Storm Response & Rapid Mobilization
Built and ran the process that let Generator Supercenter's paid media respond to storm-driven demand spikes in days instead of weeks, then proved it under a live event.
[ The situation ]
What I walked into
Severe weather and power outages create a sudden, narrow window of demand for home standby generators. A household that just lost power for the third time this year is a far warmer lead than one browsing on an ordinary day, but that urgency fades fast. With active paid spend running across dozens of markets in a 23-state network, a standard campaign build cycle, creative review, budget approval, launch, was too slow to catch a spike that could peak and fade within days. The program needed a way to recognize an event, move money, and get the right message and capacity live before the window closed.
[ What I did ]
How I approached it
Built a rapid-mobilization playbook
I defined the process for taking a storm event from alert to live campaign in days, not the weeks a normal launch takes. That meant monitoring outage and weather activity in our markets, fast-tracking budget approval, and pulling from a library of pre-built, Generac co-op-compliant creative already cleared for use, so nothing had to be produced from scratch under time pressure. On the search side, the playbook defined a set of emergency keywords ready to activate, a mobile bid increase to capture on-the-go searches during an outage, and a targeting expansion around the affected area.
Coordinated real-time budget reallocation
I worked directly with the paid ads lead to scale daily spend in the affected market, pulling budget from lower-priority markets rather than waiting on a new budget cycle, so the increase could go live the same day the need was identified, split across Google and Meta to cover both search intent and broader reach.
Confirmed lead-capture readiness before every launch
I verified tracked phone numbers, market-specific landing pages, and call routing were live and pointed at the affected area before spend increased, so the spike converted into leads instead of hitting a generic page or going unanswered.
Verified results after the fact
I pulled daily spend data following each event to confirm the response had actually moved the account, rather than reporting on the campaign having launched alone.
[ The results ]
What it produced
Indianapolis storm response, June 12–16, 2026.
That surge was executed in my final week managing the account, and the speed is the whole point of the playbook. It replaced a multi-week launch cycle with a same-day response, proven under a live storm, built on pre-cleared creative, a known budget-reallocation path, and a lead-capture readiness check, so nothing has to be built from scratch the next time an event hits.