LED Lighting
B2B/B2C
How HTM Lighting Reduced Google Ads CPA Through More Focused Paid Search
HTM Lighting’s Google Ads program had a focused objective: lower acquisition costs without expanding into additional channels. Tighter budget allocation, keyword targeting, ad messaging, and calls to action reduced CPA from $96.18 to $72.85 across the documented comparison.
Affordable Interior Design is a service powered by Uploft, a family of brands providing exceptional interior design for busy people. Uploft aims to demystify the design process through fast, easy, and fairly priced services with no minimum spend or obligation to buy. They operate in multiple locations across the Mid-Atlantic and Northeast U.S.
Scope Summary
The Effort
Multi-Brand Paid Ads Management
Meta & Google Ads Optimization
Brand-Level Budget & Reporting Structure
Seasonal Budget Pacing
Creative Fatigue Monitoring
Case Study Category
Paid Ads
Service Model
Monthly
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Paid Media Channels
Shopify
Google Ads
Google Search
Account Baseline
HTM Lighting’s Paid Ads engagement focused on Google Search optimization for a lighting catalog with a defined target CPA and an existing paid-search account that required restructuring and tighter query control.
Growth Constraints
HTM Lighting needed to capture commercial search demand without allowing acquisition costs to remain unnecessarily high. The account required closer review of budget allocation, keyword targeting, and ad creative so paid traffic could be managed more efficiently.
The immediate priority was not broader channel expansion. It was to improve the efficiency of the existing Google Ads program and establish a clearer basis for ongoing optimization.
Paid Media Strategy
Reduce cost per acquisition through more efficient Google Ads management.
Improve keyword targeting around high-intent LED product searches.
Refine budget allocation to reduce wasted spend.
Test clearer ad creative and calls to action.
Monitor paid performance so campaign priorities could be adjusted over time.
Campaign & Channel Buildout
Optimization stayed within Google Ads and concentrated on four levers tied most directly to acquisition efficiency: budget allocation, keyword intent, ad messaging, and recurring performance review.
Budget Allocation and Campaign Review
Campaign performance was reviewed against budget distribution so spend could be concentrated around stronger acquisition opportunities.
Keyword Targeting
Keyword targeting was refined around commercial LED searches, with an emphasis on reducing low-value traffic and strengthening alignment with shopper intent.
Creative and CTA Testing
Ad variations used clearer calls to action and closer message-to-keyword alignment, giving shoppers a more specific reason to click.
Performance Monitoring
CPA and related paid-search signals were reviewed regularly so campaign adjustments could respond to changing performance.
Performance Results
What Drove the Improvement
The documented paid-search gains followed a combination of account restructuring, negative-keyword expansion, geo-targeting refinement, bid-management changes, and tighter search-term control. These are presented as contributors to the account’s improvement rather than proof that any single tactic independently caused the result.
Business Outcome
The documented comparison shows a lower cost to acquire customers after the Google Ads program was tightened around budget, intent, messaging, and monitoring.
HTM Lighting gained a more efficient paid-search foundation without expanding into additional channels.
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