Matting Manufacturing Business

Insight

When the business first engaged Adsthetics, paid advertising was an untapped channel.

Operating across multiple international markets, the company already had strong product-market fit — but lacked a structured way to generate consistent inbound demand through digital.

The challenge was not visibility, but precision.

In this category, buyers are highly intentional. Businesses searching for solutions already know what they need and are actively comparing suppliers. This creates a powerful opportunity — but only if campaigns align perfectly with that moment of intent.

At the same time, the market introduced two key constraints.

Demand fluctuated across product categories and seasons, requiring constant adaptation. More critically, search behaviour overlapped significantly between businesses and individual consumers, creating a risk of wasted spend on irrelevant traffic.

This reframed the problem:

Growth would depend on capturing demand with precision — while filtering out non-commercial (B2C) intent at scale.

Execution

We built the strategy around Google Ads as the primary acquisition channel, focusing entirely on intent capture rather than awareness.

Campaign structure mirrored the product portfolio.

Each product category was separated into distinct campaign groups, allowing budget to dynamically shift toward areas of highest demand. Seasonal products were prioritised at peak times, while evergreen keyword clusters ensured consistent performance year-round.

A critical component of the system was keyword-level qualification.

Given the overlap between consumer and business searches, we developed a filtering framework based on performance signals — including traffic volume, cost per click, and conversion behaviour. This allowed us to systematically identify and remove low-value queries, improving efficiency over time.

Ad copy further reinforced this precision.

Messaging was structured using business-specific terminology, ensuring relevance to commercial buyers while discouraging irrelevant clicks from consumer audiences.

The result was a highly responsive acquisition system — continuously refining itself based on demand patterns, user intent, and performance data across multiple regions.

Results

The strategy delivered both scale and exceptional efficiency across a competitive B2B landscape.

• 5+ million impressions generated
• 150,000+ clicks driven
• 3.20+% average click-through rate

More importantly, performance translated into high-quality business outcomes:

• 2000+ qualified leads generated
• £100 average cost per acquisition (32% lower compare to the rest of the industry)
• 34% lead-to-sale conversion rate

This level of conversion efficiency is particularly notable in B2B environments, where long sales cycles and complex decision-making typically reduce conversion rates.

Despite operating at scale, campaigns maintained strong cost control while significantly improving lead quality — demonstrating the effectiveness of precision-led search strategy.