United Ad Label (UAL) is a premium provider of stock and custom specialty labels, serving a diverse range of industries, including healthcare, veterinary, manufacturing, distribution, education, and professional services. With an extensive catalog of over 4,000 stock label products, as well as custom solutions, UAL has built a strong reputation for quality and reliability.
Like many B2B organizations, UAL sought to maximize its marketing investment by optimizing its paid advertising efforts. To drive better lead generation, improve customer acquisition costs, and enhance sales enablement, UAL partnered with Marcel Digital to increase return on ad spend (ROAS) and optimize its paid advertising campaigns.
Why Did We Start the Project?
The Challenge
To develop a data-driven approach for improving paid media performance, our team at Marcel Digital conducted a comprehensive analysis of UAL’s martech stack, advertising strategies, and KPIs. This assessment identified four key areas for improvement:
- Driving higher transaction volumes through the website - Scaling revenue without dramatically increasing ad spend required a strategy focused on optimizing website conversions and increasing order volume.
- Targeting the highest-performing pathways - Understanding the ideal customer profile (ICP) and allocating resources to the most effective digital channels was critical for improving marketing efficiency and ROI.
- Scaling successful marketing strategies - Replicating high-performing campaigns and eliminating underperforming tactics allowed UAL to enhance lead generation and customer acquisition efforts.
- Enhancing campaign performance with hands-on optimization - Frequent adjustments to ad copy, keyword strategies, and budget allocation were necessary to maintain competitiveness and drive sustained growth.
How Did Marcel Digital Help?
The Solution
Identifying optimization opportunities is only the first step - implementing the right digital transformation strategies to drive measurable results is where real success happens. Marcel Digital developed a targeted execution plan that included:
- Relaunching the website with clearer conversion pathways to improve the user journey and increase both order volume and revenue per transaction.
- Reallocating budget from display advertising to paid search to maximize high-intent traffic and improve sales enablement.
- Doubling down on UAL’s most profitable campaigns to scale the highest-converting tactics.
- Expanding Google Ads efforts to the Bing Ads platform to capture additional market share and reach more qualified leads.
- Increasing ad copy and keyword optimizations to ensure relevance, improve quality scores, and drive cost efficiencies.
What Happened After Launch?
The Results
Through strategic execution and ongoing optimizations, Marcel Digital helped UAL achieve outstanding results, exceeding expectations across all key performance indicators:
- 523% increase in ROI - demonstrating the power of a data-driven, performance-focused approach.
- 72% increase in conversion value - meaning greater revenue generation from existing ad spend.
- CPA reduced from $184 to $83 - a 55% cost reduction that far surpassed UAL’s goal of keeping CPA under $100.
These results not only improved cost-efficiency but also strengthened UAL’s ability to allocate resources effectively, ensuring continued growth and scalability in its digital advertising efforts.
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