How a welding equipment brand held a double-digit ROAS for close to two years, with most of its revenue coming from accessories and consumables customers reorder.

HTP America sells welding machines. Most of their revenue comes from the accessories and consumables that go with them, the parts and add-ons people come back for.

We run their paid advertising and email as one system, and the ads have held a double-digit ROAS on both Meta and Google for close to two years.

Where they started

HTP America is a US welding brand, known for high-quality Italian-made machines used by fabricators, auto body shops, farmers, racers and hobbyists. When we started in September 2024, the product line was strong but the ad campaigns were not pulling their weight.

• A strong, loyal customer base across the country
• Paid advertising that was underperforming
• The goal: turn paid into a reliable, high-converting engine

Paid Advertising: the engine

From the start, the job was to make paid advertising convert, and keep it converting. We built it into a high-converting system across Meta and Google, and it has stayed in double-digit ROAS on both for close to two years.

• High-converting structures on Meta and Google, run as one connected system
• ROAS of 11.25 on Meta and 12.71 on Google across the period
• Consistent, profitable traffic that held steady month after month

Email, part of the system

Where the real revenue is

Here is what the data shows about this business. HTP sells machines, but the machine is just the start. Most of the revenue comes from the accessories and consumables that go with it. Some get used up and reordered, like welding wire, contact tips and nozzles. Others are add-ons that complete a welder's setup.

• Most of the revenue comes from machine accessories and consumables
• The customers who buy these come back at much higher rates than the store average, the best lines at more than double
• This is where the steady, repeatable revenue lives

For a brand like this, the machine is the start. The revenue that follows, from the parts people reorder and the add-ons they come back for, is where a lot of the profit is. Few brands ever go looking for it.