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Cutting Edge Services

  • PPC for B2B
Targeting B2B customers within a niche market. Overhauling a PPC strategy to deliver +111% conversion rate

Industry

Health & Beauty

Technology

Google Ads
Microsoft Ads

Service

PPC

Conversion rate
0 %
Return on ad spend
0 %
Increase in revenue
0 %

The client

Cutting Edge Services is a leading retailer of food processing equipment for the catering industry, selling a range of products from specialised knives to large slaughtering equipment.

Services

PPC

The brief

Cutting Edge Services had an established ecommerce site on the Magento platform, but approached us to manage their Google Ads and Microsoft Advertising strategy in order to maximise sales and increase online revenue.

The primary objective was to drive traffic to the Magento site and increase sales and revenue. The target was a 500% return on ad spend, which was key to making sure that the campaigns remained profitable and scalable.

One challenge facing the brand was the audience. Sitting within a niche market, it’s target customer was decision makers in the catering industry. However, some products are also widely sought after by individuals with an interest in food and cooking.

As a result, the campaigns needed to focus on the B2B customer, which was their ideal, profitable customer.

The solution

We completely overhauled their existing search and shopping campaigns and created a new campaign structure that was segmented by product. The existing account had no structure and was in need of a refresh in order to improve account health.

Keywords were also in need of improvement. Existing keywords were too broad and weren’t defined for their target audience.

Negative keywords were under utilised and as a result, the campaigns were attracting a large amount of irrelevant traffic. We improved this in order to reduce wasted spend and improve conversion rates for the campaigns.

Finally, we implemented a number of strategies so that the campaign focused on their profitable B2B market. 

  • Ad copy was B2B-focused
  • Keywords were specific to the B2B industry
  • Negative keywords eliminated typical B2C search terms

Results

As a result of our work, the campaign experienced a significant uplift in relevant traffic, sales and revenue. 

We have continued to work with Cutting Edge Services on an ongoing basis in order to refine and optimise their campaigns.

  • 111% increase in conversion rate
  • 534% RoAS
  • 715% increase in online revenue
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Ready to work with a leading ecommerce growth agency?

Kickstart your project with us today. Get in touch for a chat about your Adobe Commerce (Magento) project, Paid Search campaigns or Marketing for Amazon strategy.

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Colony Jactin House, 24 Hood St, Manchester, M4 6WX

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White Collar Factory, 1 Old Street Yard, London, EC1Y 8AF

0161 762 4920
[email protected]

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Pearson Hydraulics

Salon Business Solutions

Rayware

Gecko Jewellery

Fletcher Stewart

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