Big-budget Google Ads for a height safety industry giant
We helped turn a strong offline reputation into serious online sales, building a smart, scalable Google Ads strategy that delivered a 73% increase in sales value and their highest-ever monthly results.
Industry:
E-commerce – Height & Safety Equipment
Service:
Google Ads
Challenges:
A vast inventory and a website undergoing redevelopment
Outcome:
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73% increase in sales value
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40% uplift in ROAS
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250% increase in monthly sales
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10.9x ROI
Protecting Workers at Height with Industry-Leading Safety Solutions
For over a century, our white label client has been supplying professional height safety and scaffolding equipment to some of the biggest names in the industry. Trusted by contractors, site managers and safety officers alike, they’ve built a reputation for quality, reliability and service. But when it came to digital marketing, they knew it was time to move things up a gear
The Brief
A well-established, multi-national height safety and scaffolding merchant had a two-part challenge:
1. Increase online sales from people actively looking for their products.
2. Raise brand awareness with new audiences, especially those already buying from competitors.
They were already generating sales, but nothing near what was possible. There was no real structure to their ads, and no way to scale results with confidence. With a healthy £30k/month budget for Google Ads alone, it was time to get strategic.
The strategy that scaled to new heights
We built a fully-fledged Google Ads strategy designed to work hard across every part of the sales funnel.
At the bottom of the funnel:
We went after high-intent buyers already searching for specific products. This meant:
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Segmentation by profit margin: running separate campaigns for low vs high-margin products, so we could tailor bidding strategies and control cost-per-sale more effectively.
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Product feed optimisation: creating advanced supplementary feeds to improve visibility across Shopping.
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Smart Shopping & Search campaigns: structured around performance, not guesswork.
At the top of the funnel:
We went after new customers including those currently buying from competitors, with:
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Display and Discovery campaigns: powered by Google’s in-market and custom intent audiences.
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Competitor audience targeting: reaching people who’d visited similar businesses or rival sites.
To tie it all together:
We built a powerful dynamic remarketing campaign showing users the exact products they’d viewed, plus additional options tailored to their interests. Sales, meet science.
1009% ROI
73%↑ sales value
40%↑ ROAS
250%↑ monthly sales
Why it worked
The business didn’t just grow – it smashed records.
We treated this like a serious sales machine, because it was. With the right structure, smart bidding, tailored messaging, and clear measurement, we helped a traditional construction brand break through digitally.
Now, they’re not just keeping up with competitors, they’re overtaking them.
All Aspect Media
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