Real Results from Demand Creation Campaigns

A roofing and exterior company that grew to $3M organically. The husband-and-wife ownership team started running TV commercials directly with stations and brought on a digital-only agency for SEO and PPC. Despite the added spend, growth stalled at $5M — costs kept climbing with minimal return. Frustrated by the lack of ROAS, they contacted Wanamaker Advertising.

• Audited existing spend and found they were using the right channels but with the wrong allocation
• Renegotiated TV pricing and replaced their schedule with a more efficient, strategic lead-gen schedule
• Updated creative from a pure branding message to a direct-response, lead-generating message
• Adjusted digital strategy to focus on capturing bottom-funnel leads
• Implemented OTT/CTV to enhance presence in high-value zip codes they wanted to grow in

A $3M plumbing company that recently added HVAC services. They acknowledged they had outgrown the marketing that got them to this point: lead aggregators, Google Ads, social ads, and radio. Growth had plateaued and they needed a scalable channel to break through.

• Reallocated their marketing budget and added TV into the media mix — without increasing the overall spend
• Leveraged TV’s scale and storytelling to reach more homeowners and build credibility across both plumbing and HVAC service lines
• Created a lead-gen TV commercial that built on their established radio identity — matching the feel, voiceover style, and tagline

A $4.5M windows and doors company in a competitive Southeast market had plateaued after years of growth driven by Google Ads, Facebook, and home shows. Lead costs were rising, appointment quality was slipping, and sales conversations increasingly revolved around price rather than value.

• Introduced TV as a scalable growth channel without increasing total marketing spend
• Reallocated budget from underperforming digital channels into a strategically flighted TV campaign designed to build trust and credibility
• Created a lead-gen TV commercial focused on trust, longevity, and a strong call-to-action for full-home replacement solutions

A $6M basement waterproofing and foundation repair company that relied heavily on Google search and weather-driven demand. Lead volume was inconsistent, CPLs fluctuated sharply, and competitors who were outspending them and undercutting bids were blocking them from gaining market share and consistent growth.

• Added TV to stabilize demand and reduce reliance on reactive, event-based marketing and lead aggregators
• Used TV to educate homeowners on early warning signs and long-term solutions, positioning the company as the trusted expert — not just the emergency option
• Deployed a clear, authority-driven TV commercial focused on prevention and credibility with a strong call-to-action in all messaging

Mid-size PI firm doing roughly $4M in annual revenue from a single DMA. Two partners, strong trial reputation, but growth had stalled. The firm was spending $35K/month on Google Ads and LSAs, plus another $8K/month on a lead generation vendor. Cost per signed case had climbed to $2,800 and was trending higher every quarter. The lead vendor was selling the same leads to two other firms in the market. Google Ads CPC for “car accident lawyer” in their DMA had crossed $225. The partners knew the dominant firms in their market were on TV but assumed they couldn’t compete at that spend level. They were told by their digital agency that TV was “unmeasurable.”

• Reallocate budget — not increase it. Total marketing spend stayed at roughly $43K/month.
• Cut the lead generation vendor entirely ($8K/month freed up).
• Reduced Google Ads spend from $35K to $22K/month — eliminating the lowest-performing generic keyword campaigns while maintaining branded and high-intent terms.
• Deployed $21K/month into a TV + OTT/CTV campaign built around trust and credibility — not a “call now” direct response spot.
• Created an attorney-to-camera commercial emphasizing the firm’s trial record and local roots, paired with a vanity tracking number for attribution.
• Branded search and intake volume were tracked weekly against a 90-day pre-campaign baseline.

This firm didn’t need a bigger budget. They needed a different channel mix. The digital agency had optimized Google Ads as far as it could go — the ceiling was the market, not the strategy. Adding TV created a stream of branded intake that converted at higher rates, on better cases, at lower cost. The Google Ads that remained actually performed better because they were capturing demand the TV created. The partners’ assumption that they “couldn’t afford TV” turned out to be wrong — they couldn’t afford to keep competing in a paid search auction that got more expensive every quarter.

Single-location implant-focused dental practice doing $2.2M in annual revenue, with roughly 40% of production from implant and full-arch cases. The practice owner had built the business primarily on referrals, Google Ads, and a strong review profile. The referral pipeline was steady but not growing. Google Ads for implant keywords in their market were running $45–$65 per click with a cost per booked consultation of $650+. The owner was spending $12K/month on digital marketing and generating 18–22 implant consultations per month — but wanted to scale to 30+ without proportionally increasing spend. The practice had never run TV or streaming advertising. The owner assumed it was only for large DSOs with six-figure monthly budgets.

• Add TV and OTT/CTV to the existing digital strategy without increasing total marketing spend beyond $16K/month.
• Maintained $9K/month on Google Ads (reduced from $12K by cutting underperforming generic campaigns and pausing broad-match implant keywords).
• Deployed $7K/month into a geo-targeted OTT/CTV campaign covering a 25-mile radius around the practice, supplemented by a modest cable TV buy during local news programming.
• Created a 30-second spot focused on life-changing results and patient confidence — not price promotions or “free consultation” offers.
• Added a unique tracking phone number and branded landing page URL to the TV spot for attribution.
• Tracked branded search volume, consultation bookings by source, and treatment acceptance rate monthly.

Implant patients don’t make impulsive decisions. They research for weeks or months before booking a consultation. By the time they search, they’ve often already decided which practice feels trustworthy. TV and streaming put this practice in front of patients during that consideration window — before the Google search happened. The result wasn’t just more consultations. It was better consultations — patients who arrived with higher trust, accepted treatment at higher rates, and chose larger cases. The practice scaled implant production by over 50% on a modest increase in total marketing spend because the demand creation channels made every other channel more efficient.