Precision-driven growth: +112% sales

The Challenge

Selling high-end tech equipment online presents unique challenges. The product is irrelevant to the broad masses, but critical to a specific niche.

Diagnosverktyg.se struggled to find the right balance in its advertising. Much of the budget was spent on 'window shoppers' and traffic with low purchase intent. In addition, the purchase journey for these infrequent shoppers is often long, which made it difficult to track and target customers over time with standardised cookies. The goal was to scale up sales, but doing so by simply increasing the budget across the board would have been economically unsustainable.

The Solution

We shifted the focus from reach to relevance through a strategy built on Intent-Based Marketing and technical tracking.

• Server-Side Tracking: To solve the problem of short cookie lifetimes and secure the data, we implemented server-side tracking. This allowed us to follow the customer journey over a longer period of time and give the ad platforms the right signals about which visitors were actually valuable.

• Intent-driven SEM: We stripped the Google Ads account of generic keywords and built a structure focused solely on high purchase intent. We stopped bidding on broad terms and put the budget where the user showed clear signs of wanting to buy, not just read.

• Audience segmentation: By analysing buying behaviour, we were able to create clearer paths to separate business customers from consumers, increasing the relevance of the messages.