"This model confirmed the 80/20 rule. If we can increase the efficiency of each dollar spent it’s a no brainer."

The Challenge‍

LaserAway needed to improve the efficiency of its marketing campaigns and maximize the return on ad spend (ROAS) while maintaining revenue. While they could drive record breaking lead volume they faced the challenge of identifying and prioritizing high-potential leads to maximize return. 

The Approach / Google Products Utilized‍

Tombras partnered with Scowtt to implement a lead scoring model using deep learning and AI to accurately score leads using mid-funnel interactions and purchase data to predict business outcomes. These leads were scored and valued in real-time then uploaded to Google Ads via offline conversion uploads reducing the feedback loop to minutes vs days or weeks. A 50/50 experiment was run to prove the model’s effectiveness using Purchase Value ROAS impact as the measure.

The Result‍

The scored leads campaign generated a 59% increase in ROAS, demonstrating improved efficiency in ad spend while maintaining revenue value. This resulted in an 220% increase in profit allowing reinvestment in YouTube, Performance Max and Demand Gen Campaigns. Conversion Rate also increased by 46% while cost per lead decreased 39% and AOV remained flat.