Momentum Marketing partnered with Spray IT Solutions Pty Ltd to drive sustainable demand within a highly specialised and competitive insulation market. The engagement combined ongoing SEO, Google Ads, and Meta Ads to strengthen search visibility, capture high‑intent demand, and generate qualified enquiries across residential and commercial audiences in Melbourne and broader Australian markets.
Rather than relying on short‑term traffic spikes, the focus was on building long‑term search authority, supported by paid channels to maintain consistent visibility while organic performance matured
Spray IT delivers spray foam insulation solutions for residential and commercial properties, operating within a technically complex and highly competitive industry.
Key challenges included:
The challenge was to improve search performance through a disciplined, ongoing approach-balancing organic growth with paid activity to support consistent lead generation.
Momentum Marketing approached the engagement with an integrated SEO‑led strategy, supported by Google Ads and Meta Ads to capture demand across multiple stages of the customer journey.
The approach focused on incremental improvement and compounding performance, rather than one‑off optimisation.
Key areas of focus included:
This integrated approach allowed organic and paid channels to reinforce each other, supporting sustainable growth rather than isolated wins.
Through a combined SEO, Google Ads, and Meta Ads approach, Spray IT has built a strong and defensible search presence within the Australian insulation market.
Key outcomes include:
Together, organic and paid channels reinforced each other-maintaining visibility, supporting enquiry flow, and enabling sustainable growth. Momentum Marketing continues to optimise SEO, paid search, and paid social to ensure relevance and performance as competition and search behaviour evolve
