Services Provided
Meta Optimization
INNOVATIVE CONCRETE SURFACES
Innovative Concrete Surfaces (ICSurfaces), a decorative and concrete flooring contractor in San Diego, partnered with deviateMEDIA to expand online visibility and generate qualified project inquiries.
Our dual-channel strategy combined Meta (Facebook + Instagram) campaigns to capture buyers actively searching for resurfacing, and stamped concrete services – while nurturing engagement across social media for steady lead flow.
What We Did
1. Campaign Setup & Strategy
We developed a data-driven Meta Ads strategy targeting high-intent audiences within the San Diego region. Ad sets were structured around service-specific interests – such as concrete resurfacing and stamped concrete restoration – to capture both residential and commercial demand.
2. Creative Development & Ad Optimization
Our team designed engaging visuals featuring before-and-after project imagery and customer success stories. These creatives achieved strong engagement and improved conversion rates, reducing the average cost per lead.
3. Audience Targeting & Reach Expansion
By leveraging Meta’s interest-based and lookalike audiences, the campaign reached 11,761 unique users in a single month, maintaining a healthy click-through rate (CTR).
4. Lead Conversion & Performance Tracking
Ad performance was closely monitored using Meta’s conversion tracking tools. In July, ICSurfaces generated leads directly through on-platform forms, driving measurable ROI while keeping ad spend efficient.
5. Continuous Optimization
We refined audience segments weekly based on engagement and lead quality, ensuring sustained performance improvements while minimizing wasted spend. This agile approach kept cost-per-lead consistently low across campaign phases.
Results
Lead Generation & Efficiency
The campaign produced a steady influx of qualified inquiries from homeowners and businesses in San Diego. With an average cost per lead of $16.06, ICSurfaces achieved an efficient conversion rate that maintained profitability while expanding its local market presence.
Audience Reach & Engagement
Across Facebook and Instagram, ads achieved a 1.88% click-through rate, and a $1.70 cost per click confirmed the effectiveness of the creative direction and precise audience segmentation.
Conversion Performance
The Meta Ads campaign delivered 65 qualified leads in 30 days, keeping results consistent and scalable. The campaign maintained lead quality across multiple service types – including concrete resurfacing, stamping, and sealing.
Return on Investment
With only $1,043.68 in ad spend, the campaign achieved measurable returns through cost-controlled conversions and improved form submission rates. The strategy demonstrated strong performance efficiency compared to regional benchmarks.
SKILLS & TECHNOLOGIES
Ready to discuss your project?
____________ ____________
With 20 years of experience, it’s our job to guide our clients. Click below for a free 30 minute consultation
Request a ConsultationWHAT CLIENTS SAY
“Greg and team optimized the website for StormChamber. Since the SEO, we have jumped to the top of the search engines and Greg has helped us stay there. Not only is Greg’s team good at SEO, but they also have great web design team. Check out the website they did for us: www.stormchambers.com”
“Greg Maestro has proven to me time and again that he is a strong vendor partner. His ability to harness experts in design and manage them to provide you with the results that are beyond expectations is amazing. At NeighborWorks America, it is not uncommon to have projects with short turn times and he has…
“DeviateMedia has been serving Solutions Developers for four years and they are a trusted vendor that is able to deliver under aggressive schedules. DeviateMedia has helped us with every aspect of our branding, including our logos, web design, advertising, marketing and trade show collateral. Greg and his team are fun to work with, value conscious…
“Since we participated in Deviate Media’s search engine program we have seen an increase in website traffic that actually converted into sales. Before Deviate Media we weren’t ranking well in the search engines, now we’re on the 1st page! They did a great job re-designing our website, corporate ID, trade show booth and brochures. We’re…
“We just wanted to thank you for your knowledge and assistance in the selection and redesign of our website. You listened to what we wanted and helped us to achieve that goal. It’s been a pleasure having my staff work with you.”
“Deviate Media accomplished in five days what we had been trying to do for the last several years. We improved our web image at a fraction of the time and cost. We’ll certainly be using Deviate Media for future projects.”
“Greg has been a strong asset to the Sage Partner Marketing program, providing innovative, cost-effective web solutions for the Sage partners. I appreciate Greg’s insight into developing new products that fit the partners’ marketing needs – to build awareness and generate leads. He has helped partners of all sizes- from national partners to one-man-shops. I…
“We’re happy to promote Deviate Media, they do great work! We’ve been doing business with them for over four years and continue to rely on them for our print, web and presentation needs. We were awarded a contract from NASA that Deviate Media helped us win. We’ve recommended their services to many of our clients…
“Deviate Media delivered a final product that far exceeded our expectations. They thought of things that never even crossed our mind in the planning process. I would highly recommend them to any company considering a new website design.”
“The staff at Deviate Media were easy to work with and went the extra mile for us. They worked overtime to help us launch a website in time for a seminar. We’re very happy with our new website and will be using Deviate Media for our search engine optimization efforts.”
“Deviate Media was the first Search Engine Optimization Preferred Vendor and was invited to present at Sage’s annual channel partner conference on SEO and website design. He is great to work with and puts his customers first. I’ve hired Deviate Media for several website projects and highly recommend Greg. “
“We have received such a positive response to our new web site, I wanted to thank everyone at Deviate Media for doing a great job! We are now projecting the true image of our company, not the misrepresentation we had previously. Our sales have increased since our launch due to our new creditable and professional…
“Greg and his company did work for me and for many Sage Business Partners during the 3 years I worked with him. He specialized in innovative online marketing solutions for websites and I frequently called upon him as an expert speaker at workshops to teach Sage Business Partners how they could improve their websites. Many…
Deviate Media offered excellent turnkey website solutions for Sage Software business partners. Greg is professional, accommodating and timely. He certainly added tremendous value to the Sage Turnkey Program. I would be delighted to partner with Greg in the future due to his attention to detail and quality work.
“Everyone at Deviate Media has been a pleasure to work with. Their team has helped us achieve visibility in the search engines, increase sales and gain brand awareness. We’ve been working with Greg and his designers for almost six years now and they are our design and marketing team. They’ve done everything from our tradeshow…
Have a project in mind? Let’s get to work.
Complete our form and one of our specialist will schedule a call to discuss how to achieve your goals.