From Skepticism to 454% ROAS: The Identifix Growth Story

The Buy-In Hurdle

Like many performance-focused teams, the instinct at Identifix was to double down on campaigns that were closest to revenue—decision-stage search and retargeting. But the math wasn’t working. We could already see that without new audiences entering the funnel, cost-per-acquisition would keep climbing.

Convincing stakeholders to shift spend “up-funnel” wasn’t easy. It meant delayed gratification and a tolerance for metrics like impressions, CTR, and video completions—harder to tie directly to revenue in the short term.

For a couple of months, it was a test of persistence. We faced pressure to move all budget back into bottom-of-funnel campaigns. But we stayed the course, confident that building awareness would eventually lower acquisition costs and expand Identifix’s total addressable audience.

Building Awareness: Planting the Seeds

We invested in StackAdapt programmatic video and display, which gave us a lot of control over the audiences we wanted to reach. We started running display ads on Reddit, testing a meme-style approach to better reflect the vibe on that platform, and video creative on Meta—channels designed to “grow the pie” and introduce new mechanics and shop owners to Direct-Hit.

This wasn’t an overnight win. The first few weeks focused on awareness—getting in front of potential customers without asking anything in return. Display, audio, and video ads ran on the platforms where they were already active, helping build familiarity with the Identifix brand. By the second month, momentum picked up as awareness translated into action: more qualified prospects entered consideration campaigns, and reliance on bottom-of-funnel spend began to ease.

Driving Consideration: Shifting Preference

Once the awareness engine was in motion, we used Google and Microsoft Search to capture prospects in research mode. Targeting non-brand and competitor queries, we positioned Direct-Hit as the faster, smarter way to repair vehicles. Retargeting reinforced this message with tier-specific creative—Pro shops saw technician-confirmed fixes and multi-seat benefits, while DIYers were nudged toward approachable, affordable solutions.

Decision: Closing with Precision

At the bottom of the funnel, we still ran high-intent campaigns on Google, Microsoft, and Meta—but now with smarter routing and stronger signals.

Buyers were pushed directly into a streamlined ecommerce checkout flow, while prospects who needed that personal touch were directed to lead forms, connecting them with a sales rep. With a full funnel feeding them, these campaigns became more efficient and sustainable—delivering scale without runaway costs.

The Results: Persistence Paid Off

After weathering the early pushback and proving out the funnel, the results were undeniable:

• 454% ROAS
• $1.5M in ACV in a single month
• ~$1M from ecommerce checkouts
• ~$500K from sales-assisted deals
• Lower CAC than baseline, despite increasing competition in search
• Higher checkout CVR from refined product pages and flows

Most importantly, the client saw firsthand that balancing short-term wins with long-term growth was the sustainable way forward.

Looking Ahead

With a proven full-funnel system in place, Identifix is now testing digital wallet checkout to further improve mobile conversions, exploring product listings and new subscription options, and doubling down on CRM-driven bidding. What started as a leap of faith in awareness has become a repeatable growth engine.