Scaling Boxabl's Youtube Advertising to $30,000/day profitably.
REVENUE
$381K
ROAS
2.88x
ad spend
$133k
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Introduction
Boxabl ( www.boxabl.com ) faced a unique growth challenge: they needed to attract and educate a broad audience on their innovative housing solution and drive public investments—all while maintaining profitable ad spend levels. By leveraging a comprehensive, full-funnel YouTube advertising strategy, we successfully scaled Boxabl’s daily ad spend to $30,000, achieving an impressive 7-day click attribution Return on Ad Spend (ROAS) of approximately 3.2x and a 30-day click ROAS of 5.35x. Furthermore, Boxabl’s YouTube channel saw viewership grow to 2.2 million views in January 2025, a remarkable tenfold increase from the previous year.
Before
High-value subscription requiring more persuasion
Untapped YouTube audience potential
Competitive disadvantage against MRR models
After
5x ROAS: Maintained consistently across both YouTube and Search channels.
High Conversion Efficiency: The one-time payment angle resonated strongly with competitor-search users, making them more likely to convert.
Enhanced Brand Credibility: Leveraging past organic YouTube content showcased Hello Custom’s proven capabilities, increasing trust among new prospects.
Sustainable Approach: Achieved profitability without overly broad scaling, in line with Hello Custom’s preference for stable, predictable growth.
Challenges
Complex Conversion Journey
Investors had to complete multiple steps: signing legal documents, funding accounts, and final approvals. This elongated conversion window complicated attribution and optimization efforts.
Attribution and Tracking LimitationsIt was difficult to tie back completed investments to specific ads in near real-time due to a lag of up to 30 days between initial ad engagement and final conversion.
Measuring Brand LiftBoxabl wanted not just direct conversions but also a clear understanding of how different creatives influenced brand searches and overall brand awareness.
Solution #1: Full-Funnel YouTube Advertising
Top of Funnel (TOF)
Prospecting Campaigns: Introduced new audiences to Boxabl via high-level educational and engaging video ads.
Audience Targeting: Leveraged layered targeting to reach unaware audiences (e.g., demographic filters, interest-based, custom intent, lookalike audiences).
Creative Focus: Highlighted Boxabl’s mission, product features, and the unique investment opportunity, aiming to build curiosity and trust.
Middle of Funnel (MOF) & Bottom of Funnel (BOF)
YouTube & Demand Gen Campaigns: Re-targeted users who had watched TOF videos, visited the landing page, or engaged with Boxabl’s content in other ways.
Sequential Messaging: Tailored creative content to match user awareness levels, addressing investor FAQs, deeper product details, and ROI potential.
Direct Response: Drove traffic to a conversion-focused landing page optimized for public investments.
Solution #2: Cross-Channel Integration
Branded Keywords: Bidding on “Boxabl,” “invest in Boxabl,” and similar terms to capture high-intent search traffic.
Audience Segmentation: Each ad group was segmented by viewers who had seen a specific YouTube ad, allowing granular measurement of lift in branded search volume attributable to each creative.
Attribution Tools
Northbeam Integration: Utilized 1st-party data and offline conversion syncing via API (Northbeam to Deal Maker, Start Engine) to accurately track how many of the initial prospects ultimately became investors.
Offline Conversion Import: Synced completed conversions (post-legal document sign-off and fund deposit) back into Google Ads, enabling more precise optimization of campaigns.
Execution Details
Creative Testing
Built a weekly testing cadence to rapidly validate video assets focusing on different value propositions (innovation, affordability, ROI, etc.).
Tested various lengths and hooks to determine optimal performance in driving qualified investor leads.
Audience Testing
Iteratively tested lookalike audiences, custom intent audiences (housing, real estate, alternative investment interests), and geo-targeting in markets with higher potential investor pools or per capita net worth.
Incremental Budget Scaling
Scaled daily budgets methodically, monitoring the 1/7-day click/view/click+view attribution ROAS to maintain efficiency.
Measuring Brand Liftt
Monitored branded search impression share segmented by audiences who had been exposed to specific YouTube creatives.
Used these insights to reallocate budget to top-performing creatives that drove the highest lift in brand keyword searches and conversions.
Result & Impact
Daily Ad Spend: Reached $30,000/day at profitable returns.
7-Day Click Attribution ROAS: Averaged ~3.2x.
30-Day Click Attribution ROAS (MER): Achieved 5.35x.
YouTube Growth: Surpassed 2.2 million views in January 2025, a 10x increase compared to the previous year.
Improved Attribution: Through Northbeam’s 1st-party data and offline conversion syncing, Boxabl could accurately track the multi-step investment process, attributing final funding to specific ads.
Brand Awareness Lift: Clear correlation between YouTube ads exposure and branded search volume, confirmed via segmented branded keyword campaigns.
Conclusion
This case study demonstrates how a structured, full-funnel YouTube strategy can profitably drive significant investment and brand awareness growth for a company with a complex conversion process. By addressing tracking challenges with a robust attribution system, segmenting audience targeting effectively, and scaling budgets methodically, Boxabl achieved a remarkable $30,000 in daily ad spend while maintaining strong ROAS. These efforts also propelled Boxabl’s YouTube channel to new heights, ensuring that the brand not only met immediate funding goals but also gained valuable long-term visibility in a competitive market.
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