PPC Case Study: 320% More Leads in 6 Months with Less Costs

About

Founded in 1957, Wainbee Limited is a leading provider of engineering systems and motion & control, filtration, and automation solutions. With 14 locations across Canada, Wainbee has positioned itself as one of the largest privately held distributors in its field.

Despite their strong technical expertise and market presence, Wainbee struggled to maintain an effective online presence, falling behind competitors in digital strategy due to limited internal capacity.

Objectives and expectations

Wainbee’s primary challenge was a lack of a robust online presence that was not reflective of their market potential and technical expertise. 

Our main objectives for the project included increasing overall sales and the number of leads, phone calls, and form requests.

The main KPIs to track were cost per conversion—cost per amount of leads, phone calls, and other forms of client-initiated contact, such as live chats.

Given the technical nature of their products and services, a strategic focus was placed on enhancing lead quality and customer engagement through tailored PPC strategies.

Our approach

To address the challenges, our approach centered on a comprehensive revamp of their Google Ads campaigns, specifically tailored for the Canadian market. We wanted to maximize reach and engagement across diverse customer segments, ensuring that each campaign effectively captured the interest of potential leads.

Industry and keyword research

We conducted extensive research to understand the industry dynamics, audience segments, and their online behavior, as well as products, related keywords, and the overall taxonomy. It included learning product features and resolving semantic issues in standard search ads.

Broad match and automated bidding 

One way of addressing semantic issues in search queries was using broad match alongside an automated bidding strategy. This approach, followed by regular monitoring, helped us gain knowledge about search trends and customer characteristics and allowed us to reach broader, high-intent audiences interested in commonly used and niche items offered by the company.

Account structuring

After testing several strategies using different campaign types, we found single-themed ad groups and supplier-focused campaigns to be the most efficient. By adding another layer of targeting in the form of product brands, we were able to attract broader audiences while maintaining the benefits of a more conservative approach.

Tracking enhancements

Due to the nature of the business, a significant share of customers is more likely to contact the company to get additional product information or receive technical support before making a purchase, which makes it impossible to get accurate conversion data. Finding an advanced tracking solution was crucial. To correctly identify converting leads, we implemented a tracking software and reporting system for phone calls and other forms of customer-initiated contact.

Integration of AI-driven campaigns

At a later stage, we gradually incorporated Performance Max campaigns to leverage audience signals along with the data already accumulated in the account to reach segments of cold traffic and identify additional audience characteristics. 

Results

Six months later, our targeted advertising efforts proved successful in Wainbee’s highly specialized engineering systems industry. 

August 2023 vs March 2024 improvements

• -60.6% cost per conversion
• +21% phone calls
• +320% contact form submissions
• +90.9% live chats
• +100% lead forms

Are you looking to improve your company’s online presence? Our PPC experts are up for any challenge! Contact us today for a free consultation and practical suggestions on the next steps.

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