The client's starting goal
B2B electrical equipment distributor among the global leaders, active in Germany, the Netherlands, Austria, Sweden, the United Kingdom, Canada and Australia. The goal: more online purchases, more new business customers and a more visible brand, in highly competitive markets where each country has its own habits. We managed the accounts with a shared method, adapted market by market.
Key actions
National and regional competitive analysis guided strategies by product category and service type, and a single testing framework made the markets comparable.
- Competitor analysis by country and region, to adjust bids and messaging
- Dedicated strategies by product category and service type
- One testing program across all accounts, one owner per market, shared reporting
- In Germany, a Consent Mode flaw isolated and fixed with the IT team, without cutting off conversion reporting
The impact
January to May, year over year: +38% ROAS and +26% revenue, with spend down 9%.
On the manufacturer co-funded campaigns in one country alone, €17M in online sales were attributed over 12 months for €310k invested.
