Generator Supercenter Video Program

[ The situation ]

What I walked into

Generator Supercenter was performing well on search and running Google Ads, but the entire paid media mix was text and static creative. No video existed anywhere in the program. With generators starting around $15,000 and a cost per lead around $300, the return justified serious investment in creative. The opening was there to push into new ad formats and channels, but nobody had built the infrastructure to get there.

[ What I did ]

How I approached it

Built a video capability from nothing and proved it worked

There was no video capability when I came on. I identified the gap, pitched the strategy, and built the first round of assets myself: concepting, scripting, editing, and delivering across 9×16, 16×9, and 1×1 formats to cover every major placement. I did that intentionally to prove the model before asking for resources. Once the results showed, I made the case for headcount and grew it into a two-person video capability to keep the program scaling.

Scaled original production across 40+ markets

What started with stock footage and repurposed commercial clips evolved into original content production. I traveled to shoot on-location video with Generator Supercenter's support staff and install crews, capturing real teams doing real work. I built a localization workflow that adapted one core concept into market-specific versions at scale, cutting a single national spot for individual markets with their own talent, voiceover, market name, and URL.

Structured the creative calendar around three lanes

Seasonal campaigns tied to weather events and peak demand, timely promotions with specific offers, and always-on evergreen content running continuously. That structure kept the program producing the right message at the right time instead of scrambling per campaign.

Ensured Generac co-op compliance on every asset

Every video was built to meet Generac's co-op requirements from the start. Specific language, visuals, and end cards were baked into the production process so nothing required rework, and the client qualified for ad spend reimbursement on every campaign.

[ The results ]

What it produced

These are paid ad creatives, so the numbers are campaign reach, not organic virality. The bigger result is the capability itself: the client went from zero video to a fully integrated program across all major ad formats and 40+ markets, and the localization workflow, three-lane calendar, and co-op compliance process I built are still the system the team runs on today.