Meta Ads · Google Ads · Video Strategy · CRM
LuxBath Remodeling: From Price-Shopper Leads to $143K/Month with Video-First Meta Ads
How ModFX Media repositioned a premium remodeling brand around aspiration — not price — to attract high-end homeowners, grow average project value by 130%, and turn a money-losing Meta account into a 5.2x ROAS machine.
$12.5K → $28.7K
Avg. Project Value (digital)
6% → 19%
Close Rate on Digital Leads
5.2x
Meta ROAS
$143,000
Monthly Digital Revenue
A premium bathroom remodeling brand with $18K–$45K average projects was attracting price-shoppers with stock photos and generic copy. After a video-first repositioning, average project value jumped to $28,700 and monthly digital revenue grew by 853%.
Industry
Bathroom Remodeling / Home Renovation
Location
Orange County & Los Angeles, CA
Timeline
6 Months
Services
Meta Ads, Google Ads, Video Content, CRM
The Challenge
LuxBath was a premium bathroom remodeling company with average project values of $18K–$45K. Their previous agency had them running Meta ads with stock photos and generic copy — creative that attracted price-shoppers, not the affluent homeowners their service was built for. Lead quality deteriorated so badly that the sales team stopped trusting digital leads entirely and reverted to canvassing neighborhoods.
The Meta account was running at a 0.8x ROAS — actively losing money. The owner knew digital could work for a high-ticket renovation service, but couldn't identify why the wrong audience kept showing up. The problem wasn't the channel. It was the positioning, the creative, and the targeting strategy.
Meta ads using stock photos and generic "get a free quote" copy
Attracting price-shoppers, not $30K+ bathroom renovation buyers
Sales team lost faith in digital — reverted entirely to canvassing
Meta ROAS at 0.8x — spending more than generating in revenue
No premium visual content showcasing real project transformations
No targeting layer to isolate affluent homeowners in service areas
The Solution
ModFX Media repositioned LuxBath's entire digital presence around aspiration, not price — making the right buyer self-identify before they ever submitted a form.
The insight: high-ticket home renovation buyers don't respond to price anchors — they respond to transformation. Show them the dream, and they pre-sell themselves.
Video-First Content Production
Produced a full library of before/after bathroom transformation videos and shot on-site homeowner testimonial videos. This content became the foundation of every ad, email, and landing page — replacing stock imagery entirely with real LuxBath projects.
Affluent Homeowner Targeting on Meta
Built Meta campaigns with layered targeting: household income (top 25%), estimated home value, homeownership status, and renovation interest signals. Lookalike audiences were seeded from past high-value customers — ensuring the algorithm found more $30K+ buyers, not freebie seekers.
Style-Led Landing Pages with Financing Pre-Qualification
Built landing pages organised by bathroom style (modern, traditional, spa-inspired) with full project galleries. Financing pre-qualification was built into the intake form, which filtered out prospects without budget while reducing friction for serious buyers.
Google Ads — City-Specific Project Pages
Launched Google Ads targeting "bathroom remodel [city]" keywords across Orange County and Los Angeles. Each ad linked to a city-specific page featuring local project photos — building immediate local credibility for high-intent searchers.
CRM Build-Out & Lead Nurture Sequences
Built a full GoHighLevel CRM with a project pipeline, automated follow-up sequences, and a lead-scoring system. Leads who engaged with video content but hadn't booked a consultation were automatically re-engaged with project showcase emails and limited availability messaging.
The Results (6 Months)
| Metric | Before ModFX | After ModFX | Change |
|---|---|---|---|
| Cost Per Lead (Meta)-41% cost · +300% lead quality | $210 (low quality) | $124 (pre-qualified) | -41% Cost |
| Avg. Project Value (digital leads) | $12,500 | $28,700 | +130% |
| Close Rate (digital leads) | 6% | 19% | +217% |
| Monthly Revenue (digital) | $15,000 | $143,000 | +853% |
| Meta ROAS | 0.8x (negative ROI) | 5.2x | +550% |
* CPL reduction reflects both lower cost and higher quality — pre-qualified leads via financing intake form.
Cost Per Lead (Meta)
-41% cost · +300% lead quality
Before
$210 (low quality)
After
$124 (pre-qualified)
Avg. Project Value (digital leads)
Before
$12,500
After
$28,700
Close Rate (digital leads)
Before
6%
After
19%
Monthly Revenue (digital)
Before
$15,000
After
$143,000
Meta ROAS
Before
0.8x (negative ROI)
After
5.2x
+853%
Monthly Digital Revenue
$15K → $143K/mo
$28,700
Avg. Project Value
Up from $12,500 · +130%
5.2x
Meta ROAS
Up from 0.8x negative ROI
“Justin understood that we don't want more leads — we want better leads. The video-first strategy attracted homeowners who were already excited to spend $30K+ on their dream bathroom. My sales team actually fights over who gets the ModFX leads now.”
Running high-ticket ads but attracting low-ticket buyers?
If your service commands $15K–$50K+ project values but your leads are treating you like a commodity — the problem is positioning and creative, not the platform. Let's fix both.
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