Overview
FoamOrder is an online manufacturer specializing in custom foam products. Customers can buy made-to-order replacement foam for furniture, couches, chairs, and cushions. Each order is made to exact specifications, allowing clients to extend the life of their furniture cost-effectively.
The Problem
FoamOrder’s previous agency relied heavily on branded search traffic, which limited the company’s ability to reach new customers. While this approach maintained acceptable return on ad spend, it did little to drive meaningful growth or expand top-line revenue.
The Solution
Growth-focused paid media strategy designed to expand non-branded customer acquisition while maintaining strong efficiency.
Non-Branded Search Campaigns
Account structure prioritized broader search queries to introduce FoamOrder to new potential customers, instead of relying primarily on branded traffic.
Performance Max Campaigns
Google Performance Max campaigns maximized reach across Google’s inventory while optimizing for conversion and return-on-ad-spend goals.
Demand Gen Campaigns
Demand Gen campaigns through YouTube reached new audiences in the buying journey, combining remarketing with new-audience prospecting.
Campaign Segmentation
Performance data revealed product categories with growth potential. These were tested in distinct campaigns, allowing high-performing segments to scale while controlling spend on lower-performing products.
Search term data performance analysis and close collaboration with FoamOrder’s marketing leadership, through monthly performance reviews and weekly updates, proved fundamental to winning. With success established, it opened the door to new opportunities, including seasonal campaigns, new product categories, and emerging marketing assets, such as AI-generated video and user-generated ad content.
Outcome
With Logical Position’s strategy in place, FoamOrder saw measurable improvements in efficiency, scale, and brand awareness.
+163%
Clicks
Demand Generation Campaigns
+76%
Conversions
Across Paid Search
-20%
Cost Per Click
Reduce Ad-Spend Waste
+41%
Revenue
Year-Over-Year Growth
+81%
Branded Search Queries
Mid-funnel Nurturing
+86%
Website Traffic
Attributed to Paid Search
+73%
Search Impression Share
Extending customer lifetime value
+46%
Click Share
Through optimizations
Sustainable Growth Achieved
With improved performance, FoamOrder continued increasing its advertising investment to capitalize on the growth opportunity. The results has actually driven such a significant increase in demand that the company has had to hire additional staff to keep up with incoming business—a challenge that leadership described as “a great problem to have.”
