This week's Pace Notes:
the exact three moves we used to take our client BendPak from zero to 41x ROAS in 30 days, and how you can do it yourself.
Let's get into it →
What we’re breaking down:
BendPak has made lifts, jacks, and shop equipment for over fifty years. Their digital engine was already one of the strongest in the industry, with strong organic social presences and an intent-based Google Ads flywheel to capture demand.
But they didn't run any ads on Meta.
Earlier efforts on the platform leaned on boosted content and awareness plays, and the results convinced everyone of the following conclusion: Meta doesn't work for equipment like ours.
But that wasn't the case.
Thirty days after we rebuilt the channel, their QuickJack account was running a 41.4x ROAS. The flagship BendPak account hit 19x. Both accounts performed 4-8x above their own benchmarks, on fresh pixels, on a channel that started at zero.
Here’s what we saw.
On the surface this looked like a spend problem or a platform problem. It wasn’t.
Earlier Meta efforts had been structured for awareness and engagement rather than conversions. Creative was built for organic feeds, not engineered as performance ads with distinct hooks and messaging for each buyer segment. The audience and the brand strength were already there; what the channel needed was a way to capitalize on it.
So what did we fix?
1. Net-new performance creative stack, product by product, with unique messaging.
Each SKU treated as its own campaign, with batches of ads written to hit distinct buyer segments (professional shops, serious enthusiasts, weekend builders). Ad sets built to improve message relevance.
2. Heavy on video.
Purpose-built spots for Meta short form video, not repurposed product images. Different hooks, durations, and styles to match placement.
3. Improve feedback from campaign data.
Place ad accounts under management of our partner agency, allowing tighter communication between our creative team and media buyers. Iterate on creative based on data and ensure proper campaign structure on all platforms.
The result? 19x ROAS on the BendPak account, and 41.4x ROAS on the QuickJack account in 30 days. We generated multiple 6 figures in net new revenue per account.
“Crushed it is an understatement. Results like this don’t happen by accident. Thanks again for everyone’s hard work. The wins have been echoing through the halls all week.“
The line to remember
Most advertisers who say “X platform doesn’t work for us” mean “the creative we ran on X platform didn’t work.” It’s a creative problem, and it’s expensive, because it drives up the cost per conversion and collapses margins without clear signals that your media buyer can solve.
If your paid program has hit a ceiling, the bottleneck is almost never the spend. It’s the creative engine feeding it.
Cheers,
Sterling Voth
Founder, Voth Agency
P.S. - If you want to level up your ad creative, we build cinema-grade digital ads (Meta, Google, CTV, etc.) for 8+ figure automotive brands that are serious about making money. Check it out here.