CASE STUDY
Hanso Home
Hanso Home
17.5× ROAS on cold traffic, at scale.
17.5× ROAS on cold traffic, at scale.
How Market Lead built Hanso Home a profitable cold-acquisition engine for a high-ticket product, turning $82K of prospecting spend into $1.44M in revenue and scaling paid media past $250K a month across YouTube, Google and Bing.
How Market Lead built Hanso Home a profitable cold-acquisition engine for a high-ticket product, turning $82K of prospecting spend into $1.44M in revenue and scaling paid media past $250K a month across YouTube, Google and Bing.
Industry
Industry
Premium Louvered Pergolas & Awnings · DTC E-commerce
Premium Louvered Pergolas & Awnings · DTC E-commerce
Services
Services
YouTube Ads, Google Ads, Microsoft Ads, Shopping & PMax
YouTube Ads, Google Ads, Microsoft Ads, Shopping & PMax
Markets
Markets
United States
United States
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
Great margins, but cold traffic kept losing money.
Hanso Home sells Scandinavian-designed, motorised louvered aluminium pergolas: a considered, high-ticket purchase that buyers research for weeks.
Demand was real and the ambition was aggressive: scale to $3M+ in monthly revenue. But high price points make cold acquisition brutal.
The obvious prospecting plays, in-market audiences, custom-intent segments and short-form video, were burning budget at a fraction of break-even, and no one could yet tell which format, audience or landing experience was actually carrying the profitable sales.
Hanso Home sells Scandinavian-designed, motorised louvered aluminium pergolas: a considered, high-ticket purchase that buyers research for weeks.
Demand was real and the ambition was aggressive: scale to $3M+ in monthly revenue. But high price points make cold acquisition brutal.
The obvious prospecting plays, in-market audiences, custom-intent segments and short-form video, were burning budget at a fraction of break-even, and no one could yet tell which format, audience or landing experience was actually carrying the profitable sales.
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
Win on creative and funnel, not audience
For a high-consideration product, the lever isn't smarter targeting. It's the story you tell and the page you tell it on. Market Lead ran a systematic test of ad format and landing experience against every cold audience, then put budget behind whatever actually returned.
The bet: long-form in-stream video that earns attention, feeding an advertorial "presale" page that does the education a $10K purchase demands, with clean tracking so spend could follow proven revenue instead of dashboard vanity.
For a high-consideration product, the lever isn't smarter targeting. It's the story you tell and the page you tell it on. Market Lead ran a systematic test of ad format and landing experience against every cold audience, then put budget behind whatever actually returned.
The bet: long-form in-stream video that earns attention, feeding an advertorial "presale" page that does the education a $10K purchase demands, with clean tracking so spend could follow proven revenue instead of dashboard vanity.
The Key Insight
On a high-ticket product, the audience isn't the lever. The creative and the pre-sell page are. One in-stream angle outperformed every "smart" audience by more than 15 times.
The Key Insight
On a high-ticket product, the audience isn't the lever. The creative and the pre-sell page are. One in-stream angle outperformed every "smart" audience by more than 15 times.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
YouTube Prospecting
• Dozens of long-form in-stream video iterations tested weekly
• Custom segments built around pergola & patio purchase intent
• Advertorial "presale" funnel to pre-educate high-ticket buyers
• Losing formats (Shorts, in-market) cut fast; winners scaled
YouTube Prospecting
• Dozens of long-form in-stream video iterations tested weekly
• Custom segments built around pergola & patio purchase intent
• Advertorial "presale" funnel to pre-educate high-ticket buyers
• Losing formats (Shorts, in-market) cut fast; winners scaled
Shopping & Performance Max
• Master product feed optimised across the full pergola range
• Feed-only vs asset PMax split to control spend allocation
• Priority sizes and colours given dedicated structure
Shopping & Performance Max
• Master product feed optimised across the full pergola range
• Feed-only vs asset PMax split to control spend allocation
• Priority sizes and colours given dedicated structure
Multi-Channel & Retargeting
• Google Search scaled on branded & generic pergola demand
• Microsoft / Bing expansion to capture incremental buyers
• Remarketing with high-end testimonial video creative
• Awning line launched as a second product frontier
Multi-Channel & Retargeting
• Google Search scaled on branded & generic pergola demand
• Microsoft / Bing expansion to capture incremental buyers
• Remarketing with high-end testimonial video creative
• Awning line launched as a second product frontier
Tracking & Reporting
• Live dashboard unifying spend, ROAS, purchases and call CPA
• Revenue attributed by audience, format and landing page
• Weekly Loom reviews keeping the founders close to the numbers
Tracking & Reporting
• Live dashboard unifying spend, ROAS, purchases and call CPA
• Revenue attributed by audience, format and landing page
• Weekly Loom reviews keeping the founders close to the numbers
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
Head-to-head across cold audiences, the result wasn't close. In-market audiences, custom intent and Shorts all ran well below break-even. But long-form in-stream video feeding the advertorial presale page returned 17.5× on ad spend, turning roughly $82K of prospecting budget into more than $1.44M in revenue on cold traffic alone. With the profitable engine identified, Market Lead scaled total paid media past $250K a month across YouTube, Google and Bing, helping Hanso push toward $3M+ in monthly sales.
Head-to-head across cold audiences, the result wasn't close. In-market audiences, custom intent and Shorts all ran well below break-even. But long-form in-stream video feeding the advertorial presale page returned 17.5× on ad spend, turning roughly $82K of prospecting budget into more than $1.44M in revenue on cold traffic alone. With the profitable engine identified, Market Lead scaled total paid media past $250K a month across YouTube, Google and Bing, helping Hanso push toward $3M+ in monthly sales.
Ready to scale your store?
Market Lead helped Hanso Home turn cold traffic into a profitable, scalable acquisition engine for a high-ticket product. Book a call to see what's possible for your store.
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