Staalbaron

Staalbaron is a Dutch B2B brand specializing in robust, stylish furniture for the hospitality and business interior sectors. They offer a range of products including tables, chairs, stools, and wardrobe solutions, with a focus on functionality, durability, and customization.

For Staalbaron, we developed a new Google Ads structure aimed at increasing lead generation at lower costs. During initial discussions, it quickly became clear that Staalbaron was not simply looking for more traffic, but specifically for high-quality B2B leads. Therefore, the campaigns needed to be more accurately targeted, smarter, and more efficient. We introduced a new campaign structure based on both target audience and product category.

We then worked on improving account hygiene by reducing the amount of low quality placements and adjusted the overall campaign settings. Based on extensive keyword research, we expanded coverage with new keywords focused on high commercial intent. The structure of the campaigns was modified, ensuring that targeting, ads, and keywords were more closely aligned with the actual needs of their audience. After launching the revamped campaigns, we actively monitored and evaluated their performance. We then provided recommendations for further growth based on these insights.

Some key results:
• A 200% increase in leads within the focus product category
• The average CPC decreased from €2.29 to €1.18 (a 48% reduction)
• Engagement rate rose by 78%, indicating more relevant traffic
• A shift from low-quality traffic to highly relevant traffic

Further recommendations:
Based on the positive results, we recommended several next steps, including rolling out the same structure to less prominent product categories, further refining keywords based on performance, and testing landing page variants for higher conversion rates.