Paid Media
Driving Revenue Growth Through Paid Media for a B2B eCommerce Company
A leading provider of B2B specialty labeling solutions, serving industries such as healthcare, veterinary, manufacturing, distribution, education, and professional services, partnered with Marcel Digital to maximize the impact of its paid media investment. With an extensive catalog of thousands of stock products as well as custom solutions, the company had built a strong reputation for quality and reliability. However, like many B2B organizations, it sought to improve lead generation, reduce acquisition costs, and strengthen sales enablement by optimizing return on ad spend (ROAS) through smarter paid media strategies.
The Challenge
Marcel Digital conducted a comprehensive analysis of the company’s advertising strategy, martech stack, and KPIs. This uncovered four key areas for improvement:
Driving higher transaction volumes without significantly increasing ad spend.
Targeting high-performing pathways by focusing on the ideal customer profile (ICP) and most effective channels.
Scaling successful strategies by doubling down on proven campaigns and eliminating low-performing tactics.
Enhancing campaign performance through ongoing keyword, ad copy, and budget optimizations.
The Solution
To reverse stagnant transaction performance and improve paid media efficiency, Marcel Digital developed a revenue-focused strategy grounded in data and continuous optimization. The goal was to capture more high-intent buyers, reduce wasted spend, and strengthen conversion pathways across channels.
Optimizing the Website for Stronger Conversion Paths
We relaunched the website with clearer, more intuitive pathways to purchase, reducing friction and increasing both order volume and average revenue per transaction.
Refocusing Media Spend on High-Intent Traffic
Paid media budgets were reallocated from low-converting display campaigns to high-intent paid search. We scaled the best-performing campaigns, eliminated inefficient tactics, and expanded efforts from Google Ads into Bing Ads to capture additional market share.
Ongoing Optimization for Maximum ROI
Marcel Digital continually refined ad copy, keyword strategies, bidding models, and budget allocation to ensure every dollar worked harder. This iterative approach maximized return on investment and kept performance improving over time.
The Results
The strategy generated outstanding results across all KPIs:
523% increase in ROI, proving the effectiveness of performance-focused paid media.
72% increase in conversion value, delivering higher revenue from existing ad spend.
55% reduction in cost per acquisition (CPA), dropping from $184 to $83 - well below the $100 goal.
By combining data-driven insights with ongoing optimization, the company dramatically improved the efficiency and scalability of its paid advertising, ensuring sustained B2B growth.
