CASE STUDY
Messaging That Converts — The Creative Science Behind 5-Figure Campaigns
Astoria’s offering was visually stunning, but hard to explain in a single ad. Many potential customers didn’t understand the value of permanent lighting — or assumed it was only for Christmas.
Early campaigns struggled with inconsistent messaging, low CTRs, and high CPLs in new markets.
Different audiences needed different hooks — and different services needed different emotional drivers.
Inbound Lever launched a multi-layered creative testing program to identify:
- Which emotions convert (convenience, status, family time, security)
- Which services need education (holiday lights vs. landscape lighting)
- What works by season and by market (cold weather messaging vs. year-round patio use)
We developed a full-funnel messaging system with creative assets tailored to:
- New markets with low brand awareness
- High-intent buyers (retargeting copy with urgency and financing offers)
- Seasonal swings (spring for patios, fall for holidays)
Assets included:
- Scroll-stopping Meta ad graphics
- Video clips with drone footage and customer testimonials
- UGC-style content and contractor highlights
- Dynamic Google ad copy that matched local trends
Metric
- Meta CTR
- CPL (Meta)
- Landing Page Conversion Rate
- Seasonal Campaign Efficiency
Baseline
- 0.6%
- $80+
- 8–10%
- Unclear ROI
After Optimization
- 1.8–2.4%
- $25–$50
- 20–30%
- Peak ROAS: 5–8x
We never felt like we were just getting random A/B tests. Every creative decision had a reason — and results to back it up.”
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