— Case Study
Travois Vans · Custom Campervans · Meta & Google Ads
A 26.2% increase in revenue and a 62% decrease in CPA
Travois Vans builds custom campervans for families who believe safety comes first and adventure will follow. When they launched a new e-commerce site, they needed a digital ad strategy to match. We built targeted Meta and Google campaigns, mapped the full customer journey, and drove results from the first week of launch.
+26.2%
Revenue increase
-62%
Cost per acquisition
17.46x
Retargeting ROAS
— The Short Version
Travois Vans had a new e-commerce site and no coordinated digital ad strategy behind it.
- Built targeted Meta and Google campaigns
- Mapped the full customer journey
- Built a retargeting infrastructure for warm audiences
+26.2%
Revenue increase
-62%
Cost per acquisition
5.76x
New customer ROAS
17.46x
Retargeting ROAS
— The Challenge
A new e-commerce site with no digital acquisition system behind it.
Travois Vans had built something worth buying — premium custom campervans designed around the needs of growing families, rooted in the idea that safety and adventure aren't mutually exclusive. With a new e-commerce site live, the next step was building the digital acquisition strategy to bring the right customers to it.
They'd run ads and influencer partnerships before, but without a coordinated strategy or a clear picture of what was actually driving revenue. The new site was an opportunity to do it properly — with targeted campaigns, a mapped customer journey, and a clear framework for measuring what worked.
The challenge wasn't just generating traffic. It was reaching the right people — families actively considering a premium campervan purchase — and converting them efficiently across a channel mix that hadn't been fully optimised before.
Previous ads lacked strategic coordination
Ad spend had run across channels without a unified strategy. There was no clear attribution, no coordinated messaging, and no framework for knowing which activity was driving results.
01
High-consideration purchase with a long buying cycle
Custom campervans aren't impulse purchases. Buyers research for weeks or months. The acquisition strategy needed to work across the full consideration arc — not just at the bottom of the funnel.
02
Retargeting opportunity being left on the table
Warm audiences — people who had visited the site, engaged with content, or interacted with previous campaigns — weren't being converted. There was significant recoverable revenue sitting in an unbuilt retargeting structure.
03
— What We Did
Targeted ads, a mapped customer journey, and a retargeting engine built to convert.
We built the digital strategy around two core principles: spend the budget on the right people, and stay present with them throughout a long consideration cycle. Everything else followed from that.
01
Audience Strategy
Built targeted campaigns to reach the right customers
We developed a targeted digital ad strategy designed to reach families actively considering a premium campervan — not just broad interest audiences. Targeting was built around the profile of a Travois buyer, using available data to ensure budget was concentrated where it was most likely to convert.
02
Customer Journey Mapping
Mapped the full consideration arc and built creative around it
We mapped the Travois customer journey from first awareness through to purchase decision. This gave us a clear picture of where different types of creative and messaging needed to sit — top-of-funnel ads introducing the brand and its values, mid-funnel content addressing the family safety angle, and bottom-of-funnel ads designed to drive a direct response from high-intent audiences.
03
Meta Advertising
Launched Meta campaigns for new customer acquisition
Meta became the primary awareness and acquisition channel — reaching new audiences with creative that led with the brand's core idea: safety first, adventure follows. Campaign structure and creative were both built to work across the consideration cycle, not just at the point of purchase intent.
04
Google Ads
Captured high-intent demand through Search and Shopping
Google Search and Shopping campaigns captured buyers who were actively researching custom campervans — high-intent audiences with clear purchase motivation. Google was coordinated with Meta rather than run in isolation, ensuring both channels reinforced each other rather than competing for the same budget efficiency.
05
Retargeting
Built a retargeting structure that reached 17.46× ROAS
We built a full retargeting stack to recapture warm audiences — site visitors, product viewers, and people who had engaged with previous campaigns. With creative matched to where buyers were in their consideration, the retargeting campaigns became the most efficient channel, ultimately reaching 17.46× ROAS.
— The Outcome
Revenue up 26.2%. CPA down 62%. Results from week one.
+26.2%
Revenue increase
Almost immediately after launching the new digital campaigns, revenue began to climb. A targeted strategy, a mapped customer journey, and a retargeting engine working together produced results that compounded quickly from the first week of launch.
−62%
Cost per acquisition
Reaching the right people with the right message at the right stage of the buying cycle meant we weren't paying for unqualified traffic. CPA dropped 62% — a direct result of building a strategy around audience quality and journey mapping rather than broad reach.
5.76×
Blended ROAS — new customer acquisition
17.46×
Retargeting ROAS
Meta + Google
Channels run in coordination
+26.2%
Revenue increase
— Key Takeaway —
The right audience at the right stage of the journey beats a bigger budget every time.
Travois didn't need more ad spend — they needed a smarter strategy for the spend they had. Mapping the customer journey, building creative around each stage of consideration, and capturing warm audiences through retargeting turned an underperforming channel mix into a system that produced results from day one. The 17.46× retargeting ROAS is what happens when you stop leaving warm audiences behind.