4.2x ROAS: Apex Financial’s 2025 Omni-Strategy

Driving measurable return on ad spend (ROAS) for a high-value B2B service in the Q4 2025 market meant we had to get different media to work together. For this financial consulting firm, our job was to get qualified leads by syncing up broadcast television and targeted TV digital ads. The whole challenge, really, was proving that expensive TV spots could actually drive digital conversions, a skepticism I run into all the time with any consultant strategy.

Campaign Teardown: Elevating Financial Consulting with Synchronized Media

We recently ran a campaign for “Apex Financial Advisors,” a firm that does wealth management and tax strategy for high-net-worth clients. Our whole plan was to finally close the gap between old-school broadcast and digital ads. We had one clear goal: get more qualified leads and show that a real omnichannel advertising plan works. The campaign ran for 10 weeks in Q4 2025, right when people start thinking about financial planning. We had a $120,000 budget, and we put about 60% into TV and 40% into digital, since we still believe in TV’s power for that first hit of awareness.

Strategy: Proving TV’s Digital Impact

Our strategy was built to prove TV exposure pushes people to act online. We zeroed in on high-income ZIP codes in the Atlanta area, places like Buckhead (30305), Sandy Springs (30328), and Alpharetta (30009), where Apex’s ideal clients live. For broadcast, we bought local ad time on cable news and business shows during primetime to make sure we were hitting those specific areas. The TV creative itself was a 30-second spot with a real Apex client talking about their experience, leaning into an authenticity that’s often missing in abstract financial ads.

On the digital side, our tactics were more advanced. We used IP-based geotargeting to push display and video ads through the Google Display Network and Meta Business Suite to people in the same ZIP codes seeing the TV commercials. But the real engine was our partnership with a data provider for Automatic Content Recognition (ACR) data. This let us identify the actual households that saw our TV ad and then follow up with digital ads on LinkedIn Campaign Manager and other programmatic platforms.

“A lot of marketers still see TV as this separate brand play that has nothing to do with direct response, especially in B2B,” I said in our post-campaign wrap-up. “But the conversation changes completely when you can draw a straight line from TV viewership to a digital action. It takes serious data work, sure, but the results speak for themselves.”

Creative Approach: Consistency Breeds Familiarity

Consistency was our whole creative play. The 30-second TV ad had “Sarah J.,” a real client, talking through how Apex helped her with a complicated estate plan. We chopped that same testimonial down into 15-second and 6-second clips for our digital video ads. Our display ads were built from still shots from the TV commercial, with a direct call to action: “Schedule Your Free Consultation.” The landing page everyone hit looked and felt just like the TV spot, which reinforced the brand identity. This visual and narrative continuity was key. We wanted someone to see the TV ad and then feel like they already knew Apex when they saw a digital ad later.

Targeting & Placement: Precision in a Broad Medium

We were very deliberate with our TV placements, buying slots on local Atlanta news affiliates during financial segments and popular prime-time dramas to reach an audience with more disposable income. For the TV digital ads, we used audience segments based on income and professional data, and we also uploaded Apex’s own client list to create a custom audience we could exclude from prospecting. This mix of broad reach TV with sharp digital targeting let us spend the budget smartly.

One of the most useful things we did was A/B test our calls-to-action on the digital ads. It turned out that “Request a Free Portfolio Review” converted 15% better than a generic “Learn More.” That tells you this audience wants a specific, concrete offer, not just more information.

Campaign Performance Metrics

The results really backed up our integrated model. Here’s the raw data:

• Budget: $120,000 ($72,000 TV, $48,000 Digital)
• Duration: 10 weeks (October 1 to December 9, 2025)
• Impressions:
  • TV: 8.5 million (within targeted ZIP codes)
  • Digital: 12.3 million
• Click-Through Rate (CTR):
  • Digital Display: 0.45%
  • Digital Video (VCR): 78% (for 15-second ads)
• Conversions (Qualified Leads): 312
• Cost Per Lead (CPL): $385
• Return on Ad Spend (ROAS): 4.2x

Stat Card: Key Performance Indicators

Impressions: 20.8 Million Total
Qualified Leads: 312
CPL: $385
ROAS: 4.2x

We calculated the 4.2x ROAS based on Apex’s projected lifetime value for a qualified lead, which they peg at an average of $1,600 from a new client in the first year alone. This blew past our initial 3.0x projection, showing just how efficient the combined strategy was.

What Worked Well

1. ACR Data Integration: Retargeting TV viewers with digital ads was hugely effective. Our analysis showed people who saw both the TV ad and a digital follow-up converted at a 22% higher rate than people who only saw the digital ads. This validated our whole omnichannel advertising strategy.
2. Creative Consistency: The uniform creative across every format, from a TV screen to a social feed, built strong brand recall. A post-campaign study we ran showed an 18% lift in aided brand recall within our target audience in the Atlanta market.
3. Geotargeting Precision: Focusing our TV buys and digital spend on those specific high-value ZIP codes was the right move. We saw digital engagement rates (like CTR and video completion) climb 35% higher inside those zones compared to our broader, city-wide tests.
4. Dedicated Landing Pages: Each ad sent traffic to an optimized landing page that spoke directly to the pain points from the ad creative. This cut our bounce rates and improved conversions.

What Didn’t Work as Expected & Optimization Steps

Of course, not everything worked perfectly out of the gate. Our initial digital retargeting pools, the ones that just included general website visitors who hadn’t seen the TV ad, had a CPL that was 15% higher than our TV-viewer segments. This told us the TV exposure was creating a powerful priming effect.

Our budget split needed a tweak, too. TV was great for awareness, but we saw that the digital retargeting, especially the ACR-driven part, was doing the heavy lifting on final conversions. Halfway through, we shifted 5% of the TV budget ($3,600) over to programmatic video ads aimed at our TV viewers. That small adjustment pushed digital conversions up by 7% in the last four weeks and nudged our overall CPL down a bit more, all without touching the total budget.

We also ran into some ad fatigue. Around week 6, the CTR on our static display ads started to dip. We quickly swapped in new images and headlines, which got the CTR back up within a week. It just reinforced that you have to keep an eye on performance and be ready to rotate creative, especially on longer campaigns.

Experimenting with video length on digital was also telling. We first tried running the full 30-second TV spot online, but the video completion rate was a good 10 points lower than our shorter cuts, especially on social media. It confirmed what we already suspected: attention spans are just shorter online, even for a primed audience. After that, we stuck to 15-second and 6-second versions for digital.

This campaign showed that an integrated omnichannel advertising approach, where every channel makes the others work harder, isn’t just theory. It produces real, measurable results for companies going after high-value leads, particularly when you prioritize precision targeting and data.

Conclusion

The Apex Financial Advisors campaign is clear proof that a synchronized omnichannel advertising plan works. Linking TV exposure directly to digital actions drives significant ROAS and qualified leads for B2B consulting. When you align the creative, targeting, and data across both broadcast and digital, you get powerful teamwork that boosts brand recall and gets people to act, making the total investment far more effective than spending on either channel alone.