Google ads for B2B
Seizing a business opportunity during the COVID-19 pandemic
Supply and demand are always in flux. In the early days of COVID-19, we helped our client ClearSolv seize a unique opportunity through paid search advertising.
Agile advertising delivers exceptional results
In the early months of the COVID-19 pandemic, all sorts of routine products became sought-after commodities. Toilet paper, medical masks… and hand sanitizer! Chemical supplier ClearSolv specializes in solvents like isopropyl alcohol–perfect for making hand sanitizer. We worked with them to run a hand sanitizer search campaign across Canada, to spectacular results.
In early 2020, ClearSolv found themselves in a unique position. They had a large supply of isopropyl alcohol, ethanol, and other alcohols on hand when the first COVID-19 lockdown began. Their stockpile exploded in value once consumers bought up all the readily available hand sanitizer at retail stores. The problem was visibility: how could ClearSolv, a B2B chemical supplier focused on the beverage industry, reach a wide audience of health organizations, sanitizer companies, and consumers at once?
The answer was search advertising. We worked with ClearSolv to temporarily pivot their online marketing strategy toward selling sanitizer and sanitizer ingredients to businesses and individuals. We worked quickly, knowing that high demand for sanitizer products may not last–and that competitors would be rushing to market as well.
- 6.5 leads per day from the start of the campaign in Q1 2020 through the end of the year.
- 80% of total lead volume arrived through paid search campaigns in 2020
- Less than $20 avg. cost per lead e-commerce acquisition price for lucrative B2B products
“We have seen a significant increase in website traffic and conversions as a result of the work we have done and continue to do today. Together we review monthly and have made adjustments to ensure we stay relevant to the ever-changing markets and traffic being directed to our website.” – M. McIntyre, (former) General Manager