41x ROAS From an Audience Their Other Agencies Never Thought to Target
VOLT Lighting already had agencies managing its paid media.
Rather than simply adjust bids, test new creative, or move budget between campaigns, Click Laboratory looked for a growth opportunity that wasn’t obvious inside the ad account.
We found one by connecting customer purchase data, location, timing, regional buying behavior, and Meta advertising.
- The breakthrough didn't come from spending more.
- It came from finding a smarter way to turn one customer into an opportunity to reach the next one.
The Challenge: Paid Media Was Already Being Managed
VOLT Lighting sells professional-grade outdoor landscape lighting to homeowners and professionals.
They weren’t starting from scratch.
Paid advertising was already running, and other agencies had been managing the campaigns.
That meant the opportunity couldn’t simply be:
Those tactics can improve performance, but we wanted to understand something bigger:
That question took us outside the advertising platform and into VOLT’s customer and purchase data.
That’s where we found the opportunity.
The Opportunity Wasn't Inside the Ad Account
Outdoor lighting is different from many products.
When someone purchases and installs landscape lighting, it changes the appearance of their home.
And their neighbors can see it.
That led to a simple idea:
Instead of treating a purchase as the end of the funnel, we treated it as a new marketing signal.
A VOLT customer purchased lighting.
The product was delivered and installed.
Their home became visible proof of what outdoor lighting could do.
Then nearby homeowners began seeing VOLT ads.
Timing Was Part of the Strategy
We didn’t start targeting nearby households immediately after a purchase.
We waited approximately 20 days.
That delay gave the original customer time to receive and install the lighting before nearby prospects began seeing the ads.
The timing mattered.
Instead of reaching a neighbor before there was anything to see, we wanted the advertising to arrive when the real-world installation could help reinforce the message.
We Built the Audience From Real Customer Data
Once a customer purchased from VOLT, Click Laboratory used location and audience data to identify nearby households and obtain the information needed to build targeted Meta audiences.
That meant the campaign wasn’t targeting broad groups of homeowners based only on general interests.
It was reaching people who lived near actual VOLT customers.
That created an entirely different type of prospecting audience.
The Second Insight: People Don't Buy the Same Way Everywhere
The neighborhood strategy was only part of the opportunity.
We also analyzed VOLT’s historical purchase data to understand how buying behavior differed across the country.
The data showed that product preferences and purchasing patterns changed based on:
So we didn’t treat the entire United States as one audience.
We built different advertising approaches for different states based on what customers in those markets had historically purchased.
A homeowner in one part of the country could see different products or messaging than someone in another region.
The System Behind the Campaign
The strength of the campaign came from connecting information that is often managed separately.
We analyzed actual purchase history and customer locations.
We identified households near recent VOLT customers and created highly targeted audiences.
Campaigns were delayed so the customer’s lighting had time to be installed.
Advertising changed based on regional and seasonal purchasing behavior.
We built and managed the Meta campaigns needed to reach those audiences.
We analyzed campaign performance and revenue to determine what was working and where the strategy could be improved.
The Result: 41x Return on Ad Spend
$41 in attributed revenue for every $1 spent on advertising.
That was an exceptional return.
But the number isn’t the most important part of the case study.
The most important part is where the result came from.
What This Case Study Really Demonstrates
It’s easy to look at an underperforming marketing program and assume the solution is:
Sometimes that’s true.
But sometimes the biggest growth opportunity is already sitting inside the business.
It may be hiding in:
The VOLT campaign worked because we didn’t start by asking:
Your Opportunity Probably Won't Look Like VOLT's
Your customers may not install a product that their neighbors can see.
But your business is almost certainly producing signals that can help you improve marketing performance.
That’s why Click Laboratory doesn’t look at advertising, landing pages, conversion, email, customer data, and follow-up as separate marketing projects.
We Find the Growth Opportunities Others Miss
Click Laboratory helps companies understand where their marketing system is working, where it is leaking revenue, and where the highest-value opportunities are hiding.
We look across:
Then we prioritize the improvements most likely to make a difference.
Sometimes that means improving the ads.
Sometimes it’s the landing page.
Sometimes it’s email or SMS follow-up.
Services Used
What Is Your Marketing Missing?
You may not need more marketing.
You may need the marketing you already have to work better together.
Click Laboratory can evaluate your traffic, advertising, customer data, landing pages, lead follow-up, and conversion process to identify where the biggest growth opportunities may be.
