Customer: Esco

Brand: DeWalt

Tools: Google Ads, SEO

Goals: Increase the number of transactions and overall revenue growth from sales through the website from paid and organic search channels

About the project: Cooperation with Esco on the DeWalt brand began in 2019 and continued until the start of the COVID19 pandemic in 2020

About Esco and the DeWalt brand

DeWalt is a global leader in professional power tools and construction equipment, known for its reliability and innovation. In Ukraine, the official distributor of DeWalt is Esco, which supplies tools with a warranty and service. Esco has been operating for more than 25 years, providing professionals with original products from global brands and maintaining a high level of service. The company is also actively developing a network of stores and distribution throughout Ukraine.

Interesting facts about DeWalt

In 2024, DeWalt celebrated 100 years of its company.

Part of Stanley Black & Decker: DeWalt has been a part of Stanley Black & Decker since 1960, which has strengthened its position in the global professional tools market.

Emphasis on wireless technologies: DeWalt produces some of the best cordless tools with powerful FlexVolt batteries that provide long-lasting performance and productivity.

High standards: DeWalt tests its tools under extreme conditions to ensure their reliability and durability.

Project goal

Increased sales and brand awareness for DeWalt through performance marketing tools: Google Ads, SEO, and Benchmark.

Google Ads tools

Search campaigns — we created campaigns by tool category and individual product model. This allowed us to accurately segment the audience.

DSA campaigns (Dynamic Search Ads) — used to display dynamic ads to reach as many queries and users as possible.

Shopping campaigns — Google Shopping has become a key tool for increasing sales with detailed segmentation by category.

Remarketing and Shopping remarketing — personalized ads helped bring back users who were previously interested in DeWalt products.

Google Ads results

The cost per conversion decreased by 47.56%

The number of clicks increased by 31.72%

Transactions increased by 230%

Increase in Google Ads revenue by 862%

Website optimization and organic growth

The goal of SEO was to increase organic traffic to esco.ua. We optimized the site, improved the content, and began to actively promote it through publications on third-party resources. This allowed us to increase organic traffic by 28% in six months. For example, in July 2018, the site's traffic was 9 790, and in July 2019, it was already 12 800.

Comparison of organic traffic growth

Organic traffic growth rate in comparison of months in Google Analytics for 2018-2019. We took 15k unique organic visitors as 100%.

Organic traffic growth is of great value for a professional tool distributor, as it attracts the target audience without the need for additional advertising costs. Organic traffic consists of users who are actively looking for tools or solutions related to the company's products. This creates a high probability of conversions, such as purchases or applications. Moreover, a steady stream of organic traffic strengthens the brand's position in the market, increases trust, and reduces dependence on paid advertising channels, which increases long-term profitability.

Competitor assessment and strategy adaptation

We conducted a quarterly Benchmark analysis, which allowed us to analyze market trends and competitors' strategies. This helped us to adapt campaigns in a timely manner and use advanced tools to attract customers. A separate benchmark analysis was conducted for other Esco projects, which provided great insights for marketing optimization.

Difficulties in promoting the professional tools distribution niche and their solutions

1. High competition and cost per click

Problem: High costs of advertising campaigns due to competition.
Solution: Using remarketing and interest-based targeting, as well as optimizing bids using automated strategies.

2. Difficulty in targeting professionals

Problem: Identifying the target audience (professionals vs. amateurs).
Solution: Using segmented campaigns by category, product type, and profession.

3. Long decision-making cycle

Problem: Buying a professional tool takes more time, which reduces conversions.
Solution: Dynamic remarketing to return potential customers and promote special offers.

4. SEO: High competition in organic search results

Problem: Low visibility of the site among strong competitors.
Solution: Technical SEO optimization, creation of unique content, and work with external links to improve search engine rankings.

5. Optimization of website conversions

Problem: Users may not complete a purchase through the site's shopping cart or contact by phone.
Solution: Optimization of UX/UI, implementation of chats for quick consultation, as well as the addition of callback functions to simplify contact with customers.

Conclusions

As a result of our work, which includes powerful Google Ads, SEO and Benchmark tools, Esco has significantly increased sales and revenue from advertising for the DeWalt brand. An integrated approach to promotion, detailed segmentation, and constant analysis of competitors helped us achieve outstanding results: a 230% increase in sales and an 862% increase in revenue.