Lead Gen Ads for Profitable
Growth

We piloted SunSetter’s paid social strategy to accompany an increased focus on direct-to-consumer as a distribution channel, driving massive year over year growth.

ABOUT THE BRAND

With more than 30 years of experience and over 1M satisfied customers, SunSetter is the best-selling awning in America.

Our Impact

After years of marketing mainly through TV ads, SunSetter approached Brandog Digital to pioneer their paid social program. Utilizing a rigorous creative and audience testing strategy, combined with data insights both from Meta ads and SunSetter’s internal lead and order reporting system, we were able to increase paid social revenue 34x year over year.

We also drove a 25% increase in ROAS, despite the significant increase in the program’s scale.

DON’T TAKE OUR WORD FOR IT

“Brandog’s holistic approach to growth marketing has allowed us to grow significantly each of the years we’ve partnered together. It’s rare to find an external partner that intimately understands everything from our aesthetics to our inventory and production cycles, and helps us align all those components to achieve profitable growth.”

- MICHELLE RANAVAT, FOUNDER

How We Did It

Creative Discovery

We rapidly tested SunSetter’s library of brand imagery, quickly identifying winning static images that produced strong CTRs and drove leads effectively. We then worked to repurpose existing video content, which was primarily produced for infomercial-style TV ads. Finally, we created GIFs, transforming static images into effective motion ads.

Audience Iteration and Exploration

One of SunSetter’s goals for paid social was to uncover new audiences of potential buyers. Testing a variety of broad, interest-based, and lookalike audiences, we were able to hone in on a digital customer base for SunSetter that skewed younger than their traditional customer, expanding their overall market reach.

Understanding Profitability

In order to build a self-sustaining paid social program, we needed to determine a target Cost per Lead that would ladder up to a profitable Cost per Order. To do this, we gathered data on lead conversion rates and average time to purchase to arrive at a projected lead value. As each week’s cohort of leads matured, we were able to predict their future value and adjust our bidding strategy accordingly to ensure our efforts contributed to both top-line revenue and bottom-line profit.