Case Study Overview
TechSmart Solutions aimed to enhance operational efficiency within their software development processes. Faced with increasing project timelines and resource allocation issues, they sought a solution to streamline workflows and improve productivity.
The Challenge and Context:
The client, a high-end service for smart home installation, was stuck in the "break-even" zone, with ad spend hovering around a 2.5x ROAS. Their campaign structure was too generic, treating all customers and services the same, leading to wasted ad budget on low-value clicks.
MarketSquare's Strategic Solution:
We implemented a Tiered Funnel Optimization based on CLTV (Customer Lifetime Value).
Dynamic Product Ads (DPA) Overhaul: We segmented the product catalog into "starter" items (low value) and "premium installation" services (high value). We then created specific DPA campaigns that only retargeted users who showed intent for high-value items.
Creative Sequencing: We launched a three-step video sequence: Awareness (Product Problem/Solution), Consideration (Testimonial/Social Proof), and Conversion (Limited-Time Offer). This structured approach ensured the user was nurtured toward conversion.
Lookalike Audience Refinement: We built new Lookalike audiences based on their top 10% highest-spending customers (the "Whales"), ensuring our acquisition budget targeted users with the highest potential CLTV.
The Detailed Results:
By focusing budget on high-intent and high-value users, we successfully scaled their paid social activity to a market-leading 9.2x Return on Ad Spend (ROAS). This not only provided massive profitability but also gave the client the confidence to significantly increase their ad budget, leading to accelerated business growth.
