PLMR Genesis implemented a strategic ongoing ‘Always On’ Meta advertising campaign, leveraging geofenced targeting in specific villages across the priority counties. The campaign was split into 3 stages with each targeting different prospects with tailored messaging and creatives to align with their stage in the customer journey. Engaging creatives and informative messaging was utilised in stage one to educate users about County Broadband’s USPs and the benefits of their full fibre broadband service. In stage 2, the campaign was adapted to provide more in-depth information about the full range of services, pricing and offers, technical aspects and seamless digital experience. Stage 3 focused on converting interest into action (registration of interest/orders) through persuasive creatives and compelling messaging/CTAs. Continuous A/B testing was applied throughout, and the data was carefully analysed to optimise the campaign to drive performance over time. The campaign was fully integrated with County Broadband’s wider marketing and sales activity.