Kitchen Remodeler Drives $5.9M in Matched Revenue With Full-Funnel CTV

A Midwest-based kitchen remodeling company had spent six years cycling in and out of broadcast TV, spending heavily on brand awareness with no real way to measure what it drove.

They turned to Strategus with a straightforward challenge: prove that CTV could generate real business at a fraction of that budget. Over 90 days, targeting high-intent homeowners across key Chicago zip codes, the campaign did exactly that, driving site traffic, closing new customers, and laying the groundwork for expansion into new markets.

• Drive qualified site traffic from high-intent homeowners in targeted Chicago zip codes
• Generate new client acquisition through measurable, lower-funnel engagement
• Establish a scalable attribution model ahead of planned expansion into new markets

The campaign launched in early January and focused exclusively on the Chicago market. Audience targeting centered on homeowners who'd been in their homes for three or more years, with household incomes above $100K, layered with behavioral signals like kitchen remodel and restoration intent. Geographic targeting was tight, with 40 to 50 specific zip codes selected for the density of the right buyers. An age parameter (40+) was initially included but removed mid-flight after it showed no clear impact on revenue attribution.

The media mix was built from there, adding display and online video retargeting on top of CTV to reinforce awareness and stay connected to people already showing interest.

Early creative leaned on brand storytelling, who they are and what they do. When the team shifted to direct-response messaging in February and March, mirroring the offers the brand already ran in broadcast (i.e. 75% off, 50% off, strong calls to action), the effect was immediate. Matchback revenue spiked, and the connection between ad exposure and downstream purchase became significantly more pronounced.

Attribution came from two sources: pixels on the homepage and a contact engagement page, plus CRM matchback that cross-referenced ad-exposed households against purchase records. That combination gave the team something broadcast never could, a clear line from ad impression to signed contract. The matchback showed who converted and who was still in the consideration window, giving the client a pipeline view alongside closed revenue.

The client is now exploring a continued presence in Chicago alongside expansion into Milwaukee, with plans to use the same audience model as the foundation for both markets.