The Growth Engine
$15M–$20M+ in potential revenue from 9 financially qualified leads. A systematic approach to digital acquisition for a high-ticket, long-cycle product.
Client
Balance Catamarans
Background
15 years in business · 80+ luxury yachts built · Multi-million dollar product
Platforms
YouTube Ads · Google Ads · Meta Ads
Engagement
2024 — Ongoing
The Challenge
Balance Catamarans had everything a boat buyer could want 15 years in business and 80+ yachts built. But newer, lesser-known competitors were getting more recognition. The brand awareness gap was costing them leads they should have already had.
Beyond visibility, they had no predictable way to bring in qualified inquiries. Their sales cycle runs 4 to 12 months, but there was no system to consistently fill the top of that funnel. Marketing relied heavily on traditional channels like boat magazines expensive, with no measurable return.
The challenge wasn’t just traffic. For a product priced in the millions, most visitors will never be buyers. The funnel needed to attract the right people, filter out casual browsers, and surface only the serious, financially qualified prospects without wasting a single sales conversation.
Our Approach
Before running a single ad, we needed to understand exactly who we were talking to and what would make them stop scrolling. Everything else flowed from that.
01
We reviewed 20+ interview videos with actual yacht owners to build dual Ideal Customer Profiles: the performance-focused husband and the comfort-focused wife. From that research, we developed and tested approximately 200 messages across test audiences targeting the top 10–20% of US household income earners. This identified 5 winning ad angles we doubled down on the top two.
02
Most boat prospects aren’t ready to buy on first contact. We implemented an Omnipresence strategy retargeting all site visitors with Balance’s best-performing organic content. No hard sell. Just consistent, low-pressure brand presence to stay top-of-mind during the long consideration cycle.
03
Only the top 20–25% of website visitors by time-on-page were shown lead capture ads newsletter sign-ups and model brochure downloads. The filter was intentional: someone downloading technical specifications for a specific catamaran model is not a casual browser.
04
Google Ads captured high-intent searches like “catamaran pricing” and routed them directly to a sales call booking page bypassing the nurture sequence entirely for prospects who were already ready to talk. No wasted steps for buyers who had already made up their minds.
The Results
For a multi-million dollar luxury product, financial qualification is everything. Most buyers want it; far fewer can afford it. Our funnel was built to surface the rare, serious buyers not inflate a lead count. The 9 leads generated represent potential revenue of $15M to $20M+.
167% increase in website traffic within the campaign period, with 44,000 net new visitors.
Newsletter and model-specific brochure downloads from highly qualified prospects not casual browsers.
Leads with self-reported budgets from $1M to $4M+, representing $15M–$20M+ in potential revenue.
50% subscriber growth as a byproduct of the brand lift campaign audience built while generating leads.
Work With Us
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