Case study · National RV retailer
More leads. Lower cost. Better quality.
What happened when Par 5 took over paid media for a major national RV retailer, and how we changed course when the goal did.
-46%
Cost per lead
in the first 6 months
+76%
Lead volume
on the same budget
+69%
High-value lead share
after the strategy pivot
The challenge
A strong brand. An underperforming program.
When this national RV retailer came to Par 5, they already had paid search running, but it wasn’t working hard enough. Cost per lead was high, volume was flat, and the budget wasn’t bringing back what the business needed.
The job came in two phases. First: more leads for the same spend. Then the goal changed completely, from raw volume to one specific, high-value buyer: motorhome shoppers with serious intent to buy.
Each phase needed different thinking, and both needed us to move quickly when the data said so.
What we inherited
Phase 1 · Feb to Aug 2025
The efficiency play.
We took over the program in February. Over the next six months, cost per lead fell by nearly half and lead volume grew 76%, with no extra budget. The gains came from sharper audiences, a better channel mix, and constant creative testing.
Cost per lead, month by month
Feb to Aug 2025 · lower is better
Phase 2 · Nov 2025 onward
The precision pivot.
Mid-campaign, the client changed the goal. Not more leads, better leads: buyers of high-end motorhomes. We rebuilt the targeting, the creative, and the bidding from the ground up.
High-value lead share
Share of monthly leads from high-value motorhome buyers, Feb 2025 to Feb 2026
+69%
High-value lead share within two months of the pivot
We added new audience segments, new creative aimed at serious motorhome buyers, new bidding signals, and tighter keyword controls. High-value leads went from 20% to 34% of the total, the highest in the campaign’s history.
What made the difference.
‑82%
Microsoft Ads cost per lead after optimization
Channel mix
We moved budget across Google, Microsoft, and newer channels based on real cost per lead, not habit. Microsoft Ads had been underused and was badly underperforming. Once we fixed it, it became one of the most efficient channels in the mix.
+76%
Lead volume on flat spend, driven in part by better creative
Creative testing
We kept testing ad copy written for different kinds of buyers instead of one message for everyone. Over time more clicks turned into leads, all within the brand’s guidelines. Good creative isn’t a one-time project. It’s a habit.
20→34%
High-value lead share, before and after the pivot
Moving fast
When the client’s goal changed, we rebuilt the account quickly. We don’t chase vanity numbers. We build around what the business actually needs to win.
Why this translates
The same approach works in your market.
RV dealers, boat dealers, equipment resellers, and other high-ticket sellers share the same problem: long buying cycles, buyers who show intent differently than bargain shoppers, and a real cost to attracting the wrong lead. What worked here works anywhere lead quality matters as much as lead volume.
- RV Dealers
- Boat & Marine
- Powersports
- Construction Equipment
- Agricultural Equipment
- Luxury Home Builders
- High-Ticket B2B
High-ticket products need quality-first thinking
One wrong lead segment can skew your whole funnel. We build programs that attract the right buyer, not just any buyer.
Long sales cycles need steady channel discipline
Considered buyers don’t convert on the first touch. Running several channels keeps you in front of them the whole way.
Accountability for every dollar
We manage to cost per lead and lead quality, not spend and impressions. You always know what your budget is returning.
We adapt when your business does
Goals change. Markets shift. This campaign shows we can restructure quickly and still deliver.