The Challenge
Breaking out of a Meta-only acquisition loop
The client was relying heavily on Meta to drive performance. As CPMs increased, it became harder to scale efficiently.
More importantly, there was no connected funnel. Awareness and conversion campaigns competed for budget instead of working together, making it difficult to build demand among new audiences while continuing to convert people already showing interest.
The goal was to create a scalable acquisition model that could reach the right homeowners earlier, improve cost efficiency, and provide clearer performance data.
The Solution
Building one connected acquisition funnel
Growth Channel created an audience-led strategy that allowed prospecting and retargeting to work together.
Audience mapping. Geo targeting, ABM, and third-party audience segments were layered together to reach homeowners, home builders, contractors, and housing professionals.
Creative sequencing. Messaging was matched to each stage of consideration, using awareness creative for colder audiences and offer-specific messaging for warmer audiences.
Full-funnel activation. Prospecting campaigns continuously introduced new people into the funnel while retargeting campaigns converted existing demand.
Transparent reporting. CPM and ROAS performance could be compared against the client's internal attribution rather than relying solely on platform-reported results.
The Impact
Both campaigns significantly improved on the client's previous Meta performance.
Campaign A delivered a 457% improvement in ROAS, while Campaign B delivered a 2,215% improvement in ROAS. At the same time, programmatic CPMs came in at approximately 5–6, compared with the 8–12 CPMs the client had been paying on Meta.
More importantly, the client could now run acquisition and conversion simultaneously. As prospecting brought new audiences into the funnel, the retargeting pool continued to replenish—creating an acquisition system designed to compound rather than a series of isolated campaigns.
What's Next
With the full-funnel structure established and CPM efficiency validated, the next opportunity is expanding the channel mix, including testing CTV to reach homeowners earlier in the renovation and construction consideration cycle.
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