Dannebacken: Building demand on Meta, capturing it in Search

Dannebacken is a Swedish company with a business area called Hemstäd. Hemstäd offers home cleaning for private households.

Challenge

Dannebacken wanted to grow awareness of and demand for Hemstäd, its home cleaning business area. Meta was a new channel for the brand. The question was not only whether Meta could build the brand, but whether that awareness would turn into demand in the channels where customers actually get in touch, such as Google search.

Solution

Trickle built the setup from the ground up and ran a two-phase campaign from March to April:

  • Data foundation first: A new Meta Business account and ad account, with tracking implemented before launch, so the effect could be followed across every channel and the platforms had reliable signals to optimize on.
  • Phase 1, awareness (March): Reach and familiarity with Dannebacken and Hemstäd.
  • Phase 2, traffic (April): Driving qualified visitors to the website.
  • Systematic creative testing: Trickle produced the ad content and tested several creatives with different messages throughout the period to find what worked best.
  • Search as the capture layer: Google Ads was in place to meet the brand and service searches that the Meta activity generated.

Results

+111% leads via Google Ads
+37% phone and email contacts via Google Ads
+75% Google searches for Dannebacken, the highest level in two years
+107% website sessions

March–April compared to the previous period

On top of this, the Meta campaigns generated leads directly, even though leads were never their objective.

Key Takeaways

  • 1

    Upper funnel shows up in search

    Brand search, website traffic and Google Ads leads all grew during the campaign period. This indicates that Meta built awareness that later turned into demand in other channels. Judging Meta on its own platform numbers alone would have missed most of its effect.

  • 2

    A data foundation makes the full effect visible

    With tracking in place from day one, the lift could be followed across every channel, from organic and direct to referral, paid search and paid social, instead of being credited to a single source.

  • 3

    Meta can do more than build awareness

    Leads came in directly from campaigns optimized for reach and traffic. That makes lead generation on Meta a natural next step.

“ We are very pleased with the collaboration. Through the right combination of strategy and execution, we have strengthened our digital presence and reached more potential customers.

Jennie Härnström – Verksamhetschef Dannebacken

Project team

  • Johan Andersson

    Johan Andersson

    Digital Marketing Specialist

Eric Lundekrans

Contact Eric

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