Data-Driven Paid Media Transforms TruLog's Lead Generation

Challenge

TruLog, a national leader in steel siding, was struggling with fragmented execution and inconsistent performance on their paid campaigns. Despite an excellent product and growing market demand, their campaigns lacked integration and focus, making it difficult to efficiently drive qualified leads at scale. TruLog partnered with the GFM|CenterTable team to create a unified, data-driven strategy to organize, expand and optimize their paid media investment — maximizing every dollar spent and turning customer interest into sales.

Approach

Our team took a holistic, performance-driven approach that aligned strategy, creative and technology. We began by integrating paid social and pay-per-click (PPC) campaigns to support the full customer journey — from first touch through conversion. By auditing the user experience on the TruLog website, we uncovered friction points and delivered actionable recommendations to streamline the path to lead submission.

We developed campaigns and creative tailored to each TruLog product line, ensuring messaging aligned with the specific needs and motivations of each audience segment. We also evaluated geographic performance to launch market-specific campaigns that are better aligned with regional trends and opportunities. We rebuilt prospecting and remarketing campaigns, enabling smarter budget allocation and more precise messaging across the funnel.

Our team worked with TruLog to integrate the campaigns with their customer relationship management (CRM) tools, allowing us to continuously analyze lead and sales data, inform campaign decisions and make real-time optimizations.

Results

Through our integrated, data-informed media strategy, TruLog saw measurable improvements across performance metrics and business outcomes. By aligning campaigns to the complete customer journey, refining campaigns by product line and activating smarter remarketing, we helped drive significant sales growth and efficiency. This results-driven approach not only increased lead and sales volume, but also improved quality and conversion rates across all key touchpoints.

395%

Achieved a 395% return on ad spend.

4

Delivered year-over-year sales growth for four years in a row.

Improved the customer journey through targeted creative, website optimizations and CRM-integrated remarketing tactics that nurtured leads through every stage of the sales funnel.