Appalachian Aluminum

Case Study

Background

Appalachian Aluminum is a Tennessee-based company specializing in building beautiful and durable outdoor living spaces. With over eight years of experience, they’ve become one of the state’s most trusted providers of screen rooms, patio covers, pergolas, and carports. Their craftsmanship and commitment to quality reflect the same strength and beauty as the Appalachian mountains they’re named after.

Challenge

Despite their local reputation and years of experience, Appalachian Aluminum was not seeing consistent inquiries or lead flow from their online presence. Their previous marketing efforts were limited, and they hadn’t yet explored the full potential of paid advertising. Without targeted campaigns in place, they were missing opportunities to connect with homeowners actively searching for outdoor renovations.

Solution

To increase demand for high-margin services like screen rooms and custom decks, we launched a targeted Meta ad campaign focused on generating messaging conversions and paired it with a consistent social media strategy to strengthen trust and local visibility. Our goal was to drive conversations, showcase premium project outcomes, and turn casual engagement into qualified leads.

JOB CLOSED WITH 40% PROFIT MARGIN

$ 0 K

PAID ADS

We launched a Meta messaging campaign designed to drive direct conversations with local homeowners interested in screen rooms and deck installations. The ads featured clear service messaging, eye-catching visuals, and a call-to-action that encouraged users to start a conversation via Facebook Messenger.

Between June 10, 2022 and July 10, 2025, the campaign reached 30,629 users with a frequency of 4.51 and generated 133 messaging conversations at a low cost per conversion of $17.01.

As a direct result, Appalachian Aluminum closed a $21,500 screen room project with a 40% profit margin, and has a strong likelihood of securing a second deck job from the same lead—demonstrating the campaign’s efficiency and high return on investment.

SOCIAL MEDIA

Alongside ads, we executed a social content plan that included posting finished projects, behind-the-scenes builds, and educational tips around outdoor enclosures. All content was geo-tagged and aligned with trending topics to increase visibility and relevance.

These efforts built social proof, improved engagement rates, and funneled more users into Messenger—creating a natural lead flow supported by trust and brand familiarity.

Results

Appalachian Aluminum closed a $21,500 screen room project with a 40% margin and may soon secure an additional deck job from the same customer—all driven through Meta ads and social content.

The campaign generated 133 conversations at only $17.01 per conversion, while organic content further boosted page activity, brand trust, and inbound interest—making social media an essential part of their client acquisition engine.

CLIENT TESTIMONIAL

Appalachian Aluminum started from zero, then partnered with Zeal.

With consistent support and clear communication, Zeal helped them go from a brand-new business to building a solid client base in their area. Growth takes the right partner, and Appalachian Aluminum found theirs.