DC Customs
From tint shop to booked-out build destination, DC Customs repositioned their brand and maxed out their shop floor in under a year.
Duration
1 Year+
Industry
Automotive Industry
The Background
DC Customs partnered with Copper Rock to reposition their brand from a single-service perception to a full-service custom automotive destination. Their goal was to attract customers looking for complete truck and car builds, not just individual services, and to compete more effectively in a crowded market where bigger players were taking share both locally and nationally.
Copper Rock came in as DC Customs' full fractional marketing department. Strategy, creative, paid media, SEO, web, content, analytics, and project management all running under one roof with one direction. No scattered vendors. No disconnected efforts. One team accountable to the business.
The Challenge
Their biggest competitor wasn't another shop. It was their own reputation. Customers came in for tint and left. The full-build customers they wanted the ones spending real money on a complete custom truck weren't finding them. Their marketing was scattered, their messaging was unclear, and competitors were quietly taking that market share.
The Strategy
Copper Rock stepped in as their full fractional marketing team. Strategy, paid media, SEO, content, creative, web, and analytics one team, one direction. The first move was repositioning the brand entirely. We stopped promoting individual services and started showcasing complete builds. Every piece of content, every ad, every keyword pointed to one thing: DC Customs is where serious builds happen.
On paid search, we cut broad terms and focused spend on high-intent install keywords the searches people make when they're ready to build, not browse. That single decision increased conversions by 40% and dropped cost per lead by 26%. SEO ran alongside paid, not behind it. Organic brought in 73 calls averaging over three minutes each. Those weren't tire-kickers. Social content reinforced the brand with every post, driving 75% more interactions and keeping DC Customs top of mind with the right audience.
The Results
308 total inbound calls: up 146%
274 Google Ads conversions: up 132%
40% increase in conversion rate
26% reduction in cost per lead
$21.44 cost per conversion: down 34%
75% growth in Facebook interactions
The Takeaway
"You guys are killing it so much that we can't take on any more business. Our shop is maxed out more than ever before with custom builds." - Pete Lowe, CEO. That's the goal. Not vanity metrics. Not more impressions. A shop that's full, turning away work, and growing on purpose.
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