How a simplified Meta account structure and intent-matched creative took an iconic offroad lighting brand's blended ROAS from 6.1X to 10.0X, with no increase in budget.
KC HiLiTES builds premium lighting for off-road, overland, and powersports vehicles: high price points, long consideration windows, and a passionate but niche audience. The mandate wasn't to spend more. It was to prove that paid social could keep acquiring new customers at improving unit economics year after year.
Big spend totals are easy to buy. Efficiency is earned. So this program is measured on the metrics that actually move the P&L: return on ad spend, cost per purchase, and cost per lead.
We replaced a sprawling legacy evergreen structure with a consolidated build that gives Meta's delivery system cleaner signals and concentrates budget behind what converts. The new core campaign runs at a 20.9X in-platform ROAS versus 5.3X on the legacy structure it replaced, a 71% reduction in cost per purchase.
Higher-intent audiences get conversion-focused formats, while colder audiences get low-cost engagement and video formats that build retargeting pools. Video awareness campaigns delivered 4.8M+ completed views at roughly a penny each, feeding retargeting campaigns that sustain double-digit ROAS through peak season.
A dedicated lead campaign generates email signups at $0.70 per lead with a 4.25% click-through rate, turning ad spend into an owned audience the brand can market to for free.
Over the current three-year program, blended in-platform ROAS climbed from 6.1X in 2024 to 6.9X in 2025 to 10.0X in 2026 year to date, with no increase in budget. Comparing the first half of 2026 to the first half of 2025, ROAS is up 145% on 29% less spend, while click-through rates improved and CPMs held flat.
| Period | Blended ROAS | CPC | CTR | CPM |
|---|---|---|---|---|
| 2024 | 6.1X | $0.40 | 1.91% | $7.56 |
| 2025 | 6.9X | $0.43 | 1.92% | $8.32 |
| 2026 YTD | 10.0X | $0.39 | 1.97% | $7.63 |
In practice, the same dollar invested in this program returns roughly 2.4X more revenue today than it did two years ago. And efficiency didn't come at the cost of reach: awareness campaigns still put the brand in front of 3.9M+ accounts while purchase campaigns compounded.
View all case studies →“The team at Strat88 have been instrumental in the growth of KC. I appreciate their work ethic, accountability, and overall integrity when working on vast and complex projects. I know I can trust them to provide best-in-class domain expertise when I need it the most. We have been working together for half a decade and love the work they produce in every aspect. Highly recommended.”
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