Paid Media
Driving Awareness and Sales Through Paid Media for an Industrial Manufacturer
A global leader in industrial adhesives wanted to increase sales for one of its premium universal adhesive product lines. The strategy was to target geographic areas where the product had historically performed well, boosting awareness among contractors and driving more sales.
The Challenge
Although the adhesive brand was recognized for its quality and durability, it struggled to stand out in a highly competitive market. Many contractors were more familiar with competing brands, limiting the company’s visibility and impact. To support sales growth, the brand needed to increase awareness among its ideal customer profile (ICP) and generate qualified leads that could convert into revenue.
Low Brand Visibility Among Contractors
Despite product strength, competing brands dominated contractor awareness and preference.
Difficulty Reaching the Ideal Customer Profile
Contractors and decision-makers were not actively engaging with the brand, reducing opportunities for consideration.
Need to Generate More Qualified Leads
The sales team required a stronger pipeline of informed, high-intent prospects to drive conversions.
The Solution
Marcel Digital implemented a dual-channel approach using both paid search campaigns and display advertising in key regional markets. Running these channels together provided valuable data, which was then used to refine targeting and scale the campaign to additional geographies. Key tactics included:
Smart bidding strategies on both branded and competitor keywords to capture attention early in the buyer journey.
Landing page enhancements, including the addition of a store locator button to drive distributor connections.
Resource accessibility, offering downloadable PDFs with product details to support informed decision-making.
The Results
The campaign delivered measurable success across brand awareness and conversions:
15M+ targeted impressions, significantly boosting visibility.
~950 goal completions, proving strong engagement with the right audience.
355 store locator clicks, connecting contractors directly to local distributors.
350+ product PDF downloads, a key indicator of contractor consideration and purchase intent.
By combining data-driven paid search strategies with contractor-focused resources, the adhesive manufacturer increased awareness, nurtured interest, and directly supported distributor sales.
