Smartop Spa Cover
741,865
35,992
3,021
Turn a Dealer-Only Product Into Direct Consumer Demand, Nationwide.
Smartop makes a premium, lockable hot tub cover built to be the last one an owner ever buys. Until 2025, they sold almost entirely through distributors, which made sales hard to predict. They came to PPL Labs to reach hot tub owners directly, explain why a better cover is worth paying more for up front, and send ready-to-buy leads to their authorized dealers.
Building a Lead Engine That Feeds a Nationwide Dealer Network.
We built Smartop a new website, launched Meta lead form campaigns across the country, took over their organic social, and connected every lead to aNinja with automated follow-up. Since the first campaign went live in August 2025, Smartop has generated 3,021 total leads at an average of $2.25 per lead.
The Marketing Package
Every Page Points to One Next Step
Premium Look, Clear Path to a Dealer
We rebuilt the site from the ground up to match the product: clean, modern, and upscale. Dedicated pages for the Upright, Vanish XL, and Swim Spa models, a Smartop Difference page that makes the case for longevity, a gallery, reviews, an owner portal, and online product registration give buyers what they need before they reach out. Every page ends in the same move: find a dealer.
A Feed That Backs Up the Ads
Before PPL Labs, Smartop's feed was mostly reposts from their dealers. Active, but not theirs. We now publish twice a week on Facebook and Instagram with content built around what makes Smartop different: covers that last, lock, and stay out of landfills. When someone clicks through from an ad, they find a brand that looks as premium as the product.
The Ads
Pain Points Campaign · June 2026 to November 2026
9.09%
$1.62
1,981
$0.17
Card 3: Fall Promo · 10 days Sep 2026 (Boosted Post)
68
$3.06
10,880
5.69%
Nationwide Demand, Delivered Straight to Dealers
Smartop's launch campaign brought in 308 leads in its first week at $1.12 each. Interest came in so fast that we paused the campaign after about two weeks to manage the volume. Leads came from across the country, not just the obvious hot tub markets.
In June 2026 we launched a campaign built around the real pain of hot tub ownership: replacing your cover every few years. It's now Smartop's most efficient campaign, hitting an 11.42% click-through rate at $1.32 per lead. In total, Smartop has generated 3,021 total leads and 741,865 total impressions.
Proof That Direct-to-Consumer Works
Smartop came to us with one big question: will hot tub owners raise their hand for a premium cover if you reach them directly? The answer was yes, at under $2 a lead on our best campaigns. Along the way we built the pieces a direct-to-consumer brand needs: a website that points every visitor to a dealer, a library of proven ad creative and messaging, and a CRM setup that captures every inquiry.
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