How McGee & Co. Achieved 9X ROAS After Deploying a Full-Funnel Approach for the First Time

  • 9X

    Avg ROAS (2023)

  • 2.18%

    Avg budget as % of revenue (2023)

  • $23 million

    Gross sales in Q1 2023

The challenge

When home decor and furniture retailer McGee & Co. came to Max Connect Digital (MCD) in February 2023, they expressed dissatisfaction with their previous attempts to reach the right audiences within their advertising.

The approach

MCD leveraged first- and third-party data to unravel how, when, and where the target audience consumed the internet, supercharging McGee & Co.'s ads with hyper-targeted placements on channels greenlit by the consumer data. By shifting 18% of the budget to top-funnel media such as CTV, Pre-Roll, and Display Ads, MCD implemented a full-funnel approach that achieved more traction with similar budgets month-over-month. MCD also created an "Impact Calculator" spreadsheet that estimates the budget and channel mix required to hit a specific sales goal in any month of 2024.

The results

During Q1 2023, McGee & Co. reached $23 million in gross sales while engaging more customers with the same amount of budget period-over-period, a trend that continued in following quarters. One spring sale campaign achieved nearly 10% more revenue than the goal, prompting McGee & Co. to extend the sale. 2023 results: 9X average ROAS and 2.18% average budget as % of revenue.

Every result, by the numbers

  • 9XAvg ROAS (2023)
  • 2.18%Avg budget as % of revenue (2023)
  • $23 millionGross sales in Q1 2023
  • nearly 10%More revenue than goal (spring sale campaign)
  • 18%Budget shifted to top-funnel media
  • $4.6 millionImpact Calculator projected net sales revenue for January 2024 on a $90K budget across 9 channels (projection, not a result)

What we used

  • First- and third-party data targeting
  • CTV
  • Pre-Roll
  • Display Ads
  • Pinterest
  • Instagram
  • Full-funnel media plan
  • "Impact Calculator" budget forecasting tool
  • "Bestsellers" social ad campaign

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