How we built a profitable paid social channel for a home security brand from the ground up, lower cost per acquisition, 1.17% CTR, and a sustainable growth system.
Homely operates in home security, a category with longer consideration cycles, higher average order values, and an audience that requires trust before converting. Generic performance marketing approaches fail in this space.
The challenge was not just driving traffic. It was driving the right leads at a cost per acquisition that made the economics work, while maintaining the quality of customers entering the pipeline.
Home security requires a different creative language. We built a full creative strategy around trust signals, social proof, and urgency without being alarmist. Every angle was tested before scaling budget.
We mapped the full customer journey and identified where trust was the primary conversion barrier. Every creative was built to address a specific trust objection, product reliability, installation simplicity, customer support quality, and social proof from existing customers.
We scaled both Meta and Snapchat simultaneously, each with platform-native creatives. Snapchat required a completely different visual language and hook style. We built separate creative briefs and testing frameworks for each channel, sharing learnings across both.
Volume alone was not the goal. We optimised for qualified leads by feeding quality signals back into the campaign structure. This produced a lower CPA and a higher percentage of leads that actually converted downstream.
Lead generation for considered purchases is one of the hardest briefs in paid social. The temptation is to optimise for volume. The right answer is to optimise for quality, because a lower CPA that brings in poor leads is actually more expensive than a higher CPA that brings in buyers. Homely understood this, and it made the whole system work.
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