“Partnering with NEXGEN Performance Marketing has been incredible. The communication, effort, attention to detail, and quality of work have generated thousands of leads and millions in revenue—starting with NEXGEN was the right move.”
— Nathaniel, Operations Director, Norman’s Nursery
Norman’s Nursery
A nearly 80-year (since 1946) heritage grower builds a modern retail engine with NEXGEN’s customer-centric, test-and-learn performance program.
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5,274
Meta Leads
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$43.88
Meta Blended CPL
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4,232,230
Meta Reach
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189,779
Google Clicks
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63,763
Google Contact Actions*
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3.5×
CPL Improvement (Top-25% vs Baseline)
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* Google “Contact Actions” include calls, directions, and modeled store visits. Primary KPI is Leads (form/qualified call) on Meta.
† CPL improvement reflects reduction from $55.29 (baseline discovery) to $15.92 (Top-25% audience), same conversion type and period; winner volume n=1,380.
† CPL improvement reflects reduction from $55.29 (baseline discovery) to $15.92 (Top-25% audience), same conversion type and period; winner volume n=1,380.
How Testing Drove Decisions
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Audience Truth
Hypothesis: warm, high-intent users convert cheaper than broad prospecting.
Decision: Scale Top-25% + lookalikes; keep broad as discovery only (~3.5× cheaper CPL).
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Offer Fit
Hypothesis: seasonal promos lower future CPLs by feeding retargeting pools.
Decision: keep promos as reach/retargeting fuel; don’t mix them into lead CPL.
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Intent & Experience
Hypothesis: giveaways and shorter instant forms boost volume; quality needs separation.
Decision: keep giveaways/promos in separate tracks; standardize the winning form + creative for “consult” leads.
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Google as demand capture: 189,779 clicks at $1.21 CPC, 0.69% CTR, and 63,763 contact actions. We label actions transparently and optimize to Leads via HubSpot offline conversion imports.
NEXGEN Performance Marketing • Norman’s Nursery (open since 1946)