https://hetmanhouse.com/blog daily 0.75 2025-11-22 https://hetmanhouse.com/blog/netty-awards-2025-nominee monthly 0.5 2025-09-10 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/8fc5cdc2-1f1c-4b00-9245-03795a58ddc6/Nominee+V2+-+16x9.jpg Blog - Netty Award Nominee - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1755221742377-AH5N4CCM3LI8SAXWPIGX/Clean+Run+card.jpg Blog - Netty Award Nominee - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://hetmanhouse.com/blog/unleashing-your-ad-potential-a-deep-dive-into-meta-advantage-campaigns monthly 0.5 2025-05-22 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1747890548832-B7YIBS58I7YR7ZRNASDM/unsplash-image-kUATfFyJQQ4.jpg Blog - Unleashing Your Ad Potential: A Deep Dive into Meta Advantage+ Campaigns - Make it stand out Meta Advantage+ AI-powered advertising solutions https://hetmanhouse.com/blog/multi-channel-always-on-strategy monthly 0.5 2025-05-22 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/fae20eb9-87da-41e8-b5df-1068abe5d004/network+effect+art Blog - Multi-Channel Always-On Strategy - Make it stand out Visualized Network Effect of Always-On Multi-Channel Advertising https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/c0eea3d7-a5ed-4c3d-90c2-5d10eb85ec61/iPhone+screen+with+app+icons Blog - Multi-Channel Always-On Strategy An always-on, multi-channel digital marketing strategy is a cornerstone of success in today's dynamic marketplace, regardless of business size or sector. https://hetmanhouse.com/blog/unlock-the-secrets-of-digital-marketing monthly 0.5 2025-02-13 https://hetmanhouse.com/blog/google-tag-manager-for-marketers monthly 0.5 2025-06-10 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1735931737661-BZASJTGG74R8EPT2B8J5/unsplash-image-fyeOxvYvIyY.jpg Blog - Google Tag Manager for Marketers - Make it stand out data is digital marketing currency https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/d7e43a4b-bac4-4530-aedb-a46df0b65573/tagmanager.jpg Blog - Google Tag Manager for Marketers Contact us to learn how GTM can empower your business. https://hetmanhouse.com/blog/business-intelligence-visualization monthly 0.5 2025-02-13 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1734833099391-P53WXAREKHIKEX50GOW4/unsplash-image-shr_Xn8S8QU.jpg Blog - Business Intelligence Visualization - Make it stand out Example reporting dashboard tile. https://hetmanhouse.com/blog/unleashing-the-power-of-ai-in-modern-digital-marketing monthly 0.5 2025-02-13 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/91e168c6-a6a8-48da-b2c6-67b4f817ba29/GettyImages-2148073937.jpg Blog - Unleashing the Power of AI in Modern Digital Marketing - Make it stand out Artificial intelligence (AI) is no longer a futuristic concept; it's a reality reshaping the landscape of digital marketing. From hyper-personalization to automated tasks, AI is empowering marketers to connect with audiences in unprecedented ways. https://hetmanhouse.com/blog/performance-max monthly 0.5 2025-02-13 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1725423909710-3I4WWDQW7OPXRKSG08DM/unsplash-image-eStCg6FRw_E.jpg Blog - Performance Max - Make it stand out Is PMAX right for your campaign? https://hetmanhouse.com/blog/hetman-house-media-navigates-the-future-of-brand-success monthly 0.5 2025-02-13 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1723620303698-EUYZBKYWRPCVSIOGFRO0/unsplash-image-oqStl2L5oxI.jpg Blog - Hetman House Media Navigates the Future of Brand Success - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://hetmanhouse.com/blog/power-of-logo monthly 0.5 2025-02-13 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/939a6d1d-7dad-4f37-ae9f-e595bf6449cb/Hetman_color_logos.jpg Blog - Power of Logo - Make it stand out Hetman House Media logo variations https://hetmanhouse.com/blog/ukraines-first-modern-state-the-hetmanate monthly 0.5 2025-09-18 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/c1e34acf-6ccb-4498-859b-28d741a49bd1/Hetman+Sahaidachny.jpg Blog - Ukraine's First Modern State: The Hetmanate - Make it stand out Hetman Petro Konashevych (painting by unknown artist) https://hetmanhouse.com/blog/sticker-swag monthly 0.5 2025-11-22 https://hetmanhouse.com/blog/google-certified monthly 0.5 2025-02-13 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/13c8cbcb-a993-4805-95a0-33c374343a10/Google_Partners_bw.jpg Blog - Google Certified - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://hetmanhouse.com/blog/supporting-local monthly 0.5 2024-08-14 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/4fd715c7-f248-4197-a7ab-b87f738b658f/Central+Oregon+Symphony.png Blog - Supporting Local - Make it stand out Central Oregon Symphony https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/70419c9a-9995-45d1-a385-4a6fd2b92e12/Bend+North+Little+League.png Blog - Supporting Local - Make it stand out Bend North Little League https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1709099347735-NFIZKBKLBYTP1TLG0HVH/Symphony_Baseball.png Blog - Supporting Local - Hetman House Media sponsors Hetman House Media sponsors the Central Oregon Symphony and Bend North Little League. https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/e85710d0-7407-4d3c-badf-0ce745b6448a/Hetman_House_Sponsorship.jpg Blog - Supporting Local - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://hetmanhouse.com/blog/small-agency-benefits monthly 0.5 2024-01-16 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/45889ab5-055a-4f65-b136-d40496b156ac/Small+Agency+Benefits.png Blog - Benefits of working with a small agency or consultancy - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://hetmanhouse.com/blog/media-philosophy monthly 0.5 2024-12-11 https://hetmanhouse.com/blog/founded-in-bend monthly 0.5 2024-12-11 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/c4028225-d0d8-4bf3-bd92-b3ad73db311a/Founded+in+Bend%2C+Oregon.jpg Blog - Founded in Bend - Make it stand out Hetman House Media. Founded in Bend, Oregon, U.S.A., 2023 https://hetmanhouse.com/blog/category/Google monthly 0.5 https://hetmanhouse.com/blog/category/Artificial+Intelligence monthly 0.5 https://hetmanhouse.com/blog/category/branding monthly 0.5 https://hetmanhouse.com/blog/category/local+business monthly 0.5 https://hetmanhouse.com/blog/tag/Oregon monthly 0.5 https://hetmanhouse.com/blog/tag/digital+marketing monthly 0.5 https://hetmanhouse.com/blog/tag/GTM monthly 0.5 https://hetmanhouse.com/blog/tag/multi-channel monthly 0.5 https://hetmanhouse.com/blog/tag/Hetman+House monthly 0.5 https://hetmanhouse.com/blog/tag/Bend monthly 0.5 https://hetmanhouse.com/blog/tag/branding monthly 0.5 https://hetmanhouse.com/blog/tag/Google+Tag+Manager monthly 0.5 https://hetmanhouse.com/blog/tag/always-on monthly 0.5 https://hetmanhouse.com/blog/tag/advertising monthly 0.5 https://hetmanhouse.com/blog/tag/instagram monthly 0.5 https://hetmanhouse.com/blog/tag/Netty+Awards monthly 0.5 https://hetmanhouse.com/blog/tag/tools monthly 0.5 https://hetmanhouse.com/blog/tag/business+intelligence monthly 0.5 https://hetmanhouse.com/blog/tag/artificial+intelligence monthly 0.5 https://hetmanhouse.com/blog/tag/PMAX monthly 0.5 https://hetmanhouse.com/blog/tag/podcast monthly 0.5 https://hetmanhouse.com/blog/tag/marketing+consultancy monthly 0.5 https://hetmanhouse.com/blog/tag/logo monthly 0.5 https://hetmanhouse.com/blog/tag/certified monthly 0.5 https://hetmanhouse.com/blog/tag/data+visualization monthly 0.5 https://hetmanhouse.com/blog/tag/Hetmanate monthly 0.5 https://hetmanhouse.com/blog/tag/Google monthly 0.5 https://hetmanhouse.com/blog/tag/business+breakthrough monthly 0.5 https://hetmanhouse.com/blog/tag/facebook monthly 0.5 https://hetmanhouse.com/blog/tag/Ukraine monthly 0.5 https://hetmanhouse.com/blog/tag/sticker monthly 0.5 https://hetmanhouse.com/blog/tag/media+strategy monthly 0.5 https://hetmanhouse.com/blog/tag/advertising+agency monthly 0.5 https://hetmanhouse.com/blog/tag/meta monthly 0.5 https://hetmanhouse.com/blog/tag/media+planning monthly 0.5 https://hetmanhouse.com/blog/tag/advantage%2B monthly 0.5 https://hetmanhouse.com/blog/tag/swag monthly 0.5 https://hetmanhouse.com/case-studies daily 0.75 2026-03-17 https://hetmanhouse.com/case-studies/client-travel-ashland monthly 0.5 2026-03-17 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/7b4d1bb2-361c-459c-a3e3-8079e7af83fe/Travel_Ashland_visitor_guide_image.png Hetman House Media Case Studies - Client: Travel Ashland - Travel Ashland Visitor Guide There is always something going on in Ashland, Oregon. https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/c82ec8df-e8dc-48ff-b2b5-d5e0b4e5321d/Hetman_House_Media_reporting_dashboard_example.png Hetman House Media Case Studies - Client: Travel Ashland - Make it stand out Travel Ashland analytical reporting dashboard example created by Hetman House Media https://hetmanhouse.com/case-studies/client-clean-run monthly 0.5 2026-02-22 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/691153ce-ac8d-4671-8995-c3a031616e09/Clean_Run_social_icon.png Hetman House Media Case Studies - Client: Clean Run - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/2541b2f4-8962-4daa-86e7-684abbb0f830/Holik-Ninja-Weaves-Kezer.jpg Hetman House Media Case Studies - Client: Clean Run - Clean Run offers on-demand online classes on a variety of dog sports, but they are particularly devoted to helping all levels of agility handlers achieve their goals. Clean Run offers on-demand online classes on a variety of dog sports, but we are particularly devoted to helping all levels of agility handlers achieve their goals. Our on-demand classes and webinars are designed to improve your handling skills as well as your dog's skills. Our on-demand Control Unleashed classes will help you be a better dog trainer and build a strong relationship with your dog. https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/4168542f-e3e7-4bcd-ac6a-755f4216282e/Clean+Run+-+ROAS.png Hetman House Media Case Studies - Client: Clean Run - Clean Run has achieved remarkable digital marketing ROAS so far in 2025 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/574fb94d-5ada-4f52-87d4-0682f41c7f67/Fender-Backyard-FB.jpg Hetman House Media Case Studies - Client: Clean Run - Clean Run’s on-demand Control Unleashed classes will help you be a better dog trainer and build a strong relationship with your dog. Visit the Learning Center https://hetmanhouse.com/case-studies/behno-new-york monthly 0.5 2025-08-14 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/b376dd1b-1a3c-4acc-aeec-df384588eb3a/behno_map.jpg Hetman House Media Case Studies - Client: behno New York - Make it stand out graphical user location map for behno https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/4cc54492-c284-4fe9-ac2d-06861afa7fdb/behno_screen.jpg Hetman House Media Case Studies - Client: behno New York - Location data provides a wealth of information about consumer behavior, preferences, and purchasing patterns. https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/50c74d53-376f-4577-92b1-11b4f3c3b1a3/behno_hand_bags.jpg Hetman House Media Case Studies - Client: behno New York - Make it stand out visit: behno.com for the latest styles https://hetmanhouse.com/case-studies/google-io monthly 0.5 2025-07-11 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/fc0c3221-a77d-4b40-87f7-9c3db4fa2ccb/Google-IO-2023-X-livestream.png Hetman House Media Case Studies - Client: Google I/O - Make it stand out 'X' Event Livestream Page https://hetmanhouse.com/case-studies/client-hybe monthly 0.5 2025-07-11 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/67ceaab2-187f-4f76-8d93-eb197cb8fcb3/MyBTStory.png Hetman House Media Case Studies - Client: Hybe - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726643563625-466I9L14TPGJGIH48OSC/BTS_HowtoSharemyBTStory_1x1_JW_v4.png Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640814934-TQMR0DFHJ3PPQEUJVDMP/Image-1+%283%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640813968-1NWR5BNIU3JAAKM7GK2C/Image-1+%281%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640815269-STVLBSQBOX5CETYN7NOQ/Image-1+%284%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640815990-UHQ85YRYGC3Y8DFU4IB2/Image-1+%285%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640816849-DTRBZBQL23UJB30JERDN/Image-1+%286%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640817154-UN7FX161M6R6R1ZUE7UK/Image-1+%287%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640819392-Z3FPIKZAB8JFYOYIA91Z/Image-1+%288%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640819852-J745FZPQHTZC9CP9HF0O/Image-1+%289%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640823380-L6IYKTIK9E2Y2GEDN8DF/Image-1+%2815%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640820595-8R1FBRQPUT8NIYOL60UI/Image-1+%2810%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640821717-3NGNMR3AZLWEY0N7F3GF/Image-1+%2812%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640821213-39GFWGA8149N0ZOSHRC0/Image-1+%2811%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640822874-3V9N4LS9CMB2ALTEYQWU/Image-1+%2814%29.jpeg Hetman House Media Case Studies - Client: Hybe https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1726640822380-UOF54QKWTLMOZ1K2AYR1/Image-1+%2813%29.jpeg Hetman House Media Case Studies - Client: Hybe https://hetmanhouse.com/case-studies/client-youtube monthly 0.5 2025-07-11 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/57229fbf-a76f-4bcd-92b6-561b2af06a19/YouTube+case+study+vertical.png Hetman House Media Case Studies - Client: YouTube → Product: YouTube Premium subscription service. Premium gives you access to ad-free videos, background play, downloads (offline) and an immersive music experience with the YouTube Music app. → Initiative: First of its kind upper funnel campaign for the YouTube Premium subscription service designed to reach well defined persona ‘Optimistic Devotee’ in four individual DMA markets to elevate awareness and boost consideration points. Previously only DR campaigns had been run to increase YouTube Premium subscription rate. 8-figure budget resourced. → Strategy: Because of a well defined demographic and interest based target audience, we were able to strategically reach the intended users at the times of day when they were most likely to consume media through an overlapping mix of audio ads, programmatic ads, OTT video ads, and cable television ads, along with native YouTube ads that included both humor and high-profile talent. → Result: Increase in market consideration by over +1% measured through a series of targeted brand-lift studies. -Pete Sahaidachny https://hetmanhouse.com/case-studies/hetman-house-media-linkedin-case-study monthly 0.5 2025-07-11 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/22fc7b65-2741-474e-a7bc-307af53c6920/image-asset.png Hetman House Media Case Studies - LinkedIn: Case Study While working with the University of San Francisco, lead generation for graduate and professional programs were growing increasingly expensive and challenging due to competitiveness in the Higher Education marketplace, along with difficulty targeting precise professional demographics. Increased costs and cannibalization of keywords/targets due to a historically decentralized approach to paid media, were also a challenge. Enter LinkedIn, the professional social network and online resumé where users publicly list the company they work for and the job title they hold, along with other valuable demographic details. “When my clients see how powerful LinkedIn's targeting tools are and how precise you can get, a light-bulb goes off.” By first creating increased awareness through Sponsored Content, and then following-up with a detailed Sponsored Message (formerly InMail) from an authoritative voice in the field, in this case the graduate degree program directors, we were able to connect the right message with the right people, thereby increasing USF’s conversions, or qualified leads, by 8x while decreasing its cost-per-conversion by 86%. -Pete Sahaidachny https://hetmanhouse.com/case-studies/client-brothers-ivan monthly 0.5 2025-07-11 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/cbab069b-5eb7-4c1c-8f3d-4c6e8d5c9d9e/https%3A%2F%2Fimages.squarespace-cdn.com%2Fcontent%2Fv1%2F65408137fb9425159a221e34%2Fcbab069b-5eb7-4c1c-8f3d-4c6e8d5c9d9e%2FBrothers%2BIvan%2Bcase%2Bstudy%2Bvertical.jpg Hetman House Media Case Studies - Client: Brothers Ivan Music - Ukrainian Folk Music Project About 15 years ago I began a musical project with my father to honor our family’s Ukrainian heritage. My Djeed & Baba came to the United States through Ellis Island after surviving Stalin’s barbaric starvation genocide known as Holodomor. As an American child, I grew up close to my family while also knowing many kind Ukrainian souls and enjoying their food, music, and friendship. So when russia escalated its invasion of Ukraine on February 24, 2022, I felt personally attacked as a part of my own cultural identity was under assault. The brutal war brought new gravity and significance to our heritage music project, as many listeners across the globe sought to support Ukraine in its resistance and battle for freedom. To find some momentary solace in the songs amidst a flood of horrendous news stories and violent images entering the global consciousness. Especially among the Ukrainian diaspora, our music is being discovered and appreciated by those seeking to foster a new connection to their own heritage and to throw off the oppressive attempts at centuries of russification. Under the artist name Brothers Ivan, Ukrainian folk music is being preserved and cherished, many of the songs having no previous audio recordings in existence. Our Facebook & Instagram pages have now grown to over 70k followers combined and we regularly receive messages of support that help keep the project moving forward. Now in its 8th volume in the musical series, along with a Christmas album, and with more volumes planned for release, this is our contribution to Ukraine’s struggle and ultimate victory. You can find Brothers Ivan music on all major streaming platforms including Spotify, Apple , YouTube, Amazon, and more. Слава Україні! / Glory to Ukraine! Героям слава! / Glory to the Heroes! -Pete Sahaidachny https://hetmanhouse.com/case-studies/client-cava monthly 0.5 2025-07-11 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/b3d16874-b3c5-42da-82dd-e3193ee263da/CAVA_case.png Hetman House Media Case Studies - Client: CAVA - Like many client engagements, I started off working with CAVA by performing an audit of their primary ad accounts at the time, Google, Facebook, and Instagram. Their creative imagery and ad copy on Facebook & Instagram was fun and vibrant. The opportunities there revolved more around creating and testing various audience segments that my team developed and layered together, including your standard affinity, interest, demographic, and platform, along with a couple unique combinations that I’d like to keep secret. What we found to be true with their Google Search Ads account was especially interesting. Every brand that advertises on Google typically bids on their brand name. This can help ensure your brand remains at the top of the search results and very important if you’re still building your SEO, positioned in a crowded market, or are defending against competitive keyword bids. But like many things, there has to be a balance. As I dug in and analyzed the data across multiple metrics, it became clear that CAVA needed to expand beyond their brand terms to capture more new customers. It was a hard trade-off to sell through, though. Trimming down the account’s reliance on brand terms was going to negatively affect performance in our reporting. After making a strong case to the VP of Marketing that people searching for CAVA already had a level of brand awareness and that we should try to reach more net new users, we proceeded with the change. What we saw next was the predicted drop in overall conversion rate (and this was a good thing!). The shift then boosted our conversions by 5-7% in other keyword categories resulting in expanded brand awareness and a higher percentage of net new customer gain. -Pete Sahaidachny https://hetmanhouse.com/case-studies/client-university-of-san-francisco monthly 0.5 2025-07-11 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/00924224-8862-49cd-b1c0-7f688b537567/USF_case.png Hetman House Media Case Studies - Client: University of San Francisco - When I started working at the University of San Francisco as their first in-house paid media manager, one of my first assignments was to audit the Google Ads account that was previously set up by a vendor that specialized in higher-education marketing. Looking at the account through my expert lens, having already amassed quite a resumé in paid search, along with requisite Google certifications, I was amazed at the level of keyword neglect that I found. Neglect that was ultimately eating up around $40k in search budget per year. How did this go unnoticed you might ask? Well, the ads were still generating leads and that $40k in leakage was spread out over a 12-month period, so it didn’t immediately show up on many reports except in the form of a slightly higher cost-per-lead that was still more or less within acceptable margins. While I can’t give away all my learnings here, after all that’s part of what makes my work approach unique, I will say this: match types are still extremely important, along with other qualifier words related to the intent of your target audience. How you categorize keyword groupings is also extremely important in how you measure performance and optimize budget. -Pete Sahaidachny https://hetmanhouse.com/case-studies/sunrun monthly 0.5 2025-07-11 https://images.squarespace-cdn.com/content/v1/65408137fb9425159a221e34/1479bf30-4f4f-45a3-8116-f412d972ddb4/Sunrun_case.png Hetman House Media Case Studies - Client: Sunrun - My team and I worked on lead generation and analytics with Sunrun, the largest residential solar provider in the U.S. The scenario: when Google & Facebook leads started becoming relatively flat, we made the strategic decision to expand into programmatic channels including AdRoll and Quantcast. The results were threefold: Increased website traffic Increased search queries Increased overall leads across all channels By expanding the channel strategy, we increased our web traffic and potential to gain new leads. We also reached users who didn’t actively use Facebook or search on Google; yes those users do exist! Search queries went up due to the increased amount of awareness being generated for Sunrun on the new channels. Additionally, the expansion increased our overall ad frequency and served as a reinforcement mechanism to a base who ventured beyond the walled gardens of Facebook & Google. And we didn’t stop there. We then worked with our client to publish a series of solar energy thought leadership articles along with additional Q&A posts related to solar energy on the popular Quora platform. 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