Optus Resin

Paid Social & Installer Lead Generation

Client: Optus Resin
Goal: Improve Lead Generation
Strategy: Optimized Approach

Strategy

Optus Resin had a strong product lineup but a lead pipeline that wasn’t reflecting the opportunity in front of them. Our first task was to take a hard look at their offerings and identify where they had the clearest edge over the competition.

After evaluating the product range, one stood out: a product with a distinct market position that competitors couldn’t easily replicate. That differentiation became the centerpiece of the entire campaign. Rather than casting a wide net, we focused our energy on making that product’s unique value as clear and compelling as possible to the right audience.

We built hyper-targeted campaigns on Meta, using precise audience parameters to get the product in front of contractors and installers most likely to see it as a business opportunity. The ad creative was built around the product’s differentiators, showcasing what made it stand out and why becoming a certified installer was worth pursuing.

Rather than sending traffic to a generic page, we developed a dedicated, conversion-optimized landing page. The page was structured to move a visitor from awareness to action efficiently, leading with the product’s strengths, building credibility, and presenting a clear call to action to apply to become an installer. Every element on the page served that single goal, with no distractions pulling visitors away from converting.

Results

The focused approach paid off. By pairing hyper-targeted Meta campaigns with a purpose-built landing page, the volume of qualified installer leads increased dramatically which was a direct result of reaching the right people with the right message and giving them a clear, frictionless path to act.

Here’s what drove the outcome:

• Product differentiation focus gave the campaign a sharp, compelling angle — rather than promoting the brand broadly, we led with the one product most likely to convert a serious installer prospect.
• Hyper-targeted Meta campaigns put the product in front of a precisely defined audience, reducing wasted spend and improving the quality of every lead generated.
• Dedicated landing page removed the friction that kills conversions — visitors arrived on a page built entirely around one action, with no competing links or off-topic content to pull them away.
• Significant revenue impact followed the lead volume increase, as more installer applications translated directly into new business relationships and income for Optus Resin.

The campaign proved that strategic focus outperforms broad outreach. By zeroing in on the right product, the right audience, and a conversion experience built from the ground up, Optus Resin walked away with a repeatable lead generation engine they can continue to scale.