Rubber Inc. is a warehouse distributor for the automotive, commercial and off-road industries. It provides the tools, equipment, tire repair materials and supplies. Rubber Inc. has been in business since 1939 with locations in Chicago, IL., Durand, WI., St. Louis, MO. and Charlotte, NC.
Services include balancing, equipment, retreading, shop supplies, shop tools, tire repair, tire service and valves.
Targeting the right B2B audience for Rubber Inc.’s niche aftermarket automotive products required a highly specialized approach. The complexity of the ordering process, which was closely tied to the account creation timeline and actual orders, posed a significant hurdle.
Conversion tracking within Google Ads also presented difficulties, as it needed to align accurately with client accounts and subsequent orders. Greenlight utilized Google Search Network and experimented with various keyword match types to better capture relevant traffic.
Refinements were made via day-parting strategies which ensured ads were scheduled to run during business hours from Monday through Friday. Additionally, responsive search ads were optimized to cater specifically to Rubber Inc.’s B2B market segmentation.
Display service began with A/B testing of both graphics and copy. After a few weeks, we were able to find our target market through geo-fencing, keywords and messaging. Syncing our ad manager with Rubber Inc.’s HubSpot, we used three different ads to target tire supplies, supplies spotlight and tire partners.
Greenlight used local SEO and ongoing blog creation. Tracking was set up mid-July in GA4 to track ecommerce sales on rubber-inc.com. August was the first full month of product sales data. We delivered a weekly optimization spreadsheet via Excel or Google Docs, however client was unable do any site modifications until the backend update was completed.
Over the course of four months (June 2024 to September 2024), the cost per conversion for new client account creation decreased by 61%. Conversion rates for new client accounts nearly tripled during this period. Most notably, the campaign achieved a return on ad spend (ROAS) of 1385%, with a total ad spend of $8,240.87 generating $122,353.61 in revenue.
By focusing on targeted optimizations and aligning the strategy with the client’s business model, Greenlight Marketing was able to reduce costs, increase conversion rates and generate significant revenue growth.
Greenlight launched paid social marketing efforts in June of 2024. Following deployment, we increased their page reach by 126% (281k people). Content interactions increased by 10% (+667) and Facebook link clicks increased by 163%. In this timeframe, we converted 5 leads into sales and saw an average CPI of $21.
Greenlight’s SEO strategy included continuing local SEO and creating blog copy. Rubber Inc is on a very limited HubSpot Platform which is extremely technically limited. After completion of the backend update, we delivered schema markup and basic page optimizations.
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