Deck Builder Generates More than 5x RoAS in Three Major Markets

The campaign was built around precise geographic and audience controls to ensure media spend stayed focused on homeowners most likely to invest in a deck project.

In Chicago, targeting focused on the top suburban ZIP codes by home value, with additional filters to ensure homes had sufficient outdoor space to support a deck build. Charlotte focused exclusively on suburban single-family homes, intentionally excluding townhomes, urban areas, and new construction, with added emphasis on the Lake Norman area. Indianapolis followed a similar approach, prioritizing ZIP codes with strong home value profiles.

Audience targeting began with a first-party lookalike built from the client’s historical sales data and expanded into affluent home services audiences. The strategy prioritized households with $400K+ home values and signals of high-investment behavior, such as prior pool installations or luxury outdoor upgrades.

The media mix included CTV, online video, display ads, and the Hulu and Disney+ bundle. A downloadable home guide hosted on the brand’s website served as a key lead driver, supported by search and social attribution as well as post-view website visit tracking. CTV and digital placements directed users to the guide, and once downloaded, leads were passed directly to the sales team for follow-up.

Measurement relied on first-party data matchback through an ID graph, connecting ad exposure to offline leads and confirmed sales. Across the three markets, the campaign drove 36 total sales and more than $1.5M in revenue, reinforcing the decision to renew the program for 2026. The consistent performance across all targeted markets validated the strategy and reinforced the decision to renew the campaign for 2026.