Case study · Manufacturing & industrial

Carbitool: digital marketing for power tools.

Carbitool has a long standing reputation for excellence in the manufacture of carbide tools for the woodworking, cabinetry, joinery, furniture, timber and panel industries.

Sector: Manufacturing & industrial
Service: Social media advertising
Channels: Google Ads · Google Search

Digital marketingCampaign delivery

The challenge

What needed to change.

Carbitool wanted to increase its brand presence and, at the same time, its online sales. The challenge was to do that with a tight budget and limited brand awareness. The business was fairly new to Google Ads when it started with us, and the existing account was not set up with Google Analytics, which made it difficult to track what users were doing.

We have since worked with Carbitool on seasonal campaigns, product campaigns and specific marketing campaigns. This case looks at the conversion campaigns, along with remarketing and lookalike audiences, and how they lifted conversion rate and return on ad spend while driving traffic to the website.

The goals were laid out plainly. Increase online visibility and, with it, the amount of qualified traffic reaching the website each day. Increase search engine impressions for hyper-targeted, profitable keywords rather than for anything and everything. Increase the number of website conversions each day.

Each goal had to be met without the budget growing to match, which meant every impression had to be more likely to convert than the one before.

Approach

How the work took shape.

We began with the keywords. Carbitool’s best converting terms were identified and given a campaign of their own, with ads written around those keywords to improve quality score and relevance, and negative keywords added to keep spend away from searches that would never buy. Dynamic Search Ads generated relevant ads from the company’s vast and changing product catalogue, and Dynamic Remarketing reconnected with past website visitors.

Paid social ran alongside, divided into campaigns that catered to particular demographics. Within each campaign we built multiple ad groups and created ads targeted to the audience in each group.

Purchase rate was the measure we watched most closely. Detailed targeting and remarketing were researched and considered carefully so that return on ad spend would improve, and ad engagement rose with a continuous increase in purchase rate.

Click through rate was kept high through strong ad copy and accurate audience targeting, at lower cost, so that more of the budget reached people who were actually likely to buy.

Carbitool facebook advertising on laptop view.

The shift

Fewer impressions and more purchases meant the targeting was finally finding the people who buy tools.

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The work

The work, up close.

The refined ad messaging and audience targeting produced more qualified leads at lower cost than the previous campaigns. In the reporting that shows up as fewer impressions but a higher conversion rate: the ads were seen by fewer people, and more of those people bought.

4.36%.

Click through rate across the campaigns, achieved at lower cost.

91.

Purchases between July 2022 and October 2022, with the conversion rate rising each month.

Over the period from July 2022 to October 2022 the conversion rate increased month on month, and the campaigns kept building an audience for the brand as well as sales. For a business that started with limited brand awareness, reach over the longer run mattered as much as the purchases, because the people who engage now become the remarketing audience for the next campaign.

Post engagement and impressions were tracked across the full 27 months of the relationship, and both kept climbing as the campaigns matured.