Digital Marketing Agency in Sunrise, Florida

Sunrise has 98,846 residents, a median household income of $77,652 and 68.8% owner-occupancy. It also hosts a major regional retail destination and a large arena, which means the number of people inside the city on a given day is far higher than the number who live there.

That gap is a trap for local advertising. A campaign targeting people physically located in Sunrise reaches a large volume of shoppers and event attendees who live in other cities, other counties or other states, and who will never book a home service at an address in Sunrise. The impressions look healthy and the conversions do not follow.

Sunrise was one of the five cities we shut off in our own detailing account for producing zero conversions, and this is the most plausible mechanism we can point to. We cannot prove that is what happened, but a location-targeted campaign in a city with a large transient daytime population is exactly where you would expect wasted spend to hide.

The fix is mechanical: target by residence rather than by presence where the platform allows it, exclude the retail and arena footprint from radius targeting, and judge the city on booked jobs rather than on traffic. Sunrise has 68.8% owner-occupancy, so the real residential market is there. It just is not the one a naive radius campaign finds.