National safety gear supplier · Google Ads · Safety boots, PPE and rigging · Nationwide
1,844 online-store clicks at 37 cents each.
A central North Island supplier of safety boots, PPE and rigging gear sells in store and online across New Zealand. Their Google Ads account had thin ad groups and generic keywords that burned budget on searches that were never going to buy.
1,844
Clicks to the online store
Campaign results
$0.37
Average cost per click
Online-store traffic
14%
Search click-through rate
Combined Search campaigns
28%
Brand click-through rate
Brand Search campaign
What we found
The account wasn't organised around how customers actually search: by brand, by product and by competitor. Generic keywords and thin ad groups were spending money without matching that intent.
The strategy
Rebuild Search around customer intent, give each type of search its own campaign, and add product-led activity to reach buyers earlier. Keep improving the account with monthly optimisation and plain-English reporting.
What we implemented
- An account audit and rebuild around brand, product and competitor searches
- Three separate Search campaigns: brand, competitor and all products
- Shopping and Demand Gen campaigns to put products in front of buyers earlier
- Ongoing management, optimisation and plain-English reports
What changed
The account delivered 1,844 clicks to the online store at an average cost of $0.37 per click. Ads were shown more than 54,000 times. Across a separate reporting period, the three Search campaigns combined achieved a 14% click-through rate, with brand searches at 28%.
The bigger picture
Advertising works harder when it reaches people already looking for what you sell.
Your turn
Want to see what's possible for your business?
A 30-minute look at your website, search presence and advertising. You'll get three clear priorities back — whether we work together or not.