Growth in 90 days
All case studiesPaid social case study
Growth Lab
“Our customers are 70. They are not on Instagram.”
A high-ticket medical equipment brand believed its buyers were not on Instagram. The data said otherwise.
See what happenedThe proof
The last 90 days beat the previous 90.
May 1–July 31, 2025 compared with February 1–April 30, 2025.
Growth in 90 days
Growth in 90 days
Growth in 90 days
What changed
The objection was not about age. It was about buyer identity.
The person using a lift chair may be 70. The person researching it, worrying about it and making the purchase is often their adult daughter.
“She is 45, she is on Instagram, and she has been quietly worried about her dad’s stairs for three months.”
The buyer journey
Concern begins
Dad is struggling with the stairs. His daughter starts quietly worrying and researching.
Meta builds recognition
Helpful product content reaches her before she is ready to search.
Google captures intent
When she is ready, she searches for a lift chair and recognizes the brand.
The purchase happens
Awareness and intent work together to move the buyer — not in isolation.
The takeaway
Google catches demand. Meta creates the conditions for it.
If you only advertise where the final search happens, you miss the months of awareness, anxiety, research and consideration that made the search possible.
The strongest growth strategy does not ask which channel gets all the credit. It asks how the channels work together to move the buyer.
Built around the whole journey
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