Over 25 years, Frame It All became a pioneer modular garden and outdoor structures, with a catalog spanning everything from compact raised beds to full walk-in enclosures designed to keep animals out and harvests in. The fundamentals were always strong, with a 30 to 40% repeat purchase rate and high average order values. The products are considered purchases with real price points, which means paid media either works hard or it does not work at all.
The gap was the acquisition system. Paid media had been running for years, but results never compounded. Spend would go up, efficiency would dip, and a disproportionate share of revenue kept coming from people who already knew the brand."
The rebuild focused on separating new customer acquisition from returning customer revenue and optimizing specifically for the former. Meta became the primary acquisition lever, with cold prospecting campaigns introducing the brand to homeowners and gardeners who would never have searched for a modular animal barrier on their own. The Animal Barriers line emerged as the hero category, and the creative system scaled it. Google ran alongside as the demand capture layer, converting the intent that Meta's prospecting generated upstream.
Beyond the core garden line, a lead generation engine was built for the Fences division. Cold Meta campaigns generated over 170 leads, reaching more than 150,000 people. Google Shopping added incremental conversions on the same product line. Two revenue streams inside the same system, without competing for budget or audience.
The results followed. New customer revenue grew 238% and total revenue more than tripled. 87% of revenue now comes from first-time buyers, at a 5.04x blended ROAS. The top-performing Meta campaign delivered 10.8x.
Twenty-five years of product expertise, is finally paired with a paid media system that can find the people who haven't discovered it yet.