Platforms & Mediums Covered in Study:
  • Google Ads
  • Bing Ads
  • Facebook Ads
  • Google Analytics

Who are they? is an independent, specialist supplier of fixings and fasteners. Selling all types from their Yorkshire base since 1980 (trading as Danlett Ltd). In 2019 they became part of the PBSL Group, one of the UK’s largest privately-owned specialist suppliers of building materials.

Check them out:

What did we achieve?

A newly acquired business with no online presence to date, this was a fresh new brand for us to launch. We managed to bring them into the market and establish very strong volumes of profitable sales within the first week, continuing to grow this by over 400% within one month.

And how did we achieve that?

This was an interesting technical exercise due to the number of individual products in their inventory (for both shopping and search ads); all coming in slight variations of size, application, shape, and finish.

A part of our success was down to how we manage search terms on shopping campaigns; using negative keywords and duplicate products we’re able to manipulate Google’s native search term to product matching, which results in the same effect as our shopping campaigns having keywords, similar to how search campaigns work.

This extra level of control enables us to make fairly small, but reliable improvements to performance which would not otherwise be possible. And due to the vast number of products, said improvements really add up.