Plain: Language Media

The Client
MEET LUNA GLAMPING

Luna Glamping is a Canadian startup that builds luxury geodesic domes and premium glamping tents. These aren’tbackyard tents – they’re durable, all-season structures designed for boutique hospitality operators and high-end private buyers who want an elevated outdoor experience.
Every dome is custom-built. Base models start around USD $20,000, and fully customized setups can easily reach $60,000 . For larger operators, total purchases can land in the hundreds of thousands.
As Luna geared up to scale into new markets, the team realized they needed more than brand awareness. They needed a predictable pipeline of qualified leads – and clarity on where their best customers actually were.

The Challenge
FROM “PEOPLE ARE LOOKING” TO “PEOPLE ARE READY TO BUY”
Before working with Plain Language, Luna had partnered with a small local agency. Most of their marketing relied on some paid advertising, Google search ads, influencers and word of mouth. The brand was a rising startup in the glamping world,in a sea of much larger competitors, but awareness wasn’t turning into a reliable sales pipeline.
Leadership needed more concrete answers, like:

• Which regions are most interested in luxury glamping?
• Who’s actually willing to invest in a big-ticket structure?
• How long does it take someone to go from inquiry to sale?
• What does the average deal look like from inbound leads?

Because you can’t buy a dome online – every sale requires a personalized quote – the quality of leads mattered just as much as the quantity. Too many unqualified inquiries bogged down the sales team.
At that point, Luna’s marketing leaned almost entirely on paid search, with limited visibility into the full funnel.

Our Approach 
TURNING MARKETING INTO A MEASURABLE DEMAND ENGINE
Our mandate was clear: build a system that brings in high-value leads across Canada and the U.S., track them properly, and build a system which helps Luna find and acquire customers who are likely to buy, so they can focus their sales efforts on those prospects.

1. Finding the right markets and the right buyers 

We started by focusing on regions where tourism, outdoor recreation and boutique hospitality already thrive. Then we layered in audiences such as:

• Airbnb hosts and small hospitality operators
• Higher-income households
• Age groups with proven purchasing power
• Lookalike audiences built on real conversions
• Highly engaged website visitors captured through pixel data

Early assumptions suggested targeting the top 10% of U.S. income earners. But once campaigns ran, we learned something interesting: the top 50% of income earners actually converted better – delivering both quality and scale.
We also discovered that buyers aged 45–54 showed the strongest engagement, with a nearly even split between men and women.

2. Expanding where it worked – and cutting where it didn’t 
Initial campaigns ran broadly across the U.S., but not every state responded equally. Performance pointed us toward outdoor recreation-oriented markets with plenty of picturesque settings suitable for glamping, like:

• Arizona
• California
• North Carolina
• Nevada

From there, we expanded outward based on proven traction.
One standout example: a Florida buyer who owned land in Alberta found Luna through these campaigns – and eventually purchased around $250,000 in domes for a Canadian installation.
3. Adapting to tariffs – fast 
When tariffs began affecting U.S.–Canada sales, Luna needed to protect margins. Historically, about 70% of sales had come from the U.S.
In spring 2025, we shifted budget toward Canadian markets. Within two months, Canadian leads grew by roughly 20%, helping stabilize revenue while cross-border costs fluctuated.

“When the tariffs hit, it reduced our profit quite a bit. We were heavily invested into the US market, and about 80% of sales were there. To reposition ourselves, and make it through, we went harder into the Canadian market. Now we’re more of a 60/40 split US to Canadian sales. Obviously, it feels good to see that stronger Canadian business since we’re a Canadian company.” – Tyson Vinek, Founder 

4. Bringing clarity to the funnel 
Working inside HubSpot with Luna’s team, we mapped out the entire buyer journey – from inquiry to close. For the first time, Luna could see:

• Average time from lead to sale for highly qualified leads
• Average time from lead to sale for highly- qualified leads
• Which channels produced real marketing-qualified leads
• Average deal value from website inquiries
• How upper-funnel campaigns influenced final conversions

This transformed marketing from “here’s what we did this month” to “here’s how our work drives revenue.”
Execution 
FROM ONE-CHANNEL MARKETING TO A FULL-FUNNEL ECOSYSTEM
Before: mostly paid search.
After: a multi-channel program designed to meet buyers at every stage.
We expanded into:

• Paid search
• Paid social
• Google Shopping
• YouTube
• Affiliate partnerships
• Google Performance Max (PMax)

Affiliate efforts helped put Luna in front of new audiences – including a notable feature in Rolling Stone in June 2024. And the success of the Performance Max integration on the company’s WooCommerce website led Luna Glamping and Plain Language to be featured on WooCommerce’s blog.
On social, campaigns were segmented for precision:

• Engaged website users
• Conversion-based lookalikes
• Interest segments built around tourism and hospitality

Paid social CTRs hovered around 5%, which is exceptional for a high-ticket B2B category.
Across the board, every lead was now tracked with accurate source attribution, making ROI visible for the first time.

“There were people on the Plain Language team focused on different elements of the campaign. Some were watching Meta,some page searches and some negative attributes (keywords). It made me feel like there was a lot of oversight and that everyone was doubling down. I liked knowing where my campaign spend was at, if it was on track and whether we neededto change anything.” – Tyson Vinek, Founder 

Results
MORE QUALIFIED LEADS. LOWER COST. CLEARER PIPELINE.
As Luna ramped up spend, it wasn’t guesswork – it was intentional, data-driven growth.
Key outcomes:

• Cost per lead dropped from approximately $300 to $120
• A higher proportion of leads became true MQLs
• Clear data on conversion timelines and deal sizes
• Canadian leads increased by 20% during tariff shifts
• Stronger alignment between marketing and sales

Most importantly, the lead quality shift reduced time wasted on unqualified inquiries. With a manual quoting process, that time savings created real operational value.
What began as single-channel lead generation evolved into a sophisticated, revenue-focused demand engine.

“I was able to give them our preferred customer, and they built the campaign around targeting those customers. It tightened up the funnel and got us fewer leads, but they were all sales-qualified.” – Tyson Vinek, Founder 

The Takeaway 
DEMAND GENERATION IS A LONG-TERM, MULTI-TOUCHPOINT SALES STRATEGY – NOT SHORT-TERM TACTICS
For high-ticket products like luxury glamping structures, marketing can’t just drive clicks. It needs to find the right buyers, understand their timeline and nurture them until they’re ready to customize their dome and buy.
Our team is entrepreneurial in spirit and looks at the business in its entirety. Our approach to demand generation is about building tomorrow’s customer base – and tracking which touchpoints actually drive revenue.
For Luna Glamping, paid media now fuels predictable funnel growth, better forecasting and expansion into markets where demand is strongest. They’re scaling – not by guessing, but by knowing.