Transforming Performance Marketing at BlastOne

Background

When BlastOne realized their Google Ads campaigns were losing money instead of driving revenue, they knew a change was necessary. Their high-value industrial products required a strategic, data-driven approach—one that would transform their performance marketing from a cost center into a growth engine. That’s where we came in.

As a leading provider of industrial equipment and supplies, BlastOne was investing in Google Ads but struggling with low ROAS, inefficient campaign structures, and tracking gaps. The challenge wasn’t just about increasing spending—it was about spending smarter and unlocking untapped revenue potential within their digital strategy.

Understanding BlastOne’s Marketing Objectives

BlastOne’s digital marketing strategy focuses on two core objectives:

 

• Maximize Direct E-Commerce Sales: Products available for direct purchase online are tracked using direct sales ROAS.
• Generate High-Value Leads for Quote-Only Products: Many of BlastOne’s highest-value products are sold through a quote process instead of direct checkout.

These leads fall into two categories:

• Standard Leads: General inquiries about equipment and services.
• High-Value (BIS) Leads: Inquiries regarding large-scale industrial systems, where a single lead can result in contracts worth hundreds of thousands of dollars.

 

Our challenge is to enhance direct e-commerce ROAS while more accurately tracking lead generation and increasing requests for high-ticket quotes.

 

Overview

In May 2022, BlastOne engaged with us to revamp its performance marketing and analytics strategy for the U.S. market. The objectives were clear: improve ROAS, increase the number of high-value leads, and unlock actionable insights using advanced analytics and dynamic dashboards.

By the end of 2024, BlastOne had achieved remarkable growth: ROAS surged from below 1 to over 5, leads skyrocketed by 3,000%, and cost per lead dropped by 94%. This case study highlights the strategic decisions, technical implementations, and insights that powered this transformation.

 

Over the next 30 months, performance surged to unprecedented levels:

• Sales ROAS peaked at 5.13 in October 2024, representing a 5,400% increase from the baseline.
• Leads peaked at 297 in November 2024, reflecting a 4,850% increase from the baseline.

 

Total estimated revenue (direct sales + lead value) exceeded $8.1M, demonstrating the tangible impact of performance marketing executed effectively. Importantly, these results were achieved while increasing spending by nearly 250% within the first 12 months.

Performance Marketing

Unlocking High-Value Growth

 

ROAS Breakthrough: From 0.09 to 5.13

When we began in May 2022, BlastOne’s direct sales ROAS was only 0.09, meaning the company was losing money on its ad spend. By October 2024, direct sales ROAS peaked at 5.13—a 5,400% increase—while increasing spend by nearly 250% within the first 12 months.

 

Achievement:

After just 12 months (by May 2023), with spending increasing by nearly 250%, ROAS improved significantly, rising from 0.09 to 3.70.

 

Key strategies that drove this growth:

• Restructuring Google Ads Campaigns: Shifted from generic setups to tightly segmented campaigns based on product type and customer intent.
• Implementing Value-Based Bidding: Switched to Target ROAS and Maximize Conversion Value strategies to focus on high-quality traffic.
• Advanced Audience Targeting: Leveraging intent-based segmentation and lookalike audiences
• Creative Testing and Optimization: Tested ad creatives to refine messaging and visuals.

The graph below visually illustrates this transformation, showing a steep incline in performance metrics following the start of the collaboration:

 

This graph below illustrates the trend of direct sales revenue, indicating a steady increase in sales following the start of the collaboration:

 

Lead Generation for Quote-Only Products

Alongside direct sales, lead generation for quote-only products was critical—particularly BIS leads representing high-ticket projects. BlastOne’s lead generation engine underwent a complete transformation. In May 2022, the company generated just six leads. By November 2024, monthly leads peaked at 297—a 4,850% increase while reducing the cost per lead by 96% from the baseline. The graph below illustrates the trend of total leads generated. Tailored campaigns targeting high-intent audiences helped BlastOne secure more valuable leads, aligning marketing efforts with overall business goals.

 

 

Milestone:

After 12 months (by May 2023), spending increased by almost 250%, leading to a growth of 3,050% in leads, which climbed from 6 to 189 per month while reducing the cost per lead by 89%.

 We achieved this by:

• Building custom audiences based on historical data and user intent.
• Creating ad copy variations to address pain points across key segments.
• Implementing predictive lead scoring to refine campaign targeting.
• Continuous Optimization: Regularly adjusted bids and creatives to maintain lead volume without increasing CPL

 

Analytics Transformation

From Guesswork to Data-Driven Insights

 

The Challenge:

Inaccurate tracking and reporting made evaluating performance or optimizing spending difficult.

 

Enhanced Tracking and Measurement

One of the core challenges was a lack of clarity in tracking and measuring campaign success. We addressed this by deploying a technical analytics framework for revenue and lead value attribution centered around:

• Google Tag Manager (GTM): For seamless event tracking across lead forms and calls.
• Google Analytics 4 (GA4): For deeper user journey analysis and conversion attribution.
• Custom Looker Dashboard: To give the team real-time visibility into performance metrics.

 

Building a Custom Dashboard

A fully automated, dynamic Looker dashboard became the centerpiece of BlastOne’s analytics ecosystem. This dashboard provides real-time insights into:

• ROAS and sales performance.
• Leads for quote-only products.
• Cost-efficiency metrics such as cost per lead and cost per transaction.
• Geographic and device-level performance for granular optimization.

 

BlastOne’s success extends beyond direct e-commerce sales. By integrating lead value into performance tracking, we discovered the total estimated revenue generated from ads (Sales + Leads) and the True ROAS of our advertising campaigns.

BlastOne’s team no longer relied on outdated manual reports. Instead, our dynamic Looker dashboard provided real-time insights into ROAS, lead generation, and cost efficiency. As illustrated in the screenshot below, the dashboard allowed them to gain real-time insights into paid advertising performance by campaign, product, device, and geography.

 

Cost Efficiency

Driving More Leads with Less Spend

 

Cost efficiency was a core focus of the engagement. In May 2022, the cost per lead was unsustainable for long-term growth. Within the first 10 months of the engagement, CPL dropped by 96%, even while monthly spend more than doubled.

Key cost-saving strategies included:

• Switching to automated bidding models like Target ROAS and Maximize Conversion Value.
• Continuous creative and placement testing to improve ad relevance.
• Dynamic remarketing campaigns to re-engage high-intent audiences efficiently. 

 

Key Results at a Glance

Strategic Insights

What drove this success?

 

Tailored Campaigns Drive Results

By shifting focus to campaigns that prioritized high-value leads, BlastOne maximized its ROI. The segmentation of campaigns based on intent and product type ensured that marketing expenditures targeted the most profitable opportunities.

Scaling Smartly with Performance-Based Budget Allocation

Real-time ROAS tracking enabled us to swiftly adjust budgets towards top-performing assets. We increased spending by nearly 250% within the first year while simultaneously enhancing ROAS by nearly 4,000%. The capability to elevate spending without compromising efficiency was a crucial driver of success.

Data-Driven Decision-Making

Implementing the dynamic dashboard enabled BlastOne to make faster, more informed decisions. This reduced lag time in identifying underperforming campaigns and reallocating resources.

Predictive Lead Scoring

Introducing lead value calculations helped differentiate and optimize campaigns for different lead categories.

Long-Term Scalability

With an advanced analytics infrastructure now in place, BlastOne is well-positioned for future growth. The ability to track and attribute value to leads ensures that the marketing team can continue optimizing for both efficiency and impact.

Conclusion

Smart Marketing for Complex Sales

 

BlastOne’s transformation wasn’t just about fixing ads—it was about turning performance marketing into a profit-driving machine. By combining smart campaign structures, high-value lead tracking, and a powerful analytics engine, we helped BlastOne shift from wasted spend to scalable revenue. Their success proves that in digital marketing, the right strategy doesn’t just drive growth—it drives business transformation. With a data-driven foundation in place, BlastOne is now poised to scale further, exploring AI-driven bidding strategies and predictive modeling to drive even greater efficiency in the future.

 

⚠️ Disclaimer: Sensitive data, including revenue and spend figures, have been omitted to protect client confidentiality. All growth percentages and performance metrics remain unchanged and accurately reflect the results achieved.