Bjorn Mow and Snow
3.34x return on investment for snow clearing company
Project Details
About the project
Bjorn’s Snow is a Winnipeg-based snow removal company built on reliability, neighbourhood pride, and keeping families safe during Manitoba winters.
Their team lives in the communities they serve, which has become a huge part of their brand and one of the reasons customers trust them year after year.
“If you enjoy a comfortable life and want to relax as a business owner, don’t call MAD Social Agency, your phone and inbox will be flooded with leads.”
"If you enjoy a comfortable life and want to relax as a business owner, don’t call MAD Social Agency, your phone and inbox will be flooded with leads."
Project execution
Goal
Generate consistent, high-intent snow removal leads during peak winter season while building a trusted local presence that showed why Bjorn’s Snow is the choice for Winnipeg homeowners.
Challenges
Snow removal is one of the most competitive seasonal service markets.
Demand spikes fast.
Competition picks up overnight.
Lead quality needs to stay tightly localized.
Conversion windows are short, especially during snowfall.
Bjorn needed predictable lead generation throughout storm cycles without wasting budget on people outside their service area.
Approach
We built a video-forward content strategy rooted in relatability, local identity, and trust-driven messaging.
The creative focused on real Winnipeg winter pain points, including safety, reliability, convenience, and peace of mind.
We crafted scroll-stopping lines like:
“You’ll sleep through our entire service.”
“We don’t just work here — we live here.”
“One missed storm = one frozen driveway.”
We showcased real team members, real neighbourhoods, and messaging that made the service feel personal instead of transactional.
On the ads side, we deployed a multi-platform seasonal acquisition strategy across Meta and Google.
Meta was used for high-volume reach, conversion campaigns, service-focused video and static creatives, and instant lead forms to reduce friction.
Google Search was used to capture high-intent snow removal traffic during peak demand and storm surges.
In October, we moved from landing page forms to Meta instant forms, which became a major performance shift.
That change generated 132 Meta conversions in October alone and nearly doubled lead volume month-over-month.
When off-area leads started coming in, we tightened the system with strict postal code targeting, disqualifying questions in the forms, and refined audience exclusions.
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