Building a Bigger Footprint for Zander Solutions

Zander had already built a strong reputation around Verona, as well as parts of the Madison and Milwaukee markets. But the team wanted to grow brand awareness, generate more opportunities across southern Wisconsin, and establish a stronger foothold in the Milwaukee area. That meant reaching both homeowners and a very different commercial audience of property managers, builders, and facilities professionals looking for partners capable of handling substantial waterproofing, coating, and building-envelope projects.

There was another layer to the challenge: Zander did not have a large internal marketing department driving the strategy. Digital marketing was relatively new territory for their team, meaning they needed a partner who could provide both execution and the kind of strategic guidance an in-house marketing leader might otherwise own.

Building a Paid Search Engine Around Real Demand

Paid search became one of the first major pieces of our strategy. Rather than treating southern Wisconsin as one undifferentiated market, TDR has continually refined campaigns by geography, service line, search behavior, and performance, then increased investment as opportunities emerged.

That approach has helped Zander strengthen its presence around Madison while gradually reaching farther into communities such as Waunakee, Columbus, Beaver Dam, Baraboo, and the Milwaukee market.

The work includes:

• Separate branded and nonbranded search strategies.
• Campaigns organized around priority residential and commercial service lines.
• Geographic expansion informed by where campaigns are producing viable opportunities.
• Ongoing keyword, budget, and campaign refinements designed to improve lead efficiency.
• Increased investment as paid search has demonstrated its ability to generate demand.

Creating a Marketing Function, Not a Collection of Tactics

With their limited internal marketing team, Zander needed more than a single employee tasked with managing a Google Ads account. To fill that need, TDR became an extension of the Zander team across paid search, organic social, blog writing, email marketing, creative, and website updates, giving the business access to a broader range of marketing expertise without having to assemble those capabilities internally.

That support has also extended offline. TDR has developed trifold brochures, coupons, and direct mail creative to help Zander maintain a professional, consistent presence in the markets it is trying to grow.

Growing With the Business

A long-term marketing program shouldn't look exactly the same year after year.

As Zander's priorities have evolved, TDR has adjusted the strategy alongside them, shifting emphasis between markets, audiences, and services based on the opportunities Zander wants to pursue. That ongoing optimization is especially important for a company with as many service lines as Zander. The latest paid media strategy spans everything from concrete flatwork and lifting to EIFS and stucco repair, egress window wells, coatings, caulking, and spray foam insulation, allowing the team to see where demand and efficiency are strongest rather than spreading budget evenly by default.

Over the partnership, Zander’s paid media program has become a reliable lead-generation engine across a growing geographic footprint. TDR has helped drive more than 2,000 paid media conversions and more than 1,000 phone-call leads, while year-over-year cost per lead improved by approximately 9%.

That performance now spans multiple service lines and markets, giving Zander a more diversified lead-generation engine and clearer insight into where demand is strongest. As the brand has expanded beyond its original Verona and Madison stronghold, the data has helped guide where to invest next across southern Wisconsin and the Milwaukee area. If your team, like Zander, could use a marketing partner who can help make the plan and carry it out, let's talk.