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Sunrooms & Outdoor Living – National Campaign – Scaling Lead Volume & ROI

Category :

PPC & Lead Generation

Niche:

Home Improvement (Sunrooms)

Start Date :

JAN, 2025 - DEC, 2025

Marketer:

Nebula Reach

Executive Summary

Managed and scaled a high-budget national Google Ads strategy for a premier U.S. sunroom and outdoor living manufacturer. The focus was on reducing wasted spend in a high-CPC market while aggressively scaling lead volume for dealer networks. Through granular geographic segmentation, negative keyword mapping, and landing page conversion rate optimization (CRO), we achieved a massive 61% increase in lead volume while simultaneously driving down the Cost Per Lead (CPL) by nearly 40%.

Sunrooms & Outdoor Living – National Campaign – Scaling Lead Volume & ROI​

01. The Challenge

A leading U.S. sunroom manufacturer sought to maximize lead flow for their installer network. despite a healthy budget, their historical campaigns were suffering from diminishing returns. The "High-Ticket" nature of the product meant clicks were expensive, and inefficiencies in targeting were draining the budget.

  • High Cost Per Acquisition: The CPL had crept up to unsustainable levels, eating into dealer margins.
  • Broad Keyword Bleed: Generic “home improvement” terms were triggering ads for unrelated, low-value repairs rather than high-value sunroom installations.
  • Low Conversion Rates: Traffic was landing on pages that were not optimized for conversion, resulting in a high bounce rate.
  • Stagnant Volume: Despite increasing spend, the actual number of qualified leads had plateaued.

02. Strategy & Execution

We implemented a full-funnel restructuring to prioritize “High-Intent” users and eliminate waste.

  • Hyper-Local Segmentation: We broke national campaigns down by state and climate zone, allowing us to tailor ad copy to specific weather pain points (e.g., “Enjoy the snow from warmth” vs. “Escape the humidity”).
  • Negative Keyword Mapping: We aggressively pruned the account, adding thousands of negative keywords to block searches for “repair,” “parts,” and “DIY kits,” focusing budget solely on “new installation” intent.
  • Bidding Transformation: Shifted from inefficient manual bidding to a Smart Bidding strategy (Target CPA) fed by offline conversion data, training the algorithm to value quality leads over cheap clicks.
  • Landing Page Optimization: Collaborated on a CRO overhaul to reduce friction, emphasizing visual galleries, financing options, and trust badges above the fold.
  • Ad Copy Refresh: Moved away from generic features to benefit-driven copy (e.g., “Expand Your Living Space” and “Year-Round Comfort”).

03. Results & Impact

After the campaign restructuring and optimization period:

The campaign efficiency improved drastically. By lowering the cost of traffic (CPC) and increasing the rate at which that traffic converted (CVR), we unlocked a massive surge in total leads without needing to exponentially increase the budget.

Total Performance Spend: $159,713.96

Lead Growth: +61.25% (An increase of 9,765 leads)

Cost Efficiency: CPL dropped by $117.01 per lead (39.18% improvement).

Click Cost: Reduced Avg. CPC by $3.51 (21.12% decrease).

Conversion Rate: Improved CVR by 3.00% (A relative lift of 29.61%).

04. Key Learnings

  • Intent > Volume: In high-ticket niches like sunrooms, filtering out “DIY” and “repair” intent is more valuable than casting a wide net.

  • Visuals Sell the Dream: For aesthetic home additions, landing pages must be visually heavy; text-heavy pages underperform in this sector.

  • Geography Matters: Seasonal messaging based on real-time local weather data significantly improves Click-Through Rates (CTR) and relevance.