Granular Illuminates Revenue while Reducing Ad Spend

aspectLED, a Minnesota-based leader in LED lighting design, manufacturing, and distribution, partners with OEMs around the world to deliver high-quality lighting solutions. With a reputation for innovation, aspectLED provides advanced lighting options for various industries and applications.

The Opportunity:

Following an acquisition, aspectLED’s new management team aimed to streamline the company’s eCommerce operations and drive both top-line growth and profitability. While the previous eCommerce strategy grew sales steadily over many years, leadership had been largely hands-off – and didn’t fully capture untapped potential.

Granular’s Solution:

To address these challenges and achieve aspectLED’s goals, Granular implemented a comprehensive eCommerce strategy focused on redefining processes, improving performance transparency, and maximizing return on ad spend (ROAS). Key initiatives included:

  • Client re-Onboarding & Goal Setting: Through a structured re-onboarding process, we aligned expectations with the new management, setting clear objectives for eCommerce growth and profitability.
  • Performance Reporting: We provided weekly performance narratives to keep leadership, new to the eCommerce space, informed on progress and strategy adjustments.
  • Campaign Overhaul: We restructured campaigns to enhance control over product group performance, enabling more precise budget allocation and more granular targeting.
  • Upper Funnel Expansion: Expanding campaigns to upper-funnel audiences allowed us to reach new customers and drive additional qualified traffic.
  • Optimized Budget Allocation: Based on collaborative paid and SEO insights, we strategically reallocated budget from brand to non-brand campaigns to capture more demand, enhance visibility, and shift significant savings toward growth initiatives. 

The Results:

The refined strategy drove significant improvements in revenue, cost efficiency, and overall performance:

  • Revenue: Increased by 18%, (six-figure change)
  • Cost Reduction: Decreased by 20%
  • ROAS: Improved by 47%

Client Feedback:

“Thank you for all of your efforts. We are really appreciative and encouraged with the results we are seeing.”
— Tom, President, aspectLED

This success story showcases the power of collaboration between Granular and Momentic, resulting in a streamlined, data-driven approach that elevated aspectLED’s eCommerce performance.