Overview
SMEG is a premium, Italian appliance manufacturer known for blending iconic design with modern performance. Rooted in Italian architectural heritage, the brand creates retro-inspired, professional, design-led appliances that serve as both high-quality tools and distinctive design pieces. Historically reliant on high-end retailers and locally operated independent appliance dealers, SMEG USA sought to extend its brand equity through a U.S. direct-to-consumer (DTC) channel with higher margins.
The Problem
Like many newly launched DTC sites, the U.S. channel entered a competitive market without historical site traffic, first-party data, or conversion benchmarks. With a fixed annual budget in place, the focus was on building a strong foundation for scalable growth. The goal was to capture existing demand to validate the channel without undermining long-standing retail relationships. SMEG needed a go-to-market strategy that balanced efficiency with growth, identified high-intent audiences, and converted brand interest into sustainable revenue.
From day one, the budget for SMEG USA required a disciplined, performance-driven approach. With clear investment parameters guiding the strategy, every campaign was designed to deliver measurable impact and consistently surpassed return expectations.
— Jack Meyer, Account Manager
The Solution
Launching a DTC channel with no traffic, no data, and a fixed budget required a disciplined, full-funnel approach. LP built the channel step-by-step through four strategic pillars:
Tracking Foundation
Implementing GA4, Google Ads, and Merchant Center tracking enabled accurate attribution and captured reliable first-party data. With clean measurement in place, AI-powered Performance Max campaigns surfaced top-converting audiences and product categories.
Land and Expand
With no remarketing base to start, we captured branded search and moved up the funnel. As data grew, we added non-branded keywords and Meta prospecting to reach new buyers while protecting SMEG’s long-standing retail partnerships.
Full-Funnel Visibility
Demand Gen campaigns across YouTube, Gmail, and Discover drove upper-funnel growth. Google’s platform-comparable conversions captured the value of impression-led engagement in downstream conversions. This grew new site traffic and filled remarketing lists without overspending.
Seasonal Promotions
Leveraging SMEG’s creative assets, LP refreshed ads for major U.S. sales windows and paced budgets for peak demand. Consolidating campaigns around top-performing products and audiences strengthened ROAS without increasing spend.
The Outcome
Through consistent keyword refinement, seasonal creative refreshes, and optimized budget allocation, the campaign doubled the initial revenue goal for SMEG USA and validated the channel’s long-term viability.
9x
ROAS
Jan. 2025 to Dec. 2025
142%
Revenue Increase
July to December 2025 YoY
40%
Sitewide Traffic Attributed to PPC Campaigns
15%
Impressions from Meta with only 1% of budget
171%
Increase in Search
Impressions Share
2x
Initial Revenue Goal
38%
Increase in Clicks
-5%
Cost per Click
28%
Increase in Clicks
Sustainable Growth Achieved
This campaign transformed SMEGStore.us from a brand-new domain with zero visitors into a profitable, data-driven sales channel. The initiative empowered SMEG USA to operate independently from its retail partners while maintaining brand integrity. With robust first-party data, improved profit margins, and a scalable digital framework, SMEG is now positioned for deeper U.S. expansion and future investment, including potential budget increases and new product launches under the Porsche collaboration line.
