NuWatt Lighting

Through our work together, monthly revenue rose by 1,076.56% as a result of strategic SEO, paid media, and conversion-focused execution.

The Challenge

When NuWatt partnered with icepop, they faced two core problems: disappointing monthly sales and a chaotic digital footprint. Their digital marketing was fragmented, their website lacked clear optimization, and their advertising efforts weren’t converting. Though their products met high standards and their team delivered exceptional service, their brand was invisible to much of their target market. It was clear they needed a strategic overhaul.

The Solution

icepop stepped in with a long-term, multi-pronged strategy. Over the course of several years, we re-engineered NuWatt’s digital presence from the ground up, starting with a full SEO audit, restructuring their paid media strategy, and developing tailored content and email campaigns to drive traffic and conversions.

Paid Search Advertising

In the lighting space, intent is gold. Buyers don’t browse, they search with purpose. So when NuWatt came to us, we knew the opportunity was to intercept that intent with a smarter, more segmented strategy. We rebuilt the entire Google Ads structure to mirror how people shop for lighting: by product, purpose, and urgency; and scaled the account into a revenue machine.

Strategy Highlights

1. Campaign Restructure by Product Verticals

In addition to broad, catch-all campaigns, we created granular product-based campaigns: including LED panel lights, tube lights, gimbals, and retrofit kits. This allowed us to serve tailored messaging, apply precise bidding, and direct traffic to the most relevant product pages.

2. Commercial vs. Residential Segmentation

Lighting for a warehouse is not the same as lighting for a living room. We built separate campaigns for commercial and residential audiences, using distinct keywords, creatives, and landing pages. This reduced wasted spend and significantly improved conversion rates.

3. YouTube Video Campaigns for Awareness & Retargeting

We developed a full-funnel video strategy to educate, inspire, and re-engage. Upper-funnel videos introduced the NuWatt brand, while mid- and lower-funnel videos retargeted site visitors with product benefits and promos, driving qualified traffic back into the funnel.

4. Aggressive A/B Testing Across Audiences and Assets

We systematically tested everything — new customer personas, affinity and in-market audiences, different combinations of headlines, descriptions, and creatives. All to uncover which levers drove the best performance.

5. Customer Match List Activation

We uploaded NuWatt’s first-party customer data to build powerful remarketing and lookalike audiences. This helped us drive repeat purchases from prior customers while also improving prospecting quality through similar audience targeting.

6. Asset Testing at Scale

From product imagery to ad copy variants, we ran continuous creative tests within Search and PMax to identify what resonated most with each audience segment. Winning combinations were scaled quickly, while under-performers were cut without delay.

7. PMax + Search Integration for Full-Funnel Coverage

We layered Performance Max onto our Search strategy to capitalize on Google’s full network — using AI to reach high-intent buyers across YouTube, Display, Gmail, and Discover. It didn’t replace our strategy, it supercharged it.

The Results

• +1,375.95% Increase in Google Ads Purchases

• 14.6x Increase in Sales from Google Ads

This was more than optimization, it was a full strategic rebuild that transformed Google Ads into NuWatt’s most powerful growth channel.

Paid Social Advertising

On Meta, we deployed Advantage+ Shopping Campaigns (ASC) and implemented Campaign Budget Optimization (CBO) for prospecting and retargeting. Creative formats included collection ads, carousels, static images, and videos.

• Created multiple ASCs tailored to product types and creative formats

• Build custom and lookalike audiences using purchase data and engagement signals

• Segmented retargeted campaigns per product category

• Established a strong funnel with an email harvesting campaign and a review collection campaign

• Created lower funnel “Shop Now” campaigns

• Crafted scripts and sourced UGC

• Made GIFs, static ads, and edited videos for ads

One notable win: we ran regional ads with promos tied to the LA fires, addressing a real-time concern with timely messaging that drove immediate engagement.

SEO and Content Marketing

For NuWatt, SEO wasn’t just a checklist. It was a core part of the growth strategy. We took a full-funnel approach that combined technical optimization, high-intent content, and conversion-focused enhancements. Our goal was to make sure NuWatt showed up when it mattered and stayed competitive in a high-intent, product-driven category.

Strategy Highlights

1. Comprehensive Technical SEO Audit and Fixes
We identified and addressed critical issues affecting crawlability and performance. This included JavaScript optimization, image compression, improving internal linking, and ensuring proper indexing across key pages.

2. Rewrote Titles and Meta Descriptions Sitewide
We rewrote every product and collection title and meta description using keyword insights and tested frameworks to increase click-through rates and search visibility.

3. Built Collection Page SEO Content Around Buyer Intent
We added SEO-rich content to collection pages based on keyword research and customer behavior. This helped us rank for both general and niche lighting searches, driving more qualified traffic to product listings.

4. Developed a Blog Strategy Targeting High-Intent Queries
We focused blogs on purchase-related searches like “best lighting for office spaces” and “how to choose tube lighting.” Blog cards were added to improve navigation and drive readers directly to products.

5. Enhanced Product Metadata for Google Shopping and Search
We optimized structured data across product pages, ensuring Google Merchant Center could pull accurate details like availability, pricing, and reviews. This boosted visibility in organic shopping listings.

6. Integrated Google Reviews Across Key Pages
We syndicated customer reviews on high-traffic pages to build trust, improve conversion rates, and support Google’s emphasis on Experience, Expertise, Authority, and Trust.

7. Segmented Strategy for Commercial and Residential Audiences
We created keyword clusters and content plans for both commercial buyers and residential customers. This helped NuWatt rank for industry-specific queries and consumer-level searches without overlap or dilution.

Results

• 198.64% increase in quarterly organic revenue

• 10x increase in organic impressions and clicks

NuWatt’s SEO program is now a self-sustaining engine of growth. With a solid technical base and content tailored to intent, they continue to earn high-quality traffic and conversions every month.

Email Campaigns

NuWatt’s email strategy was rebuilt from scratch to increase open rates, subscriber growth, and campaign revenue. We redesigned their email templates and implemented A/B testing to determine the best send times and days. Segmentation played a crucial role: we split audiences by commercial vs. residential focus and by expressed product interests, ensuring each message was tailored to audience behavior and lifecycle stage.

• Refreshed email design

• Conducted A/B testing for send day and time

• Segmentation for commercial vs. residential audiences and based on product interest

• Conducted promotional offer testing

• Implemented email automations (welcome flow, abandoned cart/browse, winback)

The Results

NuWatt’s transformation was monumental. The performance gains across every channel proved not only the effectiveness of icepop’s strategy but also the untapped potential of the NuWatt brand once it was aligned with a modern, data-driven approach.

• Monthly Revenue rose by 1076.56%

• Quarterly Google Ads purchases increased by 1375.95%

• Meta ROAS improved by 299.90%

• Quarterly organic revenue grew by 198.64%

• Organic impressions and clicks increased 10x

• Year-over-year (YoY) email subscriber growth jumped by 122%

• YoY email revenue rose by 172%

These results weren’t just impressive on paper: they fundamentally changed how NuWatt operated. The company moved from reactive to proactive, from guesswork to strategic execution, and most importantly, from struggling to scale to leading with momentum.

As NuWatt grew, so did their internal capabilities. They reached a point where it made sense to build a full in-house digital marketing team. icepop worked closely with their new hires, training them on our successful processes and workflows. From campaign structure to reporting systems and creative testing, we handed off a fully operational, performance-driven engine, setting them up for sustainable, long-term growth.

Conclusion

NuWatt had the right products and values; they just needed the right strategy. By restructuring their digital presence across search, social, SEO, and email, icepop helped them go from overlooked to industry standout. 

We helped NuWatt reclaim control of its brand narrative and connect with customers at scale by aligning messaging, targeting, creative, and platform strategy across every digital touchpoint. This case study proves that even small brands can become breakout success stories with the right partner and a commitment to transformation.