How a Building Supplies Manufacturer and Retailer Augmented their Bottom Line with Digital Tools

The Company

We worked with an international building supplies manufacturer and retailer that has supplied architects, welders, contractors, builders, and homeowners with custom iron balusters, stair railings and post caps for over 50 years. They offer the most competitive prices in North America and have the benefit of being able produce custom orders quickly through their North American manufacturing facility. Both B2B and B2C Customers can purchase through their eCommerce storefront or by speaking with the inside sales team.

The Challenge

Historically, the client relied on word-of-mouth and B2B relationships to drive sales. They wanted to experiment with digital marketing and advertising but lacked the in-house expertise to manage the campaigns. They hired a digital marketing agency to help, however they discovered over time that, though their advertising campaigns were generating new business, they were not producing profitable sales growth. The client was overinvesting on their ad spend and marketing management fees and was not seeing any return on that investment.

When their number one competitor relaunched their website and started gaining traction, our client knew that they had to change course, and quickly. Able & Howe entered the picture, and we immediately identified a number of ad campaign inefficiencies and missed marketing opportunities.

The Goal

The client needed to:

  • Increase their organic traffic to drive more new customers without ad spend
  • Improve their ROAS on their Google Ad campaigns to turn over profitable sales
  • Focus on driving both B2B and B2C customers 
  • Improve the user experience of the website to convert customers better
  • Personalize and nurture new and existing customers for both B2C and B2B
  • Track and report on their marketing performance in order to assess incremental improvement

The Results

They worked with the Able & Howe team and:

Increased their organic visibility to generate 80% more new users resulting in 2x the sales

Increased their eCommerce conversion rate by 2x and revenue output by +100%

Increased their Google Ads ROAS for new customers by 40% YoY

Our Key Responsibilities

What we did:

  • Completed an assessment of the B2B2C business and develop a tactical plan to allocate the limited marketing resources and maximize the marketing budget 
  • Conducted a Google Ads audit to identify ad spend inefficiencies and opportunities
  • Implemented a phased Google Ads optimization plan to leverage Google’s Performance Max bidding strategies to drive incremental sales from welders, contractors, and homeowners
  • Created sales and marketing alignment, enabling the sales team to increase average order values through personalized engagement with new customer accounts
  • Conducted an SEO audit to determine on-page and off-page opportunities to boost organic visibility
  • Implemented a phased SEO plan to capitalize on immediate actionables to drive immediate gains and long-term tactics to drive gradual YoY growth
  • Implemented separate email marketing strategies for B2B and B2C customers
  • Conducted a conversion rate optimization audit to improve eCommerce conversion rates and bounce rates which support in driving positive ROAS for ads and higher organic visibility for SEO
  • Implemented tracking and reporting to measure success and identify opportunities for incremental growth

How it Happened

After our team learned more about Art of Skin Care’s business concerns, we initiated on several projects in order to prioritize and address areas where we can increase revenue output.

Evaluate

  • Google Ads Audit: Conducted a Google Ads audit to identify opportunities for boosting campaign performance and maximizing revenue generation within the allocated budget.
  • Exported and analyzed customer data to establish benchmarks for customer repeat order rates, churn rates, and other key metrics. Identified key factors that strengthen retention and enhance customer lifetime value.

Create

  • Shifted from a non-targeted overall Google Ads performance campaign to a brand-specific new customer acquisition strategy.
  • Transformed non-profitable Meta campaigns into revenue-generating investments.

Evolve

  • Converted Google Ads strategy from a non-targeted overall performance campaign to a brand-specific new customer acquisition strategy
  • Converted non-profitable Meta campaigns into revenue-generating investment

Activate

  • Successfully launched various new brands in the store, achieving a positive advertising ROAS of 4.0 or higher within two months.
  • Restructured and launched Google Ad campaigns that generated a ROAS of 7.0 or higher.

Enable

  • Achieved significant efficiencies, allowing the brand to spend 50% less on ads while generating the same revenue.
  • Redirected ad spend savings towards developing a more user-friendly website experience and enhancing the email marketing strategy.