Case study · Manufacturing & industrial

Eco Timber: performance marketing in action.

Eco Timber Group is a premium supplier of sustainably sourced timber products, serving architectural, commercial, and residential projects across Australia. With a strong focus on quality materials and environmentally responsible sourcing, the brand provides designers, builders, and homeowners with high-performance timber solutions suited to modern construction and design needs.

Sector: Manufacturing & industrial
Service: Digital marketing

Digital marketingCampaign delivery

The challenge

What needed to change.

Eco Timber Group required a paid media launch campaign to introduce the brand to a wider market while generating meaningful enquiry volume across both B2B and B2C audiences. The challenge was to build strong brand awareness from the ground up while simultaneously driving qualified leads from audiences actively researching timber solutions for upcoming projects.

Balancing brand storytelling with performance outcomes was key. The campaign needed to position Eco Timber Group as a premium, sustainably focused supplier while also supporting lower-funnel conversion activity. This required a strategic approach across Meta and Google that could educate new audiences, establish credibility within the architectural and building space, and guide potential customers from discovery through to enquiry.

Approach

How the work took shape.

Approach: phase 1.

The strategy focused on building strong top of funnel awareness for Eco Timber Group while simultaneously supporting enquiry driven performance across key product categories.

Broad brand messaging was used to establish Eco Timber as a premium, sustainable and design led timber supplier, with creative that emphasised transformation, longevity and architectural impact. This ensured the brand was introduced consistently across both professional and homeowner audiences before pushing into more targeted product messaging.

From there, the campaign narrowed into audience specific and product specific conversion activity across Meta and Google. B2B and B2C audiences were separated to allow tailored value propositions, landing pages and calls to action for each group.

With strong performance established, Phase 2 focused on doubling down on what was already working, while continuing to test and build depth for future phases.

Approach: phase 2.

We identified the strongest-performing creative and messaging, then developed variations to refine ad aesthetics, formats, imagery and copy, without disrupting performance.

In tandem we introduced new product angles to avoid over-reliance on a small set of assets and ensure we had a steady pipeline of creative and products to support delivery and performance long term. This allowed us to balance efficiency with continued learning as spend increased.

Creative testing was handled through platform-native A/B testing, with best-performing assets kept live and scaled. Learnings from this testing were then used to guide future creative development and campaign phases.

The shift

Brand storytelling and lead generation were run as one campaign, not two competing budgets.

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The work

The work, up close.

Following the initial campaign launch, Phase 2 focused on refining audience targeting, strengthening creative messaging, and optimising campaign structure across both Meta and Google. Insights gathered during the early stage allowed us to better align messaging with high-intent audiences while improving delivery efficiency.

These refinements resulted in increased reach and a significant uplift in lead generation, while lowering the overall cost per lead. Improved campaign performance also drove stronger engagement and enquiry activity, demonstrating the effectiveness of combining brand awareness with performance-led optimisation to support both B2B and B2C growth objectives.