1. 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
2. Program Overview
| Program | What We Delivered |
| Social Media Mastery Program | Weekly 1:1 coaching, custom content calendars, platform audits, review boosting, post performance analysis, Meta ad strategy, creative asset support, and engagement coaching |
| Google Ads Management | Keyword-targeted Google Search Ads, Google Local Services Ads setup & verification, campaign management, CPL tracking, conversion reporting, and franchisee onboarding |
Each program was designed to function independently but harmoniously, supporting the brand’s overarching marketing goals at both the national and local levels.
3. 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.
What It Includes
| Feature | Description |
| 1:1 Strategy Calls | Weekly or biweekly Zoom calls focused on content planning, ad setup, growth strategy, and engagement review |
| Custom Content Planning | Monthly post planning with suggested topics, captions, and best practices based on location, season, and franchise maturity |
| Content Review + Feedback | Ongoing review of what’s being posted and how it can be improved—tone, format, media type, calls-to-action, etc. |
| Smart Boosting Strategy | Help identifying high-performing organic content to turn into ads with low CPC—often with results under $0.30 per click |
| Meta Ad Support | Personalized coaching on how to set up, run, and manage ads through Facebook and Instagram—including post boosts and custom audiences |
| Creative & Template Library | Access to an evolving bank of branded graphics, post templates, and caption starters curated for home-service marketing |
| Local Engagement Coaching | Guidance on building real relationships online through tagging, replies, local partnerships, and community-driven content |
| Performance Tracking | Weekly growth logs and monthly dashboards tracking engagement, reach, follower growth, post cadence, ad spend, and leads |
| Onboarding & Launch Support | New franchisees receive platform audits, setup assistance, and a launch checklist to go live with clarity and confidence |
4. Social Media Mastery Program Results
Consistent Coaching, Smart Content, and Meta Ads Drove Growth
| Metric | Result |
| Franchisees Supported | 34+ |
| Boosted Posts Managed | 200+ |
| Leads Generated via Meta Ads | 100+ |
| Average Cost Per Click (Meta) | $0.30 |
| Average Engagement Growth | +73% |
| Weekly Boosting Cadence (Avg.) | 1–2 posts per location |
| CPL Improvement (Boosting vs. Organic Only) | 40–50% lower |
| Top Performing Content Type | Review posts with boosted reach |
“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.”
5. 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
What It Includes
| Feature | Description |
| Search Campaign Strategy | Local keyword targeting based on service type, location, and competition |
| Google Ads Campaign Builds | Custom landing page links, ad copywriting, and daily budget optimization |
| Google Local Services Ads (LSA) | Account setup, verification process, business profile completion, and bidding structure guidance |
| Conversion Tracking & Reporting | Leads tracked by calls or forms; monthly reports per location showing cost-per-lead and campaign performance |
| Franchisee Support & Onboarding | Ongoing guidance for new participants to go live within 7–10 days of intake |
6. Google Ads Management Results
| Metric | Result |
| Franchisees Supported (Google) | 100+ |
| Google Campaigns Managed | 100+ |
| Leads Generated via Google Ads | 8,000+ |
| CPL Improvement (Google vs. Meta) | ~36% lower |
| Top Conversion Channel | Google Local Services Ads (Calls) |
| Setup Timeline per Location | 7–10 days from intake |
Locations running both Search and Local Services Ads saw lower acquisition costs and more direct inbound calls from homeowners actively searching for service.
7. 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
8. 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
Systems Drive Scale: You don’t need every franchisee to be a marketer—you just need the right framework and support
9. 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.
Want to replicate results like these for your franchise? Let’s talk.