How South Bay Paints made the move to digital audio — and never looked back.

Overview

South Bay Paints had relied exclusively on AM/FM radio for 31 years. When the pandemic hit and streaming adoption surged, they worked with AudioGO to launch a digital audio campaign for their 'Hire a Painter' service. The result: 260,000+ ads delivered to 165,000 unique listeners, a 98% listen-through rate, and new measurability that traditional radio never offered.

At a glance

About South Bay Paints

South Bay Paints is a local Benjamin Moore franchise chain serving Santa Clara County, California. With more than three decades in business, the company built its brand largely through traditional AM/FM radio — a reliable but increasingly limited channel as listening habits shifted toward streaming.

When COVID-19 accelerated the migration to digital audio (in-home streaming rose 44%, podcast listening jumped 21%), South Bay Paints saw an opportunity to follow their audience and gain something radio never provided: real-time performance data.

Campaign Objective

South Bay Paints wanted to promote their 'Hire a Painter' service to local homeowners. Key goals:

• Reach existing and new customers as the market reopened post-lockdown
• Test digital audio as a complement or successor to traditional radio
• Expand reach into Spanish-speaking homeowner audiences

Strategy & Execution

Multi-language creative

AudioGO's creative services produced professional English and Spanish-language audio ads within 24 hours — at $10 per spot, a fraction of traditional radio studio costs.

Precision targeting

Unlike radio's broad geographic reach, AudioGO enabled South Bay Paints to narrow targeting by podcast genre and ZIP code — ensuring budget reached the most relevant local homeowners.

Analytics integration

Campaigns were connected to Google Analytics, giving the team real-time visibility into performance — something 31 years of radio advertising never offered.

Results & Performance

• 260,000+ ads delivered to targeted local audiences
• 165,000 unique listeners reached across the campaign
• 98% of audiences listened through the full 30-second ads
• Spanish-language campaigns correlated directly with increased requests for Spanish-speaking painter staff
• Real-time analytics enabled continuous optimization throughout the flight

Jennifer Stivers of South Bay Paints noted:

"The ability to submit a script and get a custom studio-produced ad so quickly was a key factor in what made AudioGO work so well."

Why it Worked

1. Audiences moved — the campaign moved with them

Streaming audio grew dramatically during the pandemic. South Bay Paints met listeners where they already were, rather than waiting for them to return to traditional radio.

2. Speed and low production cost

Professional audio ads for $10, delivered in under 24 hours. The low barrier to entry made testing new creative — including Spanish-language spots — practical and affordable.

3. Targeting that radio can't match

Genre-based and ZIP-level targeting meant South Bay Paints' budget went to the most likely homeowners — not a broad regional audience.

4. Measurability changed the conversation

For a 31-year radio advertiser, Google Analytics integration was a revelation. Visibility into who heard the ads, when, and what they did next is the standard digital audio sets — and traditional radio can't match.