Oelo

Oelo manufactures permanent LED lighting systems for residential exteriors, competing in a seasonal market where the entire sales year hinges on a 3-month holiday window. With a strong product but limited digital marketing infrastructure heading into peak season, Oelo needed a partner who could maximize that compressed window from day one. DeltaV Digital partnered with Oelo to build a precision Google Ads, YouTube, and organic search strategy that doubled their quote requests during peak season.

The Highlights

• Quote requests doubled during the holiday season, with paid search alone generating 205 quote requests, accounting for 50% of all conversions in the 3-month window.
• Organic traffic increased 209% year over year during the peak selling months, with new users up 163%.
• 80% of ad-driven conversions were new customers, proving the campaigns captured new market share rather than just recapturing existing demand.

The Challenge

When you sell permanent holiday lighting, your business lives and dies by a 3-month window. Most consumers start thinking about Christmas lights in October and make purchasing decisions by December. Miss that window and you wait an entire year for the next one.

Oelo had a strong product but limited digital marketing infrastructure heading into peak season. Their team had some advertising experience but recognized that maximizing a compressed sales window required a level of precision and daily attention that an in-house effort could not match. Every wasted dollar during a 90-day sprint has an outsized impact because there is no time to recover.

The keyword challenge was especially acute. The difference between “color changing lights” and “permanent color changing Christmas lights” is enormous in terms of buyer intent. The first brings in people looking for party decorations. The second brings in homeowners ready to invest in a permanent lighting system. Getting this wrong during a 3-month window means burning budget on the wrong audience with no time to course-correct.

The Solution

With only three months of active advertising, precision at launch was not optional. There was no room for a learning phase or a slow ramp.

Keyword Precision Before Launch

We spent weeks building keyword lists and reviewing them with Oelo’s team before a single ad went live. The goal was to be as close to perfect at launch as possible. We mapped the difference between broad consumer queries (people looking for string lights) and high-intent purchase queries (homeowners researching permanent LED holiday lighting systems). Each keyword was reviewed and approved by Oelo’s team because they understand their buyer better than any keyword tool does.

Daily Optimization During the Sprint

Since the campaigns had a hard 3-month deadline, we reviewed performance daily, not weekly. Underperforming keywords were removed quickly. Bids were adjusted based on competitive pressure. Campaign structure evolved in real time as we learned which searches, audiences, and times of day produced the highest-quality quote requests. In a compressed window, the difference between weekly and daily optimization is the difference between catching a problem in time and letting it burn budget for 7 days.

Video and Display to Drive Demand

Oelo’s product is visual. Seeing the lights change colors, cycle through patterns, and transform a home’s exterior is what sells it. We developed YouTube ads and animated display ads that showcased the lighting system in action, giving prospective buyers a reason to search for Oelo by name. These campaigns did not drive direct conversions. They drove branded search volume, which led to the highest organic and direct traffic in Oelo’s website history during the campaign period.

The Results

In three months, the campaigns transformed Oelo’s peak season performance.

Google Ads accounted for 205 quote requests, which represented 50% of all quote requests during the campaign period. That means paid search and paid social ads alone doubled Oelo’s lead volume for the holiday season. Of those 205 ad-driven conversions, 80% were new users, confirming the campaigns were capturing new market share, not just re-engaging existing prospects.

The impact extended beyond paid channels. Organic traffic during the peak months increased 209% year over year, with new users up 163% over the same period. The YouTube and display campaigns contributed to this lift by generating brand awareness that translated into organic and direct searches. When people see the product in a video ad and then search for it by name, the organic channel gets the credit, but the paid campaign did the work.

The combined effect gave Oelo their strongest holiday season to date, doubling their sales potential during the only window that matters for their business.

Key Takeaways

Video drives search, not just views. The YouTube and display campaigns did not generate direct conversions. They generated branded searches that drove organic traffic to a 209% year-over-year increase. Multi-channel attribution matters.

Compressed sales windows demand precision at launch. When you have 90 days, you cannot afford a learning phase. Weeks of keyword research and client review before launch is what made daily optimization possible from day one.

Daily optimization is not optional for seasonal campaigns. Weekly reviews during a 3-month sprint mean problems run for 7 days before anyone notices. Daily reviews kept every dollar focused on the highest-intent traffic.

DeltaV Digital is an integrated digital marketing agency connecting SEO, paid media, and web development into a unified growth system. If your business depends on maximizing a seasonal sales window, request a free assessment.