Case Study
TubTabs
7.14x Return on Ad Spend + 2000% Increase in Customers in 1st Month
Introducing TubTabs
TubTabs is a Canadian hot tub care company founded by Glen Keleher and Dr. David Wood with a mission to simplify hot tub maintenance. TubTabs was founded to solve one of the biggest frustrations hot tub owners experience: complicated water maintenance.
Most hot tub owners are overwhelmed by traditional maintenance routines. They are forced to manage multiple chemicals, monitor water balance constantly, and spend time and money trying to maintain clean, safe water. TubTabs simplified that process by creating an all-in-one maintenance solution designed to make hot tub care easier, more convenient, and more consistent.
The product itself was strong. The branding potential was strong. The founders were passionate and credible. But having a great product alone doesn’t guarantee growth.
What the company needed was a marketing partner capable of translating that value into scalable growth.
That is where Tactycs came in.
Challenge
Before working with Tactycs, TubTabs had already invested in marketing services with another agency but was not seeing meaningful business growth. Sales performance was extremely limited, customer acquisition was inconsistent, and the company lacked a cohesive digital presence capable of building trust with potential buyers.
The problem was not demand. The problem was execution.
The previous marketing efforts failed to properly communicate the value of the product, failed to position the brand effectively against competitors, and failed to create a reliable system for generating qualified traffic and converting visitors into customers.
The website itself also needed significant improvement. Product messaging lacked clarity, the user journey was not optimized for conversion, and the site structure did not effectively guide customers toward making a purchase decision. On top of that, the brand had very little organic visibility in search engines, meaning potential customers searching for hot tub maintenance solutions were not discovering TubTabs online.
Tactycs recognized early that solving this problem would require far more than simply launching a few ad campaigns.
They needed a complete growth system.
Solution
Tactycs developed a comprehensive digital marketing system focused on three primary objectives: generating immediate revenue through paid advertising, building long-term organic visibility through SEO, and strengthening overall brand trust through improved website experience, content marketing, and retention systems.
Every part of the strategy worked together.
The paid advertising campaigns were designed to generate fast customer acquisition and immediate revenue growth. The SEO strategy focused on building long-term search authority around high-intent hot tub maintenance keywords. The website redesign improved conversion rates while strengthening the brand’s credibility and positioning. Social media content helped humanize the brand and increase customer trust, while email automation systems improved retention and customer lifetime value.
Instead of relying on disconnected marketing tactics, Tactycs built a unified growth ecosystem designed to scale. Every decision was built around buyer psychology, search intent, conversion optimization, and measurable performance data.
The results were immediate.
Google Ads & Meta Ads
Google Ads & Meta Ads Built for Scalable Revenue
Here’s What We Did
The fastest opportunity for growth was paid advertising, but Tactycs understood that successful eCommerce advertising is not simply about spending money on ads. It requires understanding buyer psychology, identifying purchase intent, refining messaging, and continuously optimizing performance based on data.
Tactycs launched highly targeted Google Ads and Meta Ads campaigns focused specifically on hot tub owners actively searching for hot tub maintenance solutions. The ads highlighted how traditional hot tub maintenance often feels complicated, expensive, and time-consuming, while positioning TubTabs as the easier all-in-one solution.
This positioning immediately resonated with consumers.
The ad copy was designed to simplify the buying decision by clearly explaining the benefits of TubTabs, while landing pages were structured to reinforce trust, educate the customer, and drive conversions. Tactycs continuously tested different creatives, messaging angles, and audience segments to improve performance and avoid ad fatigue.
The optimization process was aggressive and ongoing. Campaign performance was monitored closely, and adjustments were made constantly to maximize return on ad spend and improve customer acquisition efficiency.
TubTabs achieved a 7.14x return on ad spend while maintaining customer acquisition costs under $25. Compared to the previous marketing company, customer growth increased by 2000% in the very first month.
Most importantly, the advertising campaigns created predictable and scalable revenue growth, giving the company a strong foundation for long-term expansion.
Turning Organic Search Into a Major Growth Channel
One of the most important parts of the TubTabs growth strategy was building a sustainable source of long-term organic traffic. Tactycs approached SEO strategically rather than chasing broad vanity keywords immediately. The focus was on identifying high-intent keyword opportunities tied directly to buyer behavior and hot tub maintenance pain points.
The strategy began with lower-competition, high-conversion search terms related to hot tub maintenance, water care problems, spa cleaning routines, and chemical alternatives. This allowed TubTabs to gain traction faster while gradually building authority in the space.
Tactycs developed a content marketing strategy built around educational blog articles targeting real customer search queries. This content strategy became extremely effective because it aligned directly with the questions and frustrations hot tub owners were actively searching online. Instead of creating generic blog content, Tactycs focused on high-intent informational topics capable of attracting qualified traffic while simultaneously building trust and authority.
Within six months, the number of ranking keywords increased by 9.5 times as TubTabs rapidly expanded its organic search presence. Organic clicks increased by 650%, while the average page position improved dramatically from 42 to 7, helping the brand rank on the first page for valuable high-intent searches.
The SEO strategy did not only generate more traffic, it generated qualified traffic from consumers actively looking for solutions that TubTabs provides, creating a long-term customer acquisition channel capable of scaling independently of paid advertising.
Website Redesign
Building a High-Converting eCommerce Experience
Tactycs understood that driving traffic alone would not solve the problem if the website was not capable of converting visitors into buyers. The original website lacked the structure, messaging clarity, and conversion strategy needed to maximize sales performance. Tactycs completely reworked the website experience to improve usability, strengthen product positioning, and create a far more professional and trustworthy brand presentation.
The new website was designed to clearly communicate what makes TubTabs different. Instead of overwhelming visitors with technical information or confusing product explanations, the updated site simplified the customer journey and focused heavily on the benefits customers actually care about. The messaging emphasized convenience, ease of use, reduced maintenance complexity, and better overall hot tub ownership experiences.
Navigation was streamlined to make it easier for customers to understand the product offerings, compare solutions, and move naturally toward making a purchase. Pages were restructured with stronger content hierarchy, improved visuals, clearer calls-to-action, and more persuasive copywriting designed around conversion psychology.
The website also became significantly stronger from an SEO perspective. Tactycs optimized the structure of the site to improve crawlability, keyword relevance, internal linking, and topical authority.
Impressions grew 1257% within six months, while clicks increased by 650%. Beyond the traffic improvements, the redesigned website positioned TubTabs as a far more credible and established brand, which played a major role in improving conversion rates and customer trust.
Search Engine Optimization
Social Media Marketing
Building Trust, Authority & Brand Awareness
Tactycs also managed TubTabs’ social media strategy as part of the broader brand-building effort.
The objective was not simply to post content consistently. The goal was to strengthen brand authority, increase visibility, and create trust with potential customers.
The content strategy focused heavily on educational content, product demonstrations, comparison content, maintenance tips, and founder-driven storytelling. By featuring the co-founders in videos and explaining the story behind the brand, Tactycs helped humanize the company and create a stronger emotional connection with consumers.
This was especially important because TubTabs was still a growing brand competing against larger and more established companies. Building trust quickly was essential.
Increasing Repeat Purchases & Customer Lifetime Value
Tactycs also implemented automated email marketing systems designed to improve customer retention, recover lost sales, and increase lifetime customer value.
For eCommerce brands, customer acquisition is only part of the equation. Long-term profitability depends heavily on retention and repeat purchasing behavior.
Tactycs developed abandoned cart automations designed to recover customers who showed purchase intent but did not complete checkout to recapture revenue that otherwise would have been lost. Post-purchase email flows were also implemented to improve customer experience, encourage reviews, reinforce product education, and strengthen brand loyalty. Customers received automated follow-up communication designed to keep them engaged with the brand while increasing the likelihood of repeat purchases and referrals. These systems helped TubTabs build a stronger relationship with customers beyond the initial transaction, creating a more scalable and sustainable eCommerce business overall.
Email Marketing & Retention
The Results: Real Leads and Measurable Growth
2000% Increase in Customers
within the first month compared to the previous marketing company
Over 7x Return On Ad Spend
In only 6 months, Tactycs enhanced all marketing categories
650% Increase in Clicks
9.5x Keywords Ranking
Average Page Position from 42 to 7
+1,257% increase in impressions
“These guys know what they are doing! They are responsible for our hockey stick revenue curve! Easy to work with, super talented and always staying in touch with a facepaced and ever-changing Ecommerce world!
Highly recommend these guys for SMEs that want someone to tell the world about their product/service!”
— Glen Keleher, Co-Founder of TubTabs