Paid Media · Creative & Content
47% more paid revenue YoY at a 53% lower CPA
SocialQ inherited an established but underperforming paid-media account and was asked to make it efficient, to grow revenue and the customer base across Google and Meta for a seasonal, high-consideration product.
About Cyclone Rake
Cyclone Rake makes a category-defining lawn and leaf vacuum, a tow-behind collection system that mounts to a rider mower and handles leaves, grass, and yard debris at a scale ordinary baggers can’t. It is engineered, made in America, and built to last, with a loyal owner base and a price tag to match a serious piece of equipment. That combination shapes everything about how it sells. The buyer is a homeowner or property owner who takes lawn care seriously, researches carefully, and treats the purchase as an investment. Demand is intensely seasonal, peaking with the leaves, and a large share of orders are placed not online but on the phone, after a customer has done their homework and wants to talk it through.
The Situation
SocialQ inherited an established but underperforming paid-media account and was asked to make it efficient, to grow revenue and the customer base across Google and Meta for a seasonal, high-consideration product. Several frictions sat in the way. The account had drifted toward broad, upper-funnel spend that drove clicks but not sales, while costs in a competitive auction kept climbing. Meta was underdelivering. And the measurement picture was incomplete in a way that directly hurt performance: with roughly half of all revenue closing over the phone, much of the most valuable conversion signal never made it back to the ad platforms, so the algorithms were optimizing on a partial view of the truth. For a business this seasonal, with a purchase this considered, the job was to concentrate every dollar against genuine buying intent, and to give the platforms the full signal needed to find it.
What We Did
SocialQ began with a disciplined takeover: cleaning up brand exclusions, ad assets, and campaign structures, and refocusing the account on conversions, ROAS, and conversion value rather than raw traffic. From there the strategy was concentration over sprawl. On Google, we rebuilt branded and product search around the highest-intent queries, scaled Shopping and Performance Max with tighter feed and bidding controls, and pulled back display, YouTube, and lead-focused campaigns that were absorbing budget without returning revenue, then judged each campaign against its actual objective instead of a single blended benchmark. A central thread was measurement: we surfaced that a large share of revenue closing by phone wasn’t being attributed to ads, and prioritized feeding that offline signal back to the platforms so bidding could optimize toward complete conversions. a.
The Results
Paid revenue grew 47% year over year while branded-search cost per click fell 88% and Meta cost per acquisition dropped 53%, by concentrating spend on real buying intent and feeding phone orders back to the platforms.
We worked with SocialQ to develop a branded microsite for our company, and they were fantastic to work with. They are communicative and very skilled at what they do. Having worked with other agencies in the past, I would say their greatest strength is their agility. They are able to get things done quite quickly with much less red tape than bigger agencies.
Matthew Coz, Project Manager at Woodland Power ProductsWant results like this?
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