Experimentation Hub

In the water filtration and home appliance industry, pricing is one of the most powerful levers for gaining market share. With more consumers prioritizing health, wellness, and sustainability, demand for clean water solutions is on the rise—but so is competition.

This experiment was designed to determine if a competitively priced water filtration product could break through a crowded market by increasing its visibility and capitalizing on its value advantage. The goal? Grow market share and conversions without compromising profitability.

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We began by identifying a water filtration product with strong market potential and a clear pricing advantage compared to competitors. Then, we:

• Enhanced its visibility through targeted Performance Max campaigns.
• Focused on audiences most likely to value price-performance balance.
• Evaluated the product’s performance as a standalone offering to see if it could lead growth in its category.

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In the home appliance space—especially in water filtration—consumers are value-conscious but also quality-driven. They want effective, long-lasting solutions at a reasonable price. This strategy works because:

• Competitive pricing builds trust and attracts first-time buyers.
• Highlighting the product’s value in search and shopping ads helps it stand out in a sea of similar offerings.
• With increased visibility, a good product can speak for itself through conversions—even if AOV slightly decreases.

In the pet supplies space, many brands face a common challenge: customer churn. Even high-value customers (HVCs)—those who previously made frequent and high-spend purchases—can go silent. The reasons vary: subscription fatigue, new competitors, shifting needs. But reactivating these lapsed buyers represents a powerful growth lever.

This experiment was designed to win back HVCs who hadn’t purchased in over six months by showing them the products they already know and love—those with the highest historical purchase frequency.

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We re-engaged lapsed high-value customers through targeted campaigns that:

• Showcased frequently purchased products based on previous buying behavior.
• Used performance-driven creatives to spark recognition and interest.
• Focused on trust, familiarity, and value to reduce friction in the path to purchase.

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Pet owners are creatures of habit—just like their pets. They often repurchase the same brands, treats, supplements, and essentials. When a customer lapses, it’s rarely because they no longer need the product—it’s usually due to distraction, better offers, or lack of timely communication.

By tapping into product familiarity, we validated that high-performing, frequently purchased items can effectively bring customers back. For the pet supplies industry, where ongoing care and restocking are routine, this tactic is especially powerful.

In the pet supplies industry, competition is fierce and customer loyalty is often tied to convenience, trust, and timely relevance. High-value customers—those who make frequent, high-ticket purchases—are crucial for long-term profitability. However, acquiring them through traditional search campaigns can be inefficient if targeting is too broad or misaligned with intent.

This experiment was designed to capture ready-to-buy pet owners actively searching for premium or essential products by tapping into high-intent keyword strategies

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We refined their Google Ads Search strategy by:

• Targeting High-Value Customers (HVCs) using a curated list of high-intent keywords in broad and phrase match formats.
• Continuously testing and optimizing keyword performance to ensure we were attracting traffic that not only clicked—but converted.

By aligning ad copy and keyword themes with purchasing intent (e.g., “best flea treatment for dogs,” “organic dog food subscription”), we aimed to improve both the quality of traffic and the likelihood of conversion.

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Pet owners often turn to search engines for time-sensitive and recurring needs (e.g., pet meds, food restocking, grooming). When they’re actively looking, they’re also ready to purchase—especially if the product is essential or urgent.

By targeting users in this high-intent phase:

• We reduce wasted spend on unqualified clicks.
• We boost relevance, improving both conversion rates and average order value (AOV).
• We position the brand in front of customers ready to become loyal repeat buyers.

In the home improvement and water filtration space, timing matters just as much as targeting. Customers often research and shop during specific hours—typically when they're focused on household upgrades or during breaks in their workday routine.

For companies offering practical, need-based products like water filtration systems, maximizing visibility during these high-intent windows is a major opportunity to boost conversions and ROI.

This experiment aimed to capture peak purchase intent by focusing ad delivery during high-performing business hours, helping us reach the right audience at the right time to drive incremental revenue.

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Using LXRInsights’ dayparting intelligence, we:

• Identified the most effective business hours for reaching high-quality potential customers.
• Increased bids and budget allocation during these specific windows.
• Focused on conversion-ready traffic rather than spreading budget across low-performing time slots.

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Products in this category are often researched during lunch breaks, evenings, and weekends—times when users are more focused and more likely to take action. Targeting these hours allows brands to:

• Stand out when competitors are quiet.
• Reach customers when they’re more likely to convert.
• Improve the quality of traffic and purchase intent.

Attracted more qualified traffic, boost AOV, and maximize ROAS—without increasing total spend.

In the baby essentials space—especially for high-consideration items like cribs—new customer acquisition is critical. With a limited window of relevance and a highly competitive market, brands must consistently attract first-time parents who are actively seeking reliable, high-quality products.

This experiment was designed to overcome a key challenge: Google's limitation on lookalike audiences. By using LXRInsights’ advanced affinity filters tailored to new parents and baby product interest, we aimed to attract high-value customers already showing intent in related categories—before they chose a competitor.

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We implemented a strategic campaign that:

• Bypassed Google’s lookalike audience limitations by leveraging LXRInsights’ AI-powered audience segmentation.
• Targeted users with strong affinities to baby products, parenting behaviors, and lifestyle signals indicating they were in the market for items like cribs.
• Showcased relevant and competitive crib products to encourage conversions from new high-value prospects.

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Purchasing baby essentials—especially cribs—is typically a one-time, high-stakes decision for new parents. Timing, trust, and relevance are everything. This strategy works because:

• It targets parents at the right life stage, with strong indicators of intent.
• It focuses on relevance and timing, not just demographics.
• By showcasing products aligned with their behaviors and preferences, we can drive both trust and urgency.

In the tech space, discoverability is just as important as performance. Brands often see success on one channel but miss opportunities to replicate that momentum across others. A star product that performs well on Meta Ads may also resonate with high-intent audiences on Google—if positioned and promoted strategically.

This experiment was designed to identify high-performing products on Meta Ads and test whether we could maximize their reach and revenue by promoting them through Google Search and Shopping campaigns.

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• Identified a top-performing tech product from Meta Ads based on engagement, conversions, and ROAS.
• Launched Google Ads campaigns (Search, Shopping) focused specifically on that product.
• Tested the hypothesis that a cross-channel winner would carry over its success—especially among users searching with high intent.

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• In the tech industry, buyers often research across platforms before making a decision. A product that catches attention on Meta often becomes a subject of deeper investigation on Google. If it’s not visible there, you risk losing the sale to a competitor.
• This approach works because:
• Meta drives discovery, and Google captures intent.
• Replicating high-performing creatives and product messaging across platforms builds brand consistency and improves trust.
• It helps unify the customer journey and maximize the return on product-level insights.