making customer acquisition more expensive.

casestudy_numbers

Branded Searches

80k to 100k

Branded searches increased by 25%

CPL decreased

-42%

from $125 to $72 MoM

Qualified Leads

+35

leads came in MoM

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## **Challenges**

Schumacher Homes faced several roadblocks that limited growth:

- **Stagnant branded search volume** – Awareness was low in key metro areas, limiting new lead generation.
- **Over-reliance on Google Search** – Cost per MQL was rising due to a lack of organic demand growth.
- **Increasing cost per lead (CPL)** – Without new awareness campaigns, customer acquisition costs were becoming unsustainable.

A **brand-focused demand generation strategy** was needed to **expand Schumacher Homes’ audience and improve conversion efficiency.**

## **Goal**

**Generate more interest and awareness of Schumacher Custom Homes to drive demand and lower acquisition costs.**

## **Process**

### **1. Launching a Meta TOF Video Campaign**

- Designed a **video-first campaign with a reach objective** to maximize unique views.
- Focused on **increasing Schumacher Homes’ brand recognition** in metro areas with lower search volume.

### **2. Measuring the Impact on Search Demand**

- Tracked **Google branded search volume** before and after launching the Meta campaign.
- Monitored **MQL growth and CPL reduction** to gauge campaign effectiveness.

## **Results**

- **Branded searches increased by 25%**, growing from ~80K to 100K after the campaign launch.
- **35 additional qualified leads generated month-over-month.**
- **Cost per lead (CPL) decreased by 42%**, dropping from $125 to $72 MoM.

After shifting from search-dependent lead generation to proactive brand-building on Meta, Schumacher Homes **expanded its market presence while lowering acquisition costs.**

## **Key Learnings**

- **Brand awareness campaigns drive long-term demand.** Increased branded searches show that Meta video ads influence search behavior and customer intent.
- **Diversification beyond Google Search is crucial.** Meta’s reach campaigns created new demand in areas where Schumacher Homes had lower recognition.
- **A lower CPL is possible with a full-funnel approach.** Building awareness at the top of the funnel improves conversion efficiency in lower-funnel campaigns.

## **Want to Expand Your Brand’s Reach and Lower Acquisition Costs?**

If you’re looking to **increase demand, improve brand awareness, and drive more cost-effective leads**, get in touch with **Single Grain** today.

https://www.singlegrain.com/wp-content/uploads/2025/02/schumacher-homes-logo.svg

-42%

CPL Decrease

+20,000

Branded Searches

To expand Schumacher Homes’ reach, our team at Single Grain launched a **top-of-funnel (TOF) Meta video campaign** designed to **boost brand awareness and drive new interest in Schumacher’s custom homes.**

Schumacher Homes faced stagnating growth in metro areas and rising CPLs due to limited brand awareness and over-reliance on Google Search ads.

Generate more interest and awareness

Paid Media

Generate more interest and awareness of Schumacher Custom Homes to drive demand and lower acquisition costs.

Schumacher Homes faced several roadblocks that limited growth:

- **Stagnant branded search volume**
    Awareness was low in key metro areas, limiting new lead generation.
- **Over-reliance on Google Search**
    Cost per MQL was rising due to a lack of organic demand growth.
- **Increasing cost per lead (CPL)**
    Without new awareness campaigns, customer acquisition costs were becoming unsustainable.