The challenge
Clever Klogs is an Australian small business creating customisable visual supports for children and adults with neurodiverse needs — including autism, ADHD, sensory processing differences, and other learning profiles.
Their products are used daily by parents, carers, teachers, speech pathologists, occupational therapists and support workers. Many customers are NDIS plan-managed, meaning purchases can be funded through their NDIS plan. Clever Klogs also holds a Boardmaker seller licence, using licensed PCS symbols developed by Tobii Dynavox.
With 49+ verified reviews, a reputation for customisation and quality, and the ability to create bespoke products on request, Clever Klogs operates in a niche that is deeply personal for its customers — and highly loyal once they find a trusted supplier.
Our approach
Clever Klogs has a clearly defined customer: parents and educators shopping for resources that help neurodiverse children thrive. But the when matters as much as the who — Back to School season (late January and early February in Australia) is the single biggest purchase window for this audience.
We built two campaigns. The always-on HW - Sales campaign runs continuously, maintaining brand presence and capturing purchase intent year-round. The HW - B2S - Sales campaign was launched specifically for Back to School — concentrating budget during the highest-intent period with messaging tailored to the season.
The results validated the strategy clearly: the Back to School campaign delivered purchases at $15.96 each — compared to $35.61 for the always-on campaign. Same platform, same audience, right timing: 55% cheaper purchases.
The results
Two campaigns, one goal: drive purchases of visual supports for neurodiverse learners, generating $3,749 in tracked revenue from $791.96 in ad spend — a 4.73x combined ROAS.
Across both campaigns we tracked 25 purchases and delivered 101K impressions, reaching 43,258 unique carers and educators. The always-on HW - Sales campaign generated $3,394 in revenue at 4.77x ROAS, while the Back to School HW - B2S - Sales campaign generated $355.10 at 4.45x ROAS with a best-in-class $15.96 cost per purchase — 55% cheaper than the always-on campaign.
For context, the average e-commerce ROAS on Meta Ads in Australia is 2x – 3x. Clever Klogs' combined 4.73x ROAS well exceeds that benchmark.
“Humming Web understood exactly who our customers are — parents and carers of neurodiverse children, teachers, support workers. The Back to School campaign was perfectly timed and delivered our best cost per sale yet. We finally have a Meta Ads setup that actually converts.”
— Toni, Clever Klogs — cleverklogs.com.au