–IAQ Case Study · Structured Paid Acquisition · Sweden
42 months. 264M kr. 8.46× ROAS sustained.
Not a campaign. A system.
Category: Air Purification
Market: Sweden
Duration: 43 Months
Ads Deployed: 5,000+
Total Revenue
Market Share
Overall ROAS
Units Sold
Consecutive Months
Avg. Sustained ROAS
— The Challenge
Ozoneair entered a category already owned by global incumbents with decades of brand equity and nine-figure marketing budgets. In the Indoor Air Quality space, late entrants typically lose on awareness, distribution, and trust — before a single ad is served.
The product was strong. The acquisition system was broken. A previous agency had failed. CAC had reached 6,582 kr per sale. ROAS had collapsed to 0.84. The brand was spending to lose.
The problem wasn’t the market. It was the absence of a structured system built for high-AOV IAQ hardware.
— Starting Conditions
ROAS — 6,582 kr CPA (May 2022 peak)
[BEFORE]
ROAS — 759 kr CPA (Nov 2022)
[AFTER]
— The Strategy
01
Repositioned Ozoneair as the authority on indoor air quality — not another appliance on a shelf. Messaging was built around IAQ buying triggers: protection, allergy relief, mold prevention, and seasonal air quality. Category leadership, not feature comparison.
02
Transformed Meta from a cost center to a profit engine.
03
IAQ is not an appliance category. It's a protection category. Air is invisible. Threat is invisible. Therefore the hook must visualize the invisible — allergic children, smoke creeping in, mold forming behind walls. The product was the solution. The threat was the creative.
04
Deployed Meta's advanced audiences and lookalikes built from real converters. Scaled aggressively only after margin thresholds were proven. Profit-first, volume second.
— The Real Reason
A previous agency had the same product, the same market, the same budget. They failed. This is not a story about effort. It is about understanding what IAQ hardware scaling actually requires.
High-AOV hardware has longer consideration windows, different trust thresholds, and category-specific buying psychology. Agencies applying $40 DTC frameworks to $400 IAQ hardware fail predictably.
Allergy cycles. Seasonal air quality spikes. Humidity peaks. IAQ demand is not flat — it spikes. Brands without creative systems tuned to these windows waste budget in the off-season and miss the window when it opens.
Most agencies optimize for ROAS. We optimize for contribution margin. In high-AOV IAQ hardware, the difference between a 6× and 9× ROAS system compounds into millions over 42 months.
We scaled only when CAC was proven stable at margin thresholds. Not when ROAS looked exciting. Not when the client wanted to move faster. Discipline in scaling is what made 43 consecutive profitable months possible.
— Phase 1
July to November. We rebuilt the system from scratch. Every week the numbers moved. Not by accident — by design.
July
ROAS 0.84×
CPA 6,582 kr
August
ROAS 2.4×
CPA ~3,800 kr
September
ROAS 4.8×
CPA ~1,900 kr
October
ROAS 6.1×
CPA ~1,200 kr
November
ROAS 7.25×
CPA 759 kr
— Units Sold
54 → 936 units · 17× growth in 5 months
— Cost Per Acquisition
6,582 kr → 759 kr · 88% reduction in CPA
— The Breakthrough
We partnered with a household name celebrity for a tongue-in-cheek 1980s-style TV-shop campaign. It went viral nationwide — covered in major publications, talked about across the country. It became one of the most talked-about DTC campaigns in Sweden’s history.
— Hannes, IAQ Growth System
Black Friday Week · Celebrity Campaign
Revenue in 7 Days
ROAS Black Friday
Nationwide Coverage
The viral campaign built incredible brand awareness. But the real growth engine was our always-on Meta system — which outperformed the celebrity campaign in raw conversion rate by 3×. Brand moments are memorable. Systems are profitable.
— The Real Weapon
The celebrity campaign is remembered. But our structured Meta acquisition system delivered 3× higher conversion rates than the viral moment. This is the proof that sustainable growth is engineered, not hoped for.
— Systematic vs. Viral Conversion Rate
Celebrity Campaign
VS
Meta System
Conversion rate, same audience, same period.
— Sustained Performance
The real achievement wasn’t the viral campaign or even the first 5-month turnaround. It was building a system that delivered reliable, profitable growth month after month, year after year.
Avg. Monthly Ad Spend
Avg. ROAS (42 months)
Total Ad Spend
Total Units Sold
This consistency came from disciplined creative rotation, continuous audience refinement, and treating paid acquisition as a permanent infrastructure — not a campaign calendar.
— New Product Launches
Once the acquisition architecture was built, launching new SKUs became a repeatable playbook. Same structure. Same angles. Proven results.
Ozoneair Wash
Fabric freshening device
7.4× ROAS
Sold out multiple times in the first two months.
Ozoneair Clean
Odor elimination device
9.85× ROAS · 6,100 units sold
Proven angles applied to new category. Same system. Same results.
— Pattern Recognition
— Total Outcome
Market Performance
Financial Performance
Business Transformation
— Key Takeaways
01
Technical specs don't close $400+ IAQ hardware. Fear, protection, and relief do. The brands that understand the emotional architecture of IAQ buying will consistently outperform those selling on CADR ratings and filter grades.
02
Bushfire season, allergy cycles, humidity peaks — IAQ demand is inherently seasonal. Brands with acquisition systems that adapt to these windows see dramatically lower CAC during peak intent. Brands without them pay premium rates for indifferent audiences.
03
5,000+ ad variants gave us certainty about what worked. Small-scale testing at structured angles revealed performance stars — then we scaled those with confidence and margin protection.
04
43 consecutive months of results didn't come from campaign thinking. It came from building an acquisition infrastructure — creative systems, fatigue management, seasonality planning, margin guardrails.
— Key Takeaways
5 client slots · IAQ brands only · $3M–$20M revenue
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