Case study · Lithium battery technology · RV + retail technical product
2.1× → 8.4× ROAS. Same monthly spend.
Expion360 — sustained year-over-year ROAS lift across paid search and Meta, on the same monthly spend.
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Case study · Lithium battery technology · RV + retail technical product
Expion360 — sustained year-over-year ROAS lift across paid search and Meta, on the same monthly spend.
Client
Expion360
Engagement
Eighteen months · ongoing
Services
5 of 9
The company
Expion360 designs and sells lithium battery systems for RVs, off-grid power applications, and other technical-product use cases. The buyer is technical — researching capacity, charge rate, BMS configuration, integration with existing power systems — and the category itself is moving quickly as lithium-iron-phosphate technology continues to displace lead-acid in mid-tier applications.
Expion sells through both direct-to-consumer e-commerce and a retail channel of RV dealers and outdoor specialty retailers. The DTC side reaches the more technical buyer who's done extensive research; the retail side relies on dealer training, co-branded materials, and POS support to move product.
When we started, paid media was running but yielding inconsistent ROAS. Organic traffic to product pages was a fraction of what the technical-spec keyword volume suggested it should be. The lifecycle email and attribution layers were both underdeveloped.
The challenge
Expion's brand search visibility was healthy — people who knew Expion could find Expion. The problem was earlier in the funnel: prospects researching battery capacity, charge profiles, BMS configuration, and lithium-vs-lead-acid comparisons were almost always finding competitors instead. Those buyers were doing the comparison work that mattered, and Expion wasn't in the consideration set.
Paid media was running broad-category campaigns that yielded volume but inconsistent quality. ROAS sat around 2.1× — profitable, but not the kind of result that scales aggressively.
When we got involved, Expion's brand search was healthy — anyone who already knew the brand could find it. The earlier-funnel problem was the harder one: prospects researching battery capacity, charge profiles, BMS configuration, and lithium-vs-lead-acid comparisons were almost always finding competitors instead. Those buyers were doing the comparison work that mattered, and Expion wasn't in the consideration set.
Our approach
Three structural moves over the first ninety days.
01
We mapped the actual technical-spec queries Expion's buyers were researching — battery capacity, charge rate, BMS configuration, lithium vs lead-acid comparisons. Then we rebuilt the technical content around those queries. Long-form, accurate, ranked.
02
Pulled the broad-category campaigns. Rebuilt around model-specific terms, technical-comparison queries, and competitor-replacement searches. Smaller campaigns, higher quality, dramatic ROAS lift.
03
GA4 + Data Studio + the e-commerce platform all using the same UTM scheme. Pipeline sourced and attributed to channel for the first time. Lifecycle email layered in to convert the consideration-stage research traffic into purchases.
The work
The results
+62%
Organic traffic to product pages
12 months · technical-spec keywords
+47
Top-10 keyword rankings added
Battery-spec queries competitors weren't writing for
[TBD]
Pipeline attributed to channel
“[REAL CLIENT TESTIMONIAL TO BE GATHERED] Same paid budget, completely different result. We finally have visibility on which channels are doing the work.”
Expion360 · Lithium battery technology
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