Go Lime
From a broken Meta funnel and $1,100 CAC to 978 installs/month, $2.1M revenue, and ~10x ROAS in 12 months.
Background
The situation
When we took over, Go Lime had just launched their Shopify store. The site was V1 — built on gut feel, not data. High drop-off rate, low engagement, confusing navigation. Meta was running lead gen campaigns with a sub-5% lead-to-booked conversion rate. CPL was $40–60. Monthly spend was $30–40K with no funnel, no tracking, no feedback loop. Just spend going out with no system to turn it into revenue.
Discovery
The audit
Before touching a single campaign, we audited everything.
No conversion tracking.
Zero visibility into what was actually working.
No funnel.
Traffic was hitting a homepage that wasn’t built to convert. No landing pages, no offer structure, no clear path to purchase.
No brand presence.
Customers had no reason to choose Go Lime over any other HVAC company.
We stopped the lead gen campaigns. Gave the real picture to stakeholders. Then we started building.
Execution
Timeline
Foundation
Rebuilt the website. Simpler, faster, built to convert. Built landing pages with enough information and trust signals for customers to add to cart and check out. Set up full conversion tracking — every event, every source, every dollar mapped to an outcome.
Proof of concept
Launched Google Ads targeting existing demand. Search intent was already there — we captured it. Used Meta for awareness — video showing how Go Lime is different from traditional HVAC companies. Spoke directly to Ontario homeowner pain points. January 2025: CAC $1,100 → February 2025: CAC $600. Proof the system worked.
First scale
Scaled spend to $100K/month. Blended CAC: $300. Installs: 340.
Brand layer
Launched radio, OOH, TV, CTV, and YouTube. Broad awareness with targeted messaging. Ran MOFU retargeting to capture the awareness being built.
Funnel fix
Add-to-cart rate climbing. Completed checkout not. Found the leak: customers had trust questions at checkout. Fixed with testimonials, FAQ content, UGC video at checkout stage. CAC dropped to $200 once sealed.
Compound
September 2025: $200K/month spend. March 2026: $247K spend. 978 installs. $2.1M revenue. CAC $263. ~10x ROAS. Biggest month in Go Lime history.
“We scaled Google Ads from $0 to $100K/month in 3 months while keeping CAC stable. It became Go Lime's most profitable channel and has stayed that way.”
Results
Before & After
| Metric | Before | After |
|---|---|---|
| Monthly ad spend | $30–40K | $247K |
| CAC | $1,100 | $263 |
| Monthly installs | ~30 | 978 |
| Lead-to-booked | <5% | System-driven |
| Blended ROAS | Unknown | ~10× |
| Monthly revenue | N/A | $2.1M |
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