Three companies, and what changed in each one

The starting point

They sold well when somebody walked in to ask. The problem was that few people did, and almost all of them by referral. There was no way to know how many leads would come in the next month, so there was no way to plan purchasing, inventory or hiring either. The business grew when the phone rang, and the phone rang whenever it felt like it.

What we did

We put everything into Search campaigns. With an industrial product bought on intent (the customer already knows what they need and is looking for who will sell it) chasing reach is throwing money away. There the fight is being present at the exact moment of the search.

We ran A/B tests to find which keyword targeting and which ads actually worked, instead of assuming it. Each product group got its own landing page with the exact information that buyer was looking for, not the company's general page. And with the data starting to come in from the campaigns, we built promotions around the products people were actually asking for, not the ones we thought would move.

Results

The company's revenue multiplied by six and repeat purchases went up ten percent.

All of that with the same sales team. They did not hire one more salesperson: what changed was how many real opportunities reached the ones they already had.

The starting point

They make custom fiberglass planters and design green areas for companies and homes. When they came to us they had no campaigns and no ad account: we built everything from scratch. And like any new account, the first conversions cost a fortune. The question was not how to spend more, it was how to stop losing money on every click.

What we did

Nothing spectacular, and that is exactly the point. Quarter by quarter optimization: cut what was not converting, push what was, adjust targeting and clean up search terms every time the data was enough to make a decision. In an account with history you do not win with a brilliant idea; you win by being the one still reviewing it after everyone else left it on autopilot.

Results

The account has racked up more than 4,800 contact requests, and the average cost of getting each one is lower today than in its first years: the curve came down and stayed down. We have been running that account for more than five years, and we are still at it.