Case Study: Farnum Insulators
Getting a Vermont Insulation Company Found, Trusted, and Chosen
One year of growth across every channel: a modernized website, more leads at a lower cost, 5x the leads from SEO, and AI visibility up from 25% to 85%.
Farnum Insulators keeps homes and businesses across Vermont and New Hampshire warmer, quieter, and cheaper to run, with spray foam insulation, cellulose insulation, and energy audits.
We took over their full digital presence across web design, paid media, SEO, and social media, and turned that strong local reputation into a steady stream of leads at a lower cost.
Results: Year-over-year comparison
New website built to earn trust
+192%
More leads from Google Ads, at a lower cost
1,600%+
Instagram reach growth
5x
More leads from SEO
The Industry & The Client
Home service businesses live and die by trust. A homeowner is inviting a crew into their house, so before anyone books a job they want to know the company is professional and trustworthy. For premium providers who charge a little more because they do the work right, that trust matters even more. The hard part is proving it to people who are comparing options online.
Farnum Insulators serves Southern Vermont and Western New Hampshire with insulation solutions, helping people lower their energy bills and make their buildings more comfortable. They are a well-liked local name that shows up at community events and cares about doing the job right. They came to us with one goal: turn that reputation into consistent, qualified leads online.
The Challenge
Farnum had the reputation and the quality. What they needed was for more of the right people to find them, trust them before the first call, and choose them over a cheaper option.
People searching for insulation help are careful. They compare, they read reviews, and they hesitate before letting anyone into their home. On top of that, most of their business is in Vermont, so the work had to speak directly to the local problems and solutions.
If you run a home service business where trust is everything and your best customers are weighing you against someone cheaper, this is a familiar spot.
The Approach
We took on the full picture instead of one channel. Trust and demand feed each other: a polished website means nothing if nobody finds it. Great search rankings fall flat if the site does not build confidence. And ads perform better when the brand already feels familiar and liked.
So we built it as one system. We modernized the website so it reflects the quality of their work. We built a warm, approachable social presence to strengthen trust. We ran paid media to catch people actively searching for insulation help. And we used SEO to own local search and show up in AI answers. Every channel was built to make the others work better, smarter.
Web Design & Development
A modern site that reflects premium quality and earns trust.
Paid Media
Campaigns that caught high-intent leads and ongoing optimization to get the best ROI.
SEO & Local Search
Organic visibility through local service pages, helpful blogs, and a fully optimized Google Business Profile.
Social Media Management
A friendly presence built on four content pillars: education, local community, real stories, and services explained to enhance trust.
The Work, Channel by Channel
Web Design & Development
What we did
We modernized Farnum’s website and rewrote every page so it does the convincing for them. The old site did not reflect the quality of their work or make the case for why they are worth choosing over a cheaper crew.
We gave them a cleaner, more professional site with clear information on their services, the rebates homeowners can claim, and the reasons Farnum does the job right without cutting corners.
The Results
- A modern, professional site that finally matches the quality of their work.
- Clear service, rebate, and financing details that answer homeowners’ questions before they call.
- A trustworthy destination for every other channel, so more of the traffic we drove turned into leads.
- A site that justifies premium pricing, so as paid media and SEO keep growing lead volume, Farnum is set up to charge more for the quality they deliver. That is building the future of the business, not just solving today’s problem.
Paid Media
What we did
We rebuilt their paid advertising around one question: where does every dollar bring in the most qualified leads? Not just more leads, the right ones.
We use each platform for what it does best. Google catches people already searching for insulation help, so it drives the highest-intent leads. Meta reaches people earlier in the process, when they might not be actively searching yet but are open to considering a company they trust. Together they cover both ends of the funnel, and each one is set up to hand off to the other so the whole system works as one.
Optimization is key: wherever spend is not pulling its weight, we move it to what is working, which is how we brought the cost per lead down and increased lead volume at the same time.
And because volume alone is not the goal, we check in with Farnum regularly on the quality of the leads coming through, so we can keep steering the budget toward the people most likely to become real customers.
The Results, Year Over Year
- 192% jump in leads from Google Ads: from 24 to 70 in a year.
- CPL for Google dropped by about 44%, meaning each lead cost significantly less.
- Across both platforms, leads rose by about 19% while the cost to win each one fell by about 12%.
- Paid media now works as one connected system with SEO, social, and the website, sending qualified leads to a brand that is already familiar and trusted.
SEO
What we did
We built local service pages around how people actually search when they need insulation work done. Our strategy was mainly focused on Vermont, where most of their business is. We also wrote blog posts answering the real questions homeowners have about insulation, rebates, and energy savings, so Farnum keeps showing up while people research. And we fully optimized their Google Business Profile, keeping it updated with cohesive messaging across every channel.
The Results, Year Over Year
- 5x more leads from SEO.
- 3x more phone calls.
- 3x more keywords ranking on Google’s first page.
- 16% more SEO traffic, a strong result in a year when zero-click and AI results pulled traffic away from most sites.
- AI visibility climbed from 25% to 85%, so Farnum now shows up often when people ask AI tools about insulation.
Social Media
What we did
People only trust insulation work to a company they feel good about, so we built a friendly, approachable presence that makes homeowners feel like they already know the team.
We posted across four pillars: helpful education on insulation and rebates, community moments from local events and good causes, playful creative like their “house with hat and boots” concept, and real customer stories. The point was to show the people behind the work and the premium quality that sets Farnum apart, because a team people like and trust is a team people hire.
Social also does quiet work for every other channel. When someone sees a Farnum ad or finds them in a Google or AI search, one of the first things they do is check the social profiles to make sure the company is real, active, and worth trusting.
What they land on is a feed full of familiar faces, community moments, useful information, and happy customers, so by the time they visit the website, they are already leaning toward reaching out. That is how social multiplies the return on paid media, SEO, and the site.
The Results, Year Over Year
- 480,000+ views on Facebook and another 37,000+ on Instagram.
- 307% growth of content interactions on Facebook: far more people liking, commenting, and sharing.
- 1600% Instagram reach growth, putting Farnum in front of a much wider local audience.
- 3,200+ clicks to the website from social, sending interested locals straight to their services.
The Takeaway
No single channel did this. The new website gave people a reason to trust Farnum. Social made the team feel familiar and likable. Paid media caught the people actively searching, at a lower cost. And SEO made Farnum the answer in both Google and AI results. Each piece made the others more valuable, and that is the whole point of running a 360 strategy instead of a handful of isolated tactics.
The proof is in the numbers. Leads from SEO grew five times over. Leads from Google Ads climbed 192% while the cost to win each one dropped by nearly half. That kind of growth comes from channels built to support each other.
If your business is strong locally but seasonal swings or a single-product reputation are holding you back, we can help. Let’s talk.
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