Lead Surge

Lead Surge is a direct response advertising agency that works exclusively on B2C campaigns for home improvement companies. The firm develops TV and digital media campaigns for high-ticket home improvement firms, aiming to generate leads that convert to sales. Its work is concentrated in window and door replacement and adjacent verticals, and it serves clients across the United States and Canada. The company's operations are built around measurement. Proprietary tracking software records every response to an advertisement, allowing each dollar of spend to be attributed and evaluated. Creative development produces TV and digital advertising designed to create urgency without relying on price-based selling. Media planning and buying is secured through per-inquiry and performance deals, with campaigns monitored and adjusted continuously through the month rather than at fixed intervals. Lead Surge reports generating $424m in sales for Renewal by Andersen since 2011, and serves 35 Renewal by Andersen affiliates across the United States and Canada. It has been in business for over 14 years. Internally, the firm describes a culture oriented towards continuous optimisation and accountability, summarised by a 'no lead source left behind' approach to monitoring performance.