Turning choice overload into a AOV lever.
Problem
Water2 had demand, but growth was starting to narrow.
In the ad account, spend consistently concentrated into the top three historical winners, all heavily tailored to a Bear Grylls–led audience. These ads were efficient, but they clustered spend into a single creative and audience pocket, limiting reach and expansion.
As a result:
Meta kept recycling spend within the same creative cluster
New audiences outside the Bear-led narrative were harder to reach
The account lacked a clear AOV-led expansion lever
At the same time, customers interested in a whole-home solution were forced to choose between multiple SKUs, creating hesitation and suppressing basket size.
The account was stable, but boxed in.
Insight
Customers weren’t unsure about buying.
They were unsure about what to buy first.
The fastest way to unlock both reach and AOV wasn’t more education or more creatives. It was introducing a clear, system-level default.
Remove the decision.
Expand the audience.
Lift the basket.
What I did.
built the entire go-to-market around clarity, scale, and speed
Defined the Whole House Bundle as a primary SKU, positioned as the easiest way to upgrade the entire home
Framed it as a system, not an upsell, reducing comparison and choice fatigue
Shifted paid narrative away from Bear-specific messaging toward broader “whole home” value
Created AI-generated UGC characters to explain the bundle through human-style narratives without relying on creators or shoots
Built master prompts and templates to generate consistent UGC-style video and image ads at scale
Produced and launched 300+ ads using Google Flow (image + video) and AI-assisted scripting
Deployed the bundle intentionally as an AOV lever, not a volume driver
All creative output was scaled without increasing media spend or headcount.
1,032 purchases
driven by bundle-led ads
2.5× higher AOV
driven by bundle-led ads
300+ ads
Created 300+ ads using Google Flow AI UGC CHARACTER CREATION TOOLS
Results
Shifted paid narrative away from Bear-specific messaging toward broader “whole home” value
Created AI-generated UGC characters to explain the bundle through human-style narratives without relying on creators or shoots
Built master prompts and templates to generate consistent UGC-style video and image ads at scale
Produced and launched 300+ ads using Google Flow (image + video) and AI-assisted scripting
Deployed the bundle intentionally as an AOV lever, not a volume driver
All creative output was scaled without increasing media spend or headcount.
