All Four Markets. One Account.
$39.65 blended across four markets. Each one efficient. Each one different.
Philadelphia is the oldest campaign. Multiple quarters of data have brought it to $26.92 per lead — the most mature result in the account. Charlotte, Raleigh, and Milwaukee are earlier in that same trajectory.
Every market moves in the same direction over time: more conversion data, more refined exclusions, lower CPA. Philadelphia shows where the others are heading.
How Four Simultaneous Markets Actually Work
Each market runs as its own campaign with its own geographic targeting, its own bid strategy, and its own competitor exclusion list.
What’s shared across all four is the audience classification logic: how to separate a new-installation buyer from a DIY kit buyer, a brand-loyal user from an open comparison shopper, a used equipment searcher from someone ready for professional installation.
The Audience Classification That Makes It Work
Home accessibility is a high-intent vertical with a complex search landscape. The same vocabulary — stairlift, wheelchair ramp, accessibility equipment — attracts four completely different buyer types.
New installation buyers are the target. Used equipment seekers are not — different market entirely.
DIY kit buyers are not — they’re buying to self-install, not hire a dealer. Brand-loyal users searching a brand the dealer doesn’t carry are not — they’ve already made their choice.
Each category is classified and managed separately in every market. The classification is reviewed and updated every quarter as search patterns evolve.
