Case Study: Dynamic Designs Full Funnel Strategy

January often signals new beginnings and renewed optimism, and for Dynamic Designs, this rang especially true when they reached out to Kinetic Greenhouse in early 2025. They were searching for a new partner to manage their paid media campaigns. Together, we began crafting a full-funnel strategy designed to drive high-quality traffic to their newly refreshed website.

With over three decades of experience in screen printing and embroidery, Don and Matthew Smarsh were seasoned business owners. However, they shared that lead generation had slowed, and they were eager to explore new ways to reach customers.

They had previously experienced some success with Google Search Ads and wanted to continue down that path. However, they also expressed interest in expanding their brand awareness, particularly in the Billings area. Though based in nearby Laurel, Montana, they weren’t widely known in the Billings business community. Based on this, our team recommended supplementing their Google campaigns with paid social media ads to establish a comprehensive full-funnel strategy. I was excited to begin our working relationship on the right foot by trying something new to help improve their lead generation.

Opportunity

Dynamic Designs sought to increase inbound leads to their updated website and attract phone calls for larger, high-volume orders. While they capably handle small promotional product runs, their focus was shifting toward building more corporate accounts, especially in the Billings region.

As a trusted staple in the Laurel community, Dynamic Designs was well-positioned to deliver high-quality, Montana-made promotional products, from t-shirts and hats to golf towels and pens. Our strategy emphasized this reputation in paid media while capturing high-intent search traffic.

What We Did

1. Launched Google Search Ads

Using a seamless transfer of their existing Google Ads account, we quickly gained access and began in-depth keyword and audience research. After collaborative discussions with Don and Matthew, we identified core industries and optimized ad targeting based on their most valuable customer segments.

2. Created Their First Meta Ads Campaign

While gathering creative assets took a bit more time, our team designed clean, compelling ads tailored for Facebook and Instagram. These campaigns introduced the Dynamic Designs brand to previously untapped audiences and showcased how they support other local businesses.

3. Optimized Ads for Maximum Conversions

As with most paid media efforts, the first few months involved iterative improvements. We refined targeting on both platforms and identified high-competition keywords to bid strategically, increasing Dynamic Designs’ share of voice in the Billings DMA.

Results

53% Increase in Google Ads Conversions – Enhanced website performance and optimized targeting led to a significant improvement in Google Ads conversions. 

Targeted High-Intent Customers – While the cost per conversion was slightly higher than average, we successfully reached high-value prospects actively seeking new promotional product vendors. 

Increased Traffic & Brand Visibility – Meta ads expanded the brand’s reach, introducing Dynamic Designs to audiences who may not have otherwise found them.

Insights

Brand Awareness Drives Leads – Brand awareness campaigns are often seen as less performance-oriented, but in this case, they generated measurable leads and long-term brand recognition. 

Diversified Marketing Mix Pays Off – For small businesses, trying new marketing approaches can feel risky. However, diversification helped Dynamic Designs connect with previously unreached audiences and grow through new channels. 

E-Commerce Isn’t Always Necessary – Despite not offering an online store, common in the promotional products space, Dynamic Designs successfully attracted larger corporate clients, bypassing the need to process small, less profitable orders. 

Conclusion

By trusting their marketing partner and embracing a new approach, Dynamic Designs significantly increased lead generation and tapped into new customer segments.

This case study highlights the value of experimenting with fresh strategies, even when they fall outside your usual playbook. If you’re ready to grow beyond your comfort zone, reach out to the Kinetic Greenhouse team.