Closing the Loop on Offline Sales: B2B Ecommerce Case Study
Generating an additional $1.3M in top-line revenue and record-high ad efficiency 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. Their sales cycle is highly fragmented; while they process standard e-commerce orders online, their most lucrative revenue streams rely on customized, high-value phone quotes with electrical contractors, facility managers, and enterprise buyers.
Industry
- B2B
- Ecommerce
Services
- PPC
- Measurement & Analytics
increase
in new top-line revenue
%
increase
in PPC & phone sales growth
%
ROAS
record-high efficiency
The Challenge
Warehouse and 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 clicks; 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 sales back into Google, ruthlessly cutting B2C waste, and heavily prioritizing their most profitable house brands, 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 “Call Sale w/ Quote” events. By manually devaluing basic B2C support calls and heavily weighting the value of verified B2B quote calls, we trained Google’s algorithms to optimize for actual revenue over empty call volume.
- Ruthless Traffic Cleanup: We stopped paying for traffic that didn’t drive the bottom line. By aggressively excluding low-value B2C search terms, filtering out consumer-level URLs (like individual light bulbs), and completely shutting off call extensions on consumer-leaning campaigns, 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 broad campaigns into highly granular segments to deliberately isolate their high-margin, in-house best-sellers. This allowed us to aggressively deploy budget where it generated the healthiest return, while using targeted Performance Max (PMax) campaigns to capture complex, long-tail B2B queries.
- Optimizing the Digital Shelf: We optimized product presentation through rigorous A/B testing, discovering that “environment” backgrounds drove significantly higher Click-Through Rates (CTRs) than standard white backgrounds. We also built automated Merchant Center rules to force-feed missing UPC data, guaranteeing maximum Google Shopping visibility for their highest-priority SKUs.
The Results
By eliminating the noise and strictly aligning ad spend with actual business operations, we didn’t just increase sales—we fundamentally improved the unit economics of their account. The growth wasn’t driven by empty clicks or low-margin consumer volume; it was driven by capturing high-ticket B2B buyers.
In one year, the impact was massive:
-
$1.3M in New Top-Line Revenue: By focusing the budget on high-margin house brands and accurately tracking offline phone quotes, we drove a 28% year-over-year increase in total PPC and phone sales. This wasn’t about moving more cheap inventory; it was about consistently capturing highly lucrative, complex commercial orders.
-
Record-High Ad Efficiency: Usually, when you aggressively scale ad spend to hit new revenue heights, 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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