Case study · Low-voltage contractor social media · Detroit, MI
Low-Voltage Contractor Social Media: 201% More Reach
Best Network Design, a Detroit low-voltage and security integration contractor, grew Instagram accounts reached from 3,264 to 9,842 in three months (Dec 2024 to Feb 2025 vs Mar to May 2025, Instagram Insights).
By Zayn Shah, Founder of Zainfy · Updated November 5, 2026
- Named client, named owner
- 3 months vs 3 months, dates shown
- Native platform reports
Mar to May 2025
▲ Instagram + Meta
Instagram reachfrom 3,264
Engagement ratefrom 2.24%
Accounts engagedfrom 158
Cost per resultfrom $10.94
Results
Results at a glance: three months against three months
This contractor social media case study compares two windows: December 1, 2024 to February 28, 2025, and March 1 to May 31, 2025.
+201%
Instagram accounts reached3,264 to 9,842, three times
3.9x
Accounts engaged158 to 612, +287%
5.88%
Engagement ratefrom 2.24% on Instagram
29%
Lower cost per result$10.94 to $7.74, Meta ads
| Metric | Before | After | Change | Source |
|---|---|---|---|---|
| Instagram accounts reached | 3,264 | 9,842 | +201% | Instagram Insights |
| Instagram accounts engaged | 158 | 612 | +287% | Instagram Insights |
| Instagram engagement rate | 2.24% | 5.88% | +3.6 points | Instagram Insights |
| Instagram website taps | 27 | 116 | +330% | Instagram Insights |
| Facebook reach | 4,128 | 9,764 | +137% | Meta Business Suite |
| Facebook content interactions | 196 | 628 | +220% | Meta Business Suite |
| Meta ads link clicks | 46 | 132 | +187% | Meta Ads Manager |
| Meta ads cost per resultper landing page view | $10.94 | $7.74 | −29% | Meta Ads Manager |
Meta shows its own percentage labels on each report, and some compare against a different prior period. The changes on this page are calculated from the before and after values in the screenshots, so you can check every one.
The client
A contractor doing major work, invisible online
Best Network Design is a low-voltage electrical and integrated building technology contractor headquartered in Detroit, working across metro Detroit and Michigan.
| Fact | Detail |
|---|---|
| Client | Best Network Design, LLC |
| Trade | Low-voltage contractor: surveillance, access control, intrusion detection, building systems |
| Buyers | Commercial, government and residential clients across Michigan |
| Portfolio (client-reported) | Gordie Howe International Bridge, Wayne County Criminal Justice Center, Detroit Real Time Crime Center, DDOT bus camera installation |
| Services | Content strategy, profile optimization, Meta ads |
| Window | Dec 2024 to Feb 2025 vs Mar to May 2025 |
“Our social presence never matched the level of work we were actually doing. Zainfy fixed that. In about three months our reach more than tripled and our profile finally reflects the projects we deliver.”
Arik Trysker, Owner, Best Network Design, LLC
Starting point
Sporadic posts and ads that cost more each month
The work was there. The profiles a general contractor or procurement officer would check before a bid did not show it.
No content system
Posts were occasional and reactive. Reels already drove most of the reach, but nobody planned around them.
Ads losing ground
$189.46 in ad spend over three months bought 46 link clicks at $10.94 per landing page view.
A credibility gap
Bridge, justice center and transit projects did not appear anywhere a buyer doing due diligence would look.
What we did
What changed in three months
One social media management plan for organic content and ads, built around footage from real installs.
Step 1
Reels from real installs
A Reels-first calendar built on install footage, before and after security upgrades and job-site project spotlights.
Step 2
Profiles for two audiences
Bios, highlights and pinned posts rewritten for homeowners and for commercial and government buyers.
Step 3
Ads restructured
Legacy campaigns paused. New campaigns: one prospecting campaign and two retargeting campaigns for site visitors and engagers.
Retargeting campaigns like these are part of the Ads Premium plan today. For the current Detroit program, see social media for Detroit contractors. Zainfy is a contractor-only marketing agency founded by Zayn Shah in 2023 and based in Douglasville, Georgia. It works with remodelers, builders and specialty contractors anywhere in the US, with state programs in Georgia, Florida and Michigan.
Timeline
How the three months unfolded
Content went live first; the ads were rebuilt once there was organic content worth retargeting.
Month 1
Audit and calendar
Profiles and competitors reviewed; a Reels-first calendar built from active Michigan job sites.
Months 1 to 2
Content and profiles
Weekly Reels and before and after posts live; profiles rebuilt for both audiences.
Month 2
Ads rebuild
Prospecting plus two retargeting campaigns replace the legacy ads.
Month 3
Results
Instagram reach 9,842, engagement rate 5.88%, ad cost per result $7.74.
Evidence
The native reports, before and after
Each pair shows the same report for the three months before and the three months after. Date ranges are visible on every screenshot.
Instagram, before: 3,264 accounts reached, 158 engaged, 2.24% engagement.
Instagram, after: 9,842 accounts reached, 612 engaged, 5.88% engagement.
Facebook, before: reach 4,128, 196 content interactions.
Facebook, after: reach 9,764, 628 content interactions.
Meta ads, before: 46 link clicks, $10.94 per result, $189.46 spent.
Meta ads, after: 132 link clicks, $7.74 per result, $302.18 spent.
How we measured
How we measured, and what it does not prove
This is a reach and engagement case. Read it as one.
Method and limits
- Baseline and windows: December 1, 2024 to February 28, 2025 against March 1 to May 31, 2025, on the client’s own accounts.
- Changes are calculated from the published values (9,842 ÷ 3,264 = 3.02, a 201% increase), not taken from the platform’s labels.
- Ad spend rose from $189.46 to $302.18 between the two windows, so part of the ad growth came from a larger budget; the cost per result fell anyway.
- Cost per result here is cost per landing page view, the campaign goal Meta optimized for.
- Not measured: bids won, inquiries, leads or revenue. No lead count is published, so none should be inferred.
What to copy
What other low-voltage contractors can copy
Commercial buyers check social profiles before they shortlist a contractor. Low voltage contractor marketing starts with passing that check.
Film every install
Security cameras, access panels, structured cabling runs and finished control rooms. Real footage beats any graphic.
Speak to both buyers
Homeowners want safety; B2B buyers such as property managers and GCs want proof of scale. Pin posts for each.
Retarget your viewers
People who watched your Reels are the cheapest audience to reach with an ad.
Track one business metric
Add website clicks or inquiries to your monthly report, not only reach.
More on the channel: social media marketing for contractors, and the state program for contractor marketing across Michigan.
FAQ
Questions contractors ask about this case
Answers first, with the limits of the data.
Does social media work for low-voltage contractors?
Yes, for visibility and credibility. Best Network Design grew Instagram accounts reached from 3,264 to 9,842 and engagement rate from 2.24% to 5.88% in three months. For commercial and government work, social media for low voltage contractors is where buyers check that a contractor is real and active; the contract itself still comes through bids and relationships.
Which social platform works best for commercial low-voltage work?
For this client, Instagram and Facebook Reels produced most of the reach, and Meta ads added retargeting. LinkedIn can reach property managers and general contractors, but it was not part of this engagement. Start where your existing footage performs best and where your buyers already look.
How often should a contractor post on social media?
Weekly at a minimum, with Reels as the main format. This client moved from occasional posts to a weekly Reels calendar, and accounts reached tripled. A steady rhythm matters more than volume; one good install video a week beats five stock-photo posts.
What should a security or low-voltage contractor post?
Real installs: before and after camera upgrades, access control panels, clean cabling, finished monitoring rooms and short job-site clips. Name the project type, not the client, where contracts require it. Footage from actual jobs is what earned the engagement here.
Is a 201% increase in reach meaningful?
It means three times as many accounts saw the content: 3,264 before and 9,842 after. Reach shows attention, not business. The page does not publish inquiries or bids, so treat this as proof of visibility, and ask any agency to show you a lead or inquiry number as well.
How much do Meta ads cost for a contractor?
This client spent $189.46 in the three months before and $302.18 in the three months after, and cost per landing page view fell from $10.94 to $7.74. Zainfy’s ads management starts at $999 a month plus ad spend on a three-month term; small test budgets like this are only a starting point.
How long does it take to grow a contractor’s social media?
Three months showed a clear change here: reach tripled and engagement rate more than doubled between the two windows. Expect the first month to be setup and content, the second to show engagement and the third to show reach and ad efficiency.
Can I check the numbers on this page?
Yes. Every figure comes from a native Instagram Insights, Meta Business Suite or Meta Ads Manager report shown in the evidence section, with the date range visible. Changes are calculated from the before and after values, and the limits are listed in the method section.
Sources
Sources and last verified date
Every number on this page carries a named source. Figures are rechecked when a source publishes a new edition.
- Instagram Insights. Client account, Dec 1 2024 to Feb 28 2025 and Mar 1 to May 31 2025: accounts reached, engaged, engagement rate, website taps.
- Meta Business Suite. Client Facebook page, same windows: reach, impressions, content interactions, follower growth.
- Meta Ads Manager. Client ad account, same windows: reach, link clicks, CTR, cost per result, amount spent.
Last verified: November 5, 2026. Figures read from the published screenshots; percentages recalculated from the values shown.
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Zayn Shah
Founder, Zainfy
Zayn has spent six years in performance marketing, five of them inside a construction company’s marketing, and founded Zainfy in 2023. He rechecked every figure on this page against the native reports. More about Zayn.
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