The Challenge
A national drywall repair franchise needed to bridge the gap between strong national brand recognition and the varied digital marketing needs of its independently owned territories.
With more than 100 locations across North America, the franchise faced several challenges common to growing home-service brands:
- Inconsistent or inactive local social media presence
- Franchisees with limited digital marketing experience
- No centralized performance tracking or content optimization system
- A need to efficiently onboard new franchisees and support established ones
The corporate team partnered with MyBFF Social to develop a scalable, repeatable program that could:
- Drive local brand visibility, engagement, and lead generation
- Provide coaching and implementation support tailored to franchisees
- Manage Meta™ and Google™ ad campaigns to ensure return on spend
Centralize reporting across the system to track and optimize performance.
Program Overview
Each program was designed to function independently but harmoniously, supporting the brand’s overarching marketing goals at both the national and local levels.
– Social Media Mastery Program
A high-impact coaching and growth system built for franchisees
The Social Media Mastery Program is a structured, hands-on support system created by MyBFF Social to help franchise owners consistently grow their presence online and generate real local leads.
Unlike templated content kits or DIY toolsets, this program delivers live strategy, content feedback, ad guidance, and growth accountability—tailored to each franchisee’s market, maturity, and goals.
Social Media Mastery Program Results
Consistent Coaching, Smart Content, and Meta Ads Drove Growth
“It’s not a course. It’s not a marketing kit. It’s a system—backed by humans—designed to make your location visible, credible, and ready to grow.”
Contact us to learn more about it. See flyer below.
– Google Ads Management
Search + Local Services Ads Delivered Qualified Leads at Scale
As part of the broader marketing strategy, MyBFF implemented and managed local Google advertising campaigns for franchisees ready to increase lead volume from high-intent audiences.
This work was delivered independent of the Social Media Mastery Program and often included:
- Market research and keyword planning
- Localized Search Ad campaign setup
- Google Local Services Ads (LSA) onboarding + verification
- Ongoing CPC/CPL monitoring and optimization
- Franchisee training on how to respond to inbound leads efficiently
Results
Locations running both Search and Local Services Ads saw lower acquisition costs and more direct inbound calls from homeowners actively searching for service.
What Made the Program Work
- Tailored Coaching: Franchisees weren’t handed a template—they were guided through what works in their market
- Simple Execution: From content ideas to boosting steps to ad setup, the system was easy to use and quick to scale
- Data + Dialogue: Weekly growth logs and monthly dashboards helped franchisees and corporate stay aligned
- Performance-Proven Buy-In: When results were shown, adoption followed—owners invested in what was working
Key Takeaways for Franchise Brands
- Habits > Hacks: Weekly check-ins helped franchisees build consistent marketing behaviors that compound
- Boost What Works: When great content gets smartly boosted, results follow—especially with reviews and before/after visuals
- Layered Visibility: Running Google and Meta campaigns together helped locations cover both intent and awareness channels
Learnings: You don’t need every franchisee to be a superstar marketer, but you do need the right framework and support.
About MyBFF Social
MyBFF Social helps franchise and multi-location brands turn content into customers through hands-on coaching, paid ad strategy, and performance tracking.
For systems like this national drywall repair franchise, MyBFF provides the infrastructure to scale marketing—territory by territory.