The Brand
Cyclone Rake makes a category-defining lawn and leaf vacuum.
Cyclone Rake is a tow-behind collection system that mounts to a rider mower.
Cyclone Rake handles leaves, grass, and yard debris at a scale ordinary baggers can’t.
Cyclone Rake is engineered, made in America, and built to last.
Cyclone Rake has a loyal owner base.
Cyclone Rake has a price tag to match a serious piece of equipment.
That combination shapes everything about how Cyclone Rake sells. The buyer is a homeowner or property owner who takes lawn care seriously. The buyer researches carefully. The buyer treats the purchase as an investment. Demand is intensely seasonal. Demand peaks with the leaves. A large share of orders are placed not online but on the phone. A customer places phone orders after the customer has done homework. A customer places phone orders when the customer wants to talk it through.
The Situation
SocialQ inherited an established but underperforming paid-media account.
SocialQ was asked to make it efficient.
SocialQ was asked to grow revenue.
SocialQ was asked to grow the customer base.
SocialQ was asked to do this across Google and Meta.
The product was seasonal.
The product was high-consideration.
Several frictions sat in the way. The account had drifted toward broad, upper-funnel spend. Broad, upper-funnel spend drove clicks but not sales. Costs in a competitive auction kept climbing. Meta was underdelivering.
The measurement picture was incomplete in a way that directly hurt performance. Roughly half of all revenue closed over the phone. Much of the most valuable conversion signal never made it back to the ad platforms. 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. For a business this seasonal, with a purchase this considered, the job was to give the platforms the full signal needed to find it.
The Solution
SocialQ began with a disciplined takeover.
SocialQ cleaned up brand exclusions.
SocialQ cleaned up ad assets.
SocialQ cleaned up campaign structures.
SocialQ refocused the account on conversions.
SocialQ refocused the account on ROAS.
SocialQ refocused the account on conversion value rather than raw traffic.
From there the strategy was concentration over sprawl.
On Google
On Google, SocialQ rebuilt branded and product search around the highest-intent queries.
SocialQ scaled Shopping and Performance Max.
SocialQ used tighter feed and bidding controls for Shopping and Performance Max.
SocialQ pulled back display, YouTube, and lead-focused campaigns.
SocialQ pulled back campaigns that were absorbing budget without returning revenue.
SocialQ judged each campaign against its actual objective.
SocialQ did this instead of a single blended benchmark.
A central thread was measurement. SocialQ surfaced that a large share of revenue closing by phone wasn’t being attributed to ads. SocialQ prioritized feeding that offline signal back to the platforms. SocialQ fed the offline signal back so bidding could optimize toward complete conversions.
On Meta
On Meta, SocialQ rebuilt the account around conversion and retargeting.
SocialQ used refreshed video creative.
SocialQ used testimonial creative.
SocialQ steadily drove down cost per purchase.
SocialQ layered in connected-TV. SocialQ used proper UTM tracking for connected-TV. SocialQ used connected-TV as an efficient mid-funnel support. SocialQ anchored reporting in year-over-year analysis. SocialQ used the analysis suited to a seasonal business.
Point of Resonance
Built for the people who don’t settle.
December 2024 year-over-year through the spring 2025 ramp:
- +47% YOY PAID REVENUE GROWTH
- 88% LOWER BRANDED-SEARCH CPC
- 53% LOWER META CPA
Client
Cyclone Rake
Build for the yard. Build to last.
Paid Media: Social Media.
3-Month Campaign.
SERVICES
- Paid Media Strategy
- Paid Media Management
- Creative Development
- Measurement Strategy
- Tagging Foundation & Data Analysis
- Strategic Consultation
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