How a Technical Lighting Brand Improved ROAS 153% with ChatGPT Ads

The technical lighting brand offers a broad catalog of indoor and outdoor lighting solutions designed to meet a wide range of customer needs. With hundreds of products—including highly technical lighting systems, kits, and transformers—the brand serves customers who often need to understand specifications and compatibility before making a purchase.  

That depth is one of the technical lighting brand’s strengths. It also created an interesting opportunity as advertising in ChatGPT emerged: How could the brand make such a large, specialized catalog relevant to people exploring options, researching technical requirements, and deciding what to buy?

The Challenge

The technical lighting brand was already seeing customers discover and convert through ChatGPT organically. The team saw an opportunity to build on that behavior with paid advertising and learn how the emerging channel could expand the brand’s visibility.  

But the technical lighting brand was not working with a simple catalog. Customers can arrive knowing exactly which lighting component they need, or they may still be researching the right product for a particular project. Technical specifications can be central to that decision. With hundreds of products available, the challenge was not simply generating more exposure. It was creating a strategy that could help relevant products surface alongside the context of what customers were exploring.

The pilot therefore needed to balance two goals: give proven products focused visibility while creating enough breadth to discover opportunities across the rest of the technical lighting brand’s catalog.

Why Quartile

ChatGPT Ads was a new environment for the technical lighting brand, and the brand needed more than campaign activation. It needed a disciplined way to learn what worked and turn those insights into a repeatable strategy.

Quartile brought an approach built around the technical lighting brand’s existing performance data and product knowledge. Rather than treating every product equally—or concentrating exclusively on a handful of products—the team could combine focused campaigns for proven sellers with broader catalog campaigns designed to uncover additional opportunities.

That balance mattered for a technical catalog. It gave the technical lighting brand a way to maintain control over campaigns for priority products while continuously learning where else customer interest and product relevance could create growth.

The Solution

Quartile began with the data the technical lighting brand already had. The team analyzed existing Paid Search campaign data to identify the account’s top-selling products, then created five dedicated campaigns around those products. This gave proven sellers focused visibility from the start.  

But the strategy did not stop with the obvious winners.

Quartile also introduced catalog-wide product feed campaigns. Product information—including titles, descriptions, and technical specifications—was supplied through the feed, giving  ChatGPT  detailed information about the technical lighting brand’s assortment. For a catalog where wattage, product type, and other specifications can matter to a customer’s decision, that product information created an important foundation for discovery.  

The broader campaigns were designed to give products across the catalog an opportunity to demonstrate demand. Quartile could then use performance data to identify products showing promise and build more focused, granular campaigns around those emerging opportunities. In effect, the catalog became both a source of reach and a source of ongoing learning.

For manual campaigns, Quartile also developed context hints and negative hints informed by product detail pages and, where useful, existing keyword data. This helped connect campaign structure more closely with the ways customers might describe their needs while exploring products.  

The result was an ever learning system: start with what the technical lighting brand already knew, give the broader catalog room to prove itself, and use the resulting data to make the next campaign decision more precise.

Results & Impact

Across the August – September pilot period, the technical lighting brand demonstrated that its highly technical catalog could translate effectively into a new advertising environment. More importantly, performance became substantially more efficient as Quartile refined the campaign mix.

• ROAS improved 153%, demonstrating stronger returns as Quartile developed the campaign strategy.  

• Cost per acquisition decreased 51%, allowing the technical lighting brand to convert customers more efficiently.  

• Cost per click decreased 37%, improving the economics of bringing prospective customers into the buying journey.  

• Click-through rate increased 38%, signaling stronger engagement as the campaign approach matured.  

• 80% of attributed sales came from the three highest-performing campaigns, giving Quartile and the technical lighting brand clear signals about where customer demand was strongest.  

The strongest lesson was not simply that ChatGPT Ads could generate conversions. It was that the technical lighting brand could turn the complexity of its catalog into an advantage. By pairing focused campaigns with broader product discovery, Quartile created a system for learning which products resonated and using those signals to guide the next stage of growth.

Ongoing Value & Future State

The pilot gives the technical lighting brand a framework it can continue to build on. Instead of relying only on products already known to perform, the brand can use catalog-wide discovery to identify new opportunities, then develop more focused campaigns around the products demonstrating demand.

That creates a particularly strong fit for a brand with a broad, technical assortment. As more performance data becomes available, Quartile can continue refining product selection, campaign structure, and context signals—helping the technical lighting brand make its catalog easier to discover while maintaining disciplined performance.

For the technical lighting brand, the opportunity is bigger than adding another advertising channel. It is building a repeatable way to learn how customers engage with its products in a new decision-making environment.

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