Auzpod: a ten week paid launch from a standing start
Auzpod build modular pod dwellings. When we started there was no search history, no audience and no analytics history either: the tracking property was created for this launch. We ran Google Ads, Meta and SEO together, and everything on this page comes from the ten to thirteen weeks the campaign actually ran, in the second half of 2025.
$1M+
Revenue Auzpod reported from the ten week launch, published with their permission. Auzpod's own figure, not a platform measurement.
12.7%
Click through rate on Google Ads across 15,968 impressions, at $1.48 per click
73%
Share of all website traffic that came from the two paid channels we ran
The situation
A modular pod dwelling is an expensive, considered, slow purchase in a category most buyers have never bought from before. There is no established search demand to capture, because most of the people who would want one do not yet know the product exists.
That rules out the usual answer. You cannot wait for organic search to build, because a category that nobody searches for has nothing to rank against. The only way to find out whether the product had a market was to go and put it in front of people and count what happened.
What we did
Three channels, deliberately, doing three different jobs.
Channel
The job it did
Meta
Discovery: showing a product people were not looking for to the people most likely to want it
Google Ads
Picked up the narrow band of demand that did exist, from people already searching for granny flats, cabins and modular builds
SEO
Ran underneath both, building the foundation that would still be there when the ad budget stopped
The Google Ads side returned a 12.7% click through rate across 15,968 impressions at $1.48 a click. In a high consideration category that rate says the ad and the search were genuinely matched rather than the account buying broad traffic and hoping.
Between them the two paid channels delivered 4,739 of the 6,462 sessions the website recorded across the period, which is 73%. Direct traffic, organic search and organic social made up the rest, and a fair share of that direct traffic is people who saw an ad and typed the name in later.
Ten weeks is a short runway for SEO and nobody should pretend otherwise, but organic did grow across the engagement from a standing start of nothing.
4,739 of 6,462 sessions
Three quarters of everything that reached the website across the launch came from the two channels we were running.
Nobody was searching for this product. The only way to find the market was to go out and show it to them.
The numbers, in full
Google Analytics 4 for auzpod.com.au, sessions by channel across the campaign period.
Channel
Sessions
Share of all traffic
Meta, paid social
2,794
43.2%
Google Ads, paid search
1,945
30.1%
Direct
774
12.0%
Organic search
501
7.8%
Organic social
254
3.9%
Everything else
194
3.0%
Total
6,462
100%
Where does the revenue figure come from?+
The revenue figure at the top of this page is Auzpod's, reported to us by the client and published here with their permission. We do not publish what a client earns unless they have allowed it. It is not measured in Google Ads, in Meta or in Analytics, and it is labelled that way everywhere it appears.
Is there a year earlier baseline?+
The Analytics property was created for this launch, so there is no year earlier baseline to compare against and we have not manufactured one.
What did the ad side cost?+
Google Ads cost, clicks and impressions are the ad account's own, read through its Analytics link: $2,997.59 spent, 2,027 clicks, 15,968 impressions.
Source and method. Google Analytics 4 for auzpod.com.au, 01/08/2025 to 31/10/2025, sessions by default channel group against the property's own session total of 6,462.
About that million dollar figure
The $1M in ten weeks is the number Auzpod gave us, and it is the number this case study has been told with for a long time. It is worth being precise about what it is and is not.
A pod dwelling is not bought through a shopping cart. There is an enquiry, then a conversation, then a quote, then a contract, and none of that happens inside an advertising platform. So there is no version of this campaign where Google Ads or Meta could have reported the revenue itself.
What the platforms can show is the demand: 15,968 ad impressions turning into 2,027 clicks at a 12.7% click through rate, and 73% of everything that reached the website arriving through the two channels we ran.
If you want a number you can independently verify, use those. If you want to know what the client says it was worth, that is the million.
What we would do differently
Two things, and the first is now standard on every launch. A high consideration purchase that completes offline needs its enquiry to be tracked as an enquiry, cleanly, from the first day. Get that right at the start and a campaign like this one can prove its own worth without anybody having to take the client's word for it.
The second is that a paid launch buys a market test, not a market. Ten weeks tells you whether people want the product. Turning that into a business that does not stop when the budget does means the organic and email foundations get built while the ads are running, not after.
