PPC
Home Improvement
Large
Australia
About Tradelink
Tradelink has been a pivotal presence in Australia’s plumbing and bathroom supplies sector for over 160 years. With a strong foundation built on decades of industry expertise, Tradelink has firmly established itself as a trusted provider of high-quality products and exceptional service to both trade professionals and home renovators alike. Their commitment to reliability, expertise, and customer satisfaction has propelled them to become a household name in the construction and renovation sectors across the country.
Tradelink’s Challenges
Tradelink approached OMG seeking innovative solutions and advanced technology to optimise their ad account. Their previous traditional campaign structure was working against them in the face of fierce competition in the market. As Tradelink expands its retail network, they aim to increase foot traffic, improve customer experiences, and increase lifetime value.
Key Challenges Identified:
- Campaign inefficiencies leading to missed opportunities.
- High CPAs and limited ROAS from prior campaign structures.
- Stiff competition from brands like Kmart, Kogan, and JB Hi-Fi.
Our Approach
We employed a mix of Google’s tools, focusing heavily on Performance Max due to the lower search volume for their products. Tactical seasonal campaigns were launched to ensure maximum visibility during peak seasons, complemented by competitor analysis against brands like Kmart, Kogan, Target, and JB Hi-Fi.
Strategy & Execution
Comprehensive Campaign Restructuring
Revamped Tradelink’s campaign architecture, creating 19 PMax campaigns to target top-performing, zombie, and low-dollar-value products.
Smart Automation with Google Scripts
Automated weekly inventory updates and segmentation of products into high-performing, low-impression, and low-value categories for tailored campaign optimisation.
Local Campaign Optimisation
Created 13 local campaigns showcasing Tradelink’s store locations, staff, and in-store offers, providing customers with vital information to encourage large-order placements.
Seasonal and Tactical Campaigns
Launched seasonal campaigns (e.g., hot vs. cold seasons, trade vs. retail) and competitor counter-campaigns with offers like price matching, next-day dispatch, and new arrivals to maintain visibility during peak periods.
AI-Driven Optimisation
Applied Smart Bidding strategies (Max Conversion Value with tROAS) and leveraged Google’s Writing Assistant to refine ad copy and landing pages for higher CTR and conversion rates.
Outcomes
- Increased revenue by 56.81% (from $3.9M to $6.1M) in 12 months.
- Reduced CPA by 80.39% (from $56.20 to $11.02).
- Achieved an 8.13 ROAS, doubling the original goal of 4.
- Increased ad spend by 29.42% to scale campaigns without diminishing returns.
