Case study · Manufacturing & industrial

Steel Window Design: iterative design with results.

Steel Window Design is a leading Australian manufacturer of premium steel windows and doors, known for combining architectural precision with high-quality craftsmanship.

Sector: Manufacturing & industrial
Service: Digital marketing

Digital marketingCampaign delivery

Bright modern interior with floor-to-ceiling windows.

The challenge

What needed to change.

Steel Window Design makes custom steel windows and doors for homeowners, renovators and the architects and interior designers who specify them. The product is premium, and the marketing had to be too: the brand needed more people to know it and more of the right people to enquire, without competing on price. Paid social offered a way to show the product in finished homes and to reach both audiences with creative built for each.

Steel Window Design engaged the agency to develop a paid social advertising plan to increase awareness and enquiry volume for Steel Window Design, positioning the brand as a premium provider of custom made steel windows and doors.

The brief had required creative that highlighted craftsmanship, Australian made materials and modern architectural appeal, while clearly communicating quality, durability and design credentials to homeowners and renovators.

Home improvement social media marketing.

Approach

How the work took shape.

Approach: phase 1.

The strategy focused on positioning Steel Window Design as a premium, Australian made brand by leading with visual impact and craftsmanship rather than price driven messaging.

Paid social was used to showcase how steel windows and doors transform light, space and architectural character, building desire through clean, design led creative that aligned with modern homes and renovation audiences.

Execution prioritised high quality placements using video and carousel formats to demonstrate product detail, material quality and finished outcomes, supported by clear and simple calls to action.

Approach: phase 2.

We introduced additional audience personas to better target higher-value B2B audiences, including architects and interior designers. This opportunity was identified through lead quality data, with the objective of expanding reach and improving lead value without sacrificing performance from the existing audience base.

Building on learnings from Phase 1, creative was structured to align with both audience segment and intent, ensuring relevance across the funnel. As the campaign ran across multiple platforms, the approach varied slightly to reflect differences in user behaviour, while maintaining a consistent strategic framework. Tailored creative was developed for each persona at each funnel stage.

Multiple creative variations were tested through A/B and split testing across formats, with performance data used to identify the strongest assets and scale these through further iterations. High-performing organic content was also repurposed into the paid creative ecosystem, extending the reach of proven content and maintaining consistency across channels.

Home improvement social media marketing ad series.

The shift

Lead quality data showed architects and designers were already responding, so the second phase went looking for them.

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The work

The work, up close.

Following the transition from Phase 1 to Phase 2, campaign performance showed strong improvements across both reach and efficiency, increasing impressions while significantly reducing media costs. More qualified users were driven to the website through higher outbound clicks at a lower cost, resulting in a noticeable uplift in enquiries.