Scope
Google Ads, Shopping and Performance Max, ecommerce site build, measurement
Work / Ecommerce
Industrial safety supply / EcommerceIndustrial safety
We built the path around the obstacle, then grew it on the numbers.
Client kept anonymous and shown by industry. Everything below is verified and true today.
01
Situation
This client supplies industrial safety equipment to regional and resource sector customers in northern Queensland. The Google Ads account existed but was doing almost nothing, with no reliable measurement underneath it. The website sat on an ageing platform tied to their inventory system, built to run the warehouse rather than for online sales.
02
Challenge
Two problems at once. The advertising had no foundation, and the website was not built for ecommerce. Replacing the primary site outright was not the right first move, because it is wired into how stock is managed. Most would have made the platform rebuild a precondition and stalled there.
03
Approach
We thought about it differently. Rather than wait for a full replacement, we built a separate marketing and ecommerce site suited to selling, and kept the inventory linked site running as it was. We installed proper measurement before spending in earnest, ran the launch knowing the early months would lose money while the account learned, and scaled spend only as the clean data justified it. The plan is to grow online sales to the point where replacing the legacy platform becomes an evidence-backed decision rather than a leap of faith.
04
Deliverables
- 01A separate marketing and ecommerce site suited to online sales, with the inventory linked site kept in place.
- 02Clean conversion tracking and analytics, so the account could be judged on real sales.
- 03A structured account across Shopping and Performance Max, scaled in line with proven return.
- 04Ongoing management, with weaker campaigns trimmed as the data showed what worked.
05
Result
- From a near-dormant account to a steady programme returning about five times on spend, with sales growing from a handful a month to around forty, all on cold demand rather than brand harvesting.
- Clean, trustworthy measurement, with paid results that reconcile across platforms.
- Strong regional search presence alongside the paid growth, owning the local safety supply terms.
Client kept anonymous and shown by industry. Figures verified first-party from the live ad, analytics and search accounts.
06
Commercial insight
The constraint that looks like a blocker is often a sequencing problem.
By building the path around the platform rather than through it, growth could start now and earn the case for the bigger change later. We did not let an awkward website stop the work, and we did not push an expensive rebuild before the numbers justified it.
Is a platform problem stalling your growth?
Sometimes the answer is to build around the obstacle and grow now, rather than wait on a rebuild. We are happy to look at where you are and tell you honestly what we would do.