Increasing PPC revenue by 325% for a supplier of industrial seals
FPE Seals is a leading B2B supplier of seals and cylinder component parts, with a vast catalogue of over 10,000 SKUs and a primarily trade customer base. The company came to Fluid Commerce in December 2025 looking for specialist help with their Google ads campaigns. The company was concerned about a few key challenges with their Google Ads performance. Specifically:
Fluid Commerce’s expert PPC team conducted a comprehensive audit of FPE Seals’ campaigns and tracking setup, and devised a strategic overhaul to drive meaningful results.
The outcome was a success, exceeding the company’s expectations. From January 2025 to June 2025, we delivered strong growth for FPE Seals’ on Google Ads.
“People often think scaling PPC means increasing budgets, but for FPE Seals, the biggest wins came from simplification and clarity. By refining the account structure high-intent audiences and improving campaign efficiency, we were able to deliver stronger growth from the same budget. It’s a great example of how data-led optimisation can deliver real commercial impact.”
June Gil, head of performance at Fluid Commerce
Knowing that reliable tracking and a better way to manage their large product catalogue would be the best way to help FPE Seals, we agreed on working towards the following objectives to increase sales and return on ad spend (ROAS):
We started with a full tracking audit, which uncovered that some conversions were being dropped due to issues with the delivery cost field in transactions from logged-in users (an issue we have encountered several times with B2B ecommerce companies). Fixing this ensured we had clean, accurate data to work from, which is the foundation for any smart optimisation.
From there, we conducted a full account audit. Branded campaigns were spending a lot, but running on a tCPA (target cost per acquisition) strategy and underdelivering. We planned to test alternative bidding strategies to find out if a different one would deliver better results.
Generic search volume was limited, so we focused on uncovering high-performing terms from historical data and began carefully expanding reach with broad match testing, paired with tighter budget controls and experiments on tROAS vs tCPA.
On the Shopping side, the plan was to consolidate all product feeds into a single, easier-to-manage feed and optimise it using Shoptimised, improving titles, descriptions, and category mapping. This would help increase visibility on Google and simplified product segmentation.
Given the low AOV, we devised a campaign structure focused on pushing products with higher price points and stronger performance.
Fluid Commerce’s solution hinged on a three phase approach:
Our first port of call was the tracking setup. After reviewing the list of order IDs on GA4 and deduping against website order IDs provided by the company, we identified the issue – an incorrectly set parameter that missed orders placed by some users when they were logged into their accounts. This is a common issue with an easy fix, and it was resolved quickly.
Once tracking issues were resolved, we turned our attention to bidding strategies. The brand campaign was a key area of opportunity. Although it generated a large share of revenue, the performance was weak under a tCPA strategy. We set up a series of bidding experiments to find the most efficient option, and Manual CPC outperformed across the board. CPCs dropped by 74%, the conversion rate more than doubled, and ROAS jumped by 67%. Based on this success, we implemented Manual CPC across all branded activity.
On the Generic Search side, we conducted a deep search query review to uncover previously high-converting terms that could be leveraged again. To expand reach further, we carefully introduced broad match targeting for the best-performing queries and experimented with bidding strategies. Initially, tCPA bids were set too high, leading to overspending without sufficient return, and not sustainable with the existing daily budgets. We reined in the bids to more sustainable levels and later tested tROAS to determine the best fit for each campaign, applying the winning strategy based on results.
The Shopping setup required more structural changes. FPE Seals’ product feeds had been split out by category, which made performance difficult to monitor and scale. We helped consolidate the entire range into a single feed and used Shoptimised to overhaul the product data, improving titles, descriptions, and product category attributes. This not only increased visibility in Shopping results but also gave us the ability to segment products more effectively.
With a very low AOV, Shopping needed to work extra hard to be profitable. We restructured the campaigns around product price bands, allowing us to focus more budget and visibility on the higher-value products where ROAS potential was stronger. The top-performing items were broken out into dedicated campaigns for better control. We also built smaller test campaigns around lower-visibility categories to see where untapped potential might lie.
To support all this, we launched a remarketing campaign aimed at re-engaging users who had visited the site but hadn’t yet converted, an especially useful tactic for niche B2B buyers who often take longer to purchase. We also ran competitor research to ensure our ad copy was positioning FPE Seals’ products and USPs effectively, especially where rivals lacked clarity or had weaker delivery or pricing messages.
Despite a 7.5% decrease in YoY spend, performance saw significant improvements, with a 68% increase in conversion rate and a 39% rise in total conversions. Revenue grew by 325%, while ROAS surged by 360%, due 205.75% increase in AOV thanks to our campaign structure prioritising higher-value items.
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