A B2B distributor of utility and industrial supplies partnered with SCUBE Marketing to grow online revenue following the launch of a Shopify Plus ecommerce site. The business sold functional, spec-driven products and relied on paid acquisition to establish demand and scale the channel quickly.
The objective was not traffic volume alone. The distributor needed a paid media system that could generate revenue, acquire customers efficiently, and support sustained growth without creating instability as spend increased.
SCUBE built and launched a new paid acquisition program across Google Ads and Facebook. Within 12 months, online revenue increased 3X, 2,400 new customers were acquired, and paid acquisition became responsible for two-thirds of total sales. During the same period, average monthly sales increased by 300%, with a reported ROAS of 722%.
Launching ecommerce at scale introduces a narrow margin for error.
There was no legacy online performance to rely on and limited tolerance for inefficiency while the channel proved itself internally. Paid media needed to establish demand quickly while maintaining discipline around return and customer acquisition.
Without clear structure, early success risked masking problems that would surface later as spend increased.
SCUBE approached the engagement as a system build rather than a campaign rollout. The focus was on establishing clarity early so growth could compound without introducing friction.
Clear KPIs were defined based on business objectives to create a consistent reference point for evaluating performance as volume increased.
Campaigns were segmented by buyer journey stage to separate demand capture from demand development. Search, Shopping, and remarketing programs were structured to serve distinct roles rather than compete for attribution.
Product feed management was treated as a core lever, ensuring visibility aligned with relevance and buyer intent.
Offers, value propositions, and ad angles were developed to support acquisition without overextending reach. Keyword and query management reduced waste as volume increased, while a seasonal promotion calendar aligned paid activity with commercial priorities. Audience and creative testing informed structure rather than chasing marginal gains.
Across the system, ROAS functioned as a constraint. It limited downside risk but did not define success. Growth was evaluated through contribution, customer acquisition, and sales behavior over time.
Within 12 months:
Performance was assessed over time rather than through isolated peaks. As structure held, paid acquisition became a reliable contributor rather than a volatile growth lever.
“SCUBE Marketing has been a dynamic factor in the growth of our business. They have provided insight into things we hadn’t thought about and brought solutions before presenting problems. Would absolutely recommend SCUBE for their Strategic Ad Marketing Needs.”
McKenna Edgerton
Creative Coordinator, J.L. Matthews Company
Rather than a brief surge, the work produced a paid media foundation that could scale without degrading over time.
The SCUBE Game Plan is a focused review of how large, spec-driven catalogs behave inside paid channels. It’s designed to surface what’s contributing to performance, what’s masking underlying issues, and where structure is quietly working against you.If there’s a fit, we walk through the findings in a ~60 minute conversation, looking at:
The goal is a clearer picture of how the system is behaving, so decisions stop relying on averages or assumptions.
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