+65% Conversions for Industrial Metal Cabinets & Mailboxes
Client and Challenges
The client operates an industrial eCommerce store offering metal storage cabinets and secure mailboxes for warehouses, factories, office buildings, and residential developments. The store serves both B2B and B2C customers, making performance marketing particularly challenging.
Despite strong demand, Google Ads performance was underwhelming. Automated Performance Max campaigns struggled to maintain consistent visibility in Shopping results, while high competition drove CPCs upward. Key products were not shown frequently enough, resulting in low CTR and unstable sales volume.
The primary challenge was to regain control over advertising visibility, prioritize profitable SKUs, and drive scalable online sales without increasing the total ad budget.
Strategy & Implementation: Why Classic Shopping Outperformed Performance MaxProduct Feed Optimization
The first step focused on cleaning and restructuring the Google Merchant Center feed. Product titles and descriptions were optimized around high-intent search terms such as industrial metal cabinets, steel storage cabinets, secure mailboxes, and lockable metal units.
This improved both relevance and visibility in Google Shopping results.
Margin-Based Product Segmentation
All products were segmented using custom labels based on profitability:
Classic Shopping Campaign Structure
Instead of relying on automated Performance Max, classic Shopping campaigns with manual bid management were launched. Separate campaigns were created for:
Results & Business Impact
Key Takeaways
For industrial eCommerce products such as metal cabinets and secure mailboxes, classic Google Shopping campaigns often outperform fully automated solutions.
When margins vary and competition is high, feed quality, SKU segmentation, and manual bid control become critical drivers of profitable growth.
This approach turned Google Shopping into a predictable and scalable sales channel for complex industrial products.
Turn clicks into loyal clients. Let our agency optimize your digital marketing for maximum results. Contact us today to get started!
The client operates an industrial eCommerce store offering metal storage cabinets and secure mailboxes for warehouses, factories, office buildings, and residential developments. The store serves both B2B and B2C customers, making performance marketing particularly challenging.
Despite strong demand, Google Ads performance was underwhelming. Automated Performance Max campaigns struggled to maintain consistent visibility in Shopping results, while high competition drove CPCs upward. Key products were not shown frequently enough, resulting in low CTR and unstable sales volume.
The primary challenge was to regain control over advertising visibility, prioritize profitable SKUs, and drive scalable online sales without increasing the total ad budget.
Strategy & Implementation: Why Classic Shopping Outperformed Performance MaxProduct Feed Optimization
The first step focused on cleaning and restructuring the Google Merchant Center feed. Product titles and descriptions were optimized around high-intent search terms such as industrial metal cabinets, steel storage cabinets, secure mailboxes, and lockable metal units.
This improved both relevance and visibility in Google Shopping results.
Margin-Based Product Segmentation
All products were segmented using custom labels based on profitability:
- High-margin metal cabinets
- Medium-margin storage solutions
- Lower-margin mailboxes and accessories
Classic Shopping Campaign Structure
Instead of relying on automated Performance Max, classic Shopping campaigns with manual bid management were launched. Separate campaigns were created for:
- Metal storage cabinets
- Secure mailboxes
Results & Business Impact
- +65% increase in online conversions within 60 days
- +22% improvement in CTR across Google Shopping campaigns
- -20% reduction in Cost Per Conversion
- Stable product visibility despite competitive CPC levels
Key Takeaways
For industrial eCommerce products such as metal cabinets and secure mailboxes, classic Google Shopping campaigns often outperform fully automated solutions.
When margins vary and competition is high, feed quality, SKU segmentation, and manual bid control become critical drivers of profitable growth.
This approach turned Google Shopping into a predictable and scalable sales channel for complex industrial products.
Turn clicks into loyal clients. Let our agency optimize your digital marketing for maximum results. Contact us today to get started!