Lightwire

The Challenge

Lightwire, a rural internet provider based in Hamilton, was heavily reliant on Google Ads campaigns run by their previous agency. Meta Ads were underutilised, with limited content in market and no structured funnel to generate consistent leads. As competition increased—particularly with Starlink entering the New Zealand market—Lightwire faced the challenge of driving more leads while protecting market share.

They needed a partner to deliver both a high-performance marketing system and commercial consulting to stay ahead of industry changes. The goal was to create a scalable, predictable lead generation funnel across Meta and Google, improve content quality and engagement, and influence customer decisions early in the buying journey. They also required ongoing strategic oversight to mitigate potential dips in acquisition caused by Starlink’s presence.

Our Approach

Launch Agency built a full-funnel marketing strategy across Meta and Google Ads, combining performance marketing with brand-building initiatives. On Google, we optimised the account structure, refined targeting, and focused spend on high-converting search terms. On Meta, we introduced a rigorous content testing framework, producing high-quality creative that educated, engaged, and tested offers to identify what resonated most with rural customers.

Beyond marketing delivery, we supported Lightwire as a fractional Chief Commercial Officer and Chief Marketing Officer, leading go-to-market strategies for initiatives like the low-usage plan and providing team leadership training. We worked closely with the Lightwire team to align marketing with broader business goals, anticipate competitive threats, and ensure a proactive response to Starlink’s market entry. Over the course of the partnership, we also completed more than 10 on-location shoots, building a strong library of authentic content to fuel campaigns.

The Results

Within the first two months, Lightwire doubled lead volume while reducing cost per lead by 60%. Over the course of our partnership, advertising spend was scaled profitably by over 300%, driving significant growth in a highly competitive market.

The optimised Google campaigns and high-performing Meta creative delivered record-breaking months in 2025, while the content testing framework deepened audience engagement and improved lead quality. Strategic campaigns helped mitigate any downturn from Starlink’s market entry, ensuring consistent acquisition rates despite the heightened competition. Today, Lightwire benefits from a predictable flow of qualified leads, a robust scaling plan, and a brand presence that resonates strongly within the rural internet market.

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