Case Study: Augmentiq PPC Management Adds $1.3MM in Topline Revenue at Better ROAS
Offline conversion tracking, campaign segmentation and rigorous product testing adds +28% in topline revenue year-over-year at record-high ROAS in the highly competitive commercial lighting space.
The Client
A prominent, mid-market distributor in the commercial and industrial lighting space. Operating as a challenger brand against massive, multi-billion-dollar industry giants, they manage a complex catalog of thousands of SKUs ranging from basic consumer fixtures to high-ticket, custom B2B lighting systems. Often encountering multiple stakeholders on the client side including electrical contractors, facility managers and corporate purchasing teams, their sales cycle is complex with attribution lag up to a year. Revenue capture is split between e-commerce transactions and customized quotes that lead to high-value phone orders.
Industry
- B2B
- Ecommerce
Services
- PPC Management
- Measurement & Analytics
increase
in new top-line revenue
%
increase
in PPC attributed revenue
%
ROAS
record-high efficiency
The Challenge
Advertising for commercial lighting is a high-stakes, high-ticket game. Our client was managing a massive catalog with thousands of SKUs, but their data was telling the wrong story. Because their most lucrative orders—complex, five-figure B2B quotes—frequently closed offline over the phone, the digital ad platforms were flying blind.
Worse, their ad spend was actively being diluted by low-value B2C traffic. They didn’t need an agency to just bring them more traffic or conversions; they needed a partner to connect the dots, filter out the consumer noise, and build a system that exclusively hunted for high-intent B2B buyers.
The Strategy
We abandoned vanity metrics for closed-loop clarity. By feeding offline phone sale conversions back into Google with revenue attribution, ruthlessly cutting B2C waste, and heavily prioritizing their most profitable product lines, we built a system that exclusively hunts for high-intent B2B buyers.
- Closing the Loop on Offline Phone Sales: Digital cart data is incomplete if the real money changes hands via phone. We integrated Call Tracking Metrics (CTM) to specifically track qualified calls and completed phone order events. By excluding low-value and irrelevant calls and calibrating the value of qualified lead conversions, we trained Google’s algorithms to optimize for actual revenue over call conversions themselves.
- Ruthless Traffic Cleanup: We stopped paying for traffic that didn’t drive the bottom line. By aggressively excluding low-value search terms, updating targeting for more long-tail capture, and better segmenting campaigns and ad groups, we eliminated wasted ad spend and freed the sales team from fielding low-value support tickets.
- Granular Catalog Segmentation: We eliminated the lazy “catch-all” campaign approach. We split Performance Max and Search campaigns into product category segments with curated SKUs to deliberately isolate their high-margin, in-house best-sellers. This allowed us to aggressively deploy budget where it generated the healthiest return.
- Optimizing the Digital Shelf: We optimized product presentation through product data feed testing, discovering that “environment” backgrounds drove significantly higher Click-Through Rates (CTRs) than standard white backgrounds. We also built automated Merchant Center rules to enrich missing feed attributes like UPC data, guaranteeing maximum Google Shopping visibility for their highest-priority SKUs.
The Results
By focusing on the essentials: improving the data signal, eliminating waste and managing the account through the lens of actual revenue generation, Augmentiq fundamentally improved the productivity of their Google Ads account year-over-year.
In one year, the impact was massive:
- $1.3MM in New Top-Line Revenue: By focusing the targeting on high-performing product segments and accurately tracking offline phone quotes, we drove a 28% year-over-year increase in total pay-per-click attributed revenue.
- Record-High Ad Efficiency: The most common scenario when ad spend and revenue increases is that efficiency drops. Because we built a rigorous, closed-loop tracking system that fed exact offline conversion values back to Google’s bidding algorithms, we did the exact opposite. We improved their average ROAS by over 50 points while handling significantly more volume.
- Streamlined Sales Operations: The impact went well beyond the ad platforms. By ruthlessly excluding low-value B2C traffic and shutting off call extensions for consumer-leaning campaigns, we stopped their expert sales team from acting as a customer service desk for single-bulb buyers. This directly freed up their time and energy to focus on what matters: closing five-figure, custom enterprise deals.
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