Truscapes Deck Lighting
$30K of new revenue from $3K ad spend in the first 60 days, 10× ROAS sustained across 18 months
Tru-Scapes' deck-lighting sister brand, NADRA Deck Safety Ambassador, premium LED post-cap and step lights with a 5-year warranty. Great product. Previous agency had run Google Ads into the ground.
Where they were when they called us.
Paid search costs were out of control under the previous agency. Conversion tracking was misconfigured, so they couldn't even tell which keywords were producing revenue. Organic traffic crawled because on-page SEO had been an afterthought. They were spending $4K a month with no idea if any of it was profitable, and the homepage took 4.2s to render.
What we actually did.
Every step was sequenced to compound: foundations first, traffic engines second, conversion polish third. Here's the order we ran it in.
- 01
Full redesign on a conversion-optimized template with 1.1-second LCP scores and a clean product-grid + collection-spec layout
- 02
Rebuilt the Google Ads account from scratch: tight ad groups by product type and intent, fresh ad copy, full extension stacks (sitelinks, callouts, structured snippets, price)
- 03
Implemented proper conversion tracking from zero: server-side call tracking, form events, GA4-Ads import, revenue attribution, Performance Max with feed exclusions
- 04
Cut wasted ad spend on non-converting keywords and added negatives every week for the first 8 weeks. Pulled 40% of the budget into the proven winners
- 05
Layered Shopping campaigns and Performance Max once tracking was clean, plus dedicated brand-defense ads to keep CPA low on warm intent
- 06
Ran an organic content engine in parallel: 'How to wire deck post lights,' 'Best LED step lights for composite decks,' 'NADRA-compliant deck lighting,' each piece internally linked to relevant collection pages
Week 1, stop the bleeding
Before optimization there's measurement. We rebuilt conversion tracking from the ground up, paused 60% of spend on keywords with zero tracked conversions in the previous 90 days, and ran a 14-day diagnostic before changing strategy. By day 14 we knew exactly which 3 ad groups were carrying the account.
Weeks 2-8, restructure
Tight ad groups by product type. New ad copy with extension stacks. Landing pages aligned to ad-group intent. Shopping ads for the actual SKU catalog. Cost per conversion dropped 54% while conversion volume tripled. Day 60 hit $30K in tracked revenue against $3K in spend.
Months 3-9, scale and optimize organic
Once Ads was profitable we scaled spend cautiously and worked organic in parallel. The SEO foundation we'd laid for the redesign started compounding. By month 6 organic was driving 35% of total revenue, up from 12%, on top of paid that was still printing 10× ROAS.
Year 2, the diversified engine
Year 2 the brand sits on three legs: branded paid (defense), non-brand paid (acquisition), and organic (compounding). Average order value is up 34%. Paid efficiency hasn't dropped because organic absorbs the warm intent and paid focuses on cold. The CFO calls it the cheapest growth channel they've ever had.
“First profitable Google Ads month we've ever had. We had no idea this was possible.”
Real screenshots, not stock charts.
Where they landed.
Every number below is pulled from Truscapes Deck Lighting's own analytics, ad accounts, and CRM. We don't round, smooth, or cherry-pick.
“Their Google Ads setup paid for itself in the first month. $30K in revenue from a $3K ad spend. First profitable month we've ever had. Unreal.”
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