Search Ads and Social Ads run as one campaign on one budget. Search captures the buyers already looking for a dealer, and social reaches the homeowners who have not started looking yet. Every lead gets scored, and the budget keeps moving toward whichever side is producing the good ones. All three XMO campaigns share one engine: Lead Generator optimizes toward scored leads, Demand Builder toward cheap attention, and Brand Amplifier toward brand lift.
Google and Bing capture the people already shopping for a fireplace or patio project. Facebook and Instagram reach the homeowners still thinking about it. One budget covers both, and one report shows you both.
Every form, call, and click is scored automatically. A 1 is spam. A 10 is a confirmed sale. Everything in between tells the system how good that lead really was, and which ad, keyword, or headline produced it.
Spend shifts toward whatever is producing the highest-scoring leads most cheaply, and away from whatever is not. No dashboard watching, no quarterly review, no hunch about which channel deserves more.
Cost per lead across one dealer's first seven months, launch through peak season. (Fireplace and Grill Center, 2025.)
"Consistently have as many qualified leads as we can handle."
Rich Cartlidge, Bromwell'sSearch and social are not a fixed split. If your Google leads are converting and your Facebook leads are not, the money follows the Google leads that week, then moves back when that changes.
When searches for fireplaces and stoves slow down, budget shifts toward the keywords and social ads that are actually relevant that month instead of sitting idle on demand that is not there.
Every scored lead traces back to the channel, ad, and keyword that produced it, so the report tells you where your money went and what it bought.
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