Pay Per Click for Safety Supply Store and Construction PPE Supplies

TL;DR:

DiscoverMyBusiness helped PowerPak Civil & Safety scale its online sales through a fully optimized Google Ads strategy, including Merchant Center fixes, Shopping and Search campaign restructuring, and advanced remarketing. The result was a highly efficient PPC system delivering 23,000+ clicks, 4.6M+ impressions, 900% ROI, and $250K+ in revenue growth within 6 months, turning a large offline PPE supplier into a strong digital sales performer.

Project Overview

PowerPak Civil & Safety is a U.S.-based wholesale supplier of construction safety and PPE products with over 25 years of industry experience. Despite strong offline success and a trusted reputation in the industrial sector, the company aimed to expand its digital presence and grow online B2B and B2C sales. To achieve this, it partnered with DiscoverMyBusiness to build a high-performance Google Ads ecosystem designed through expert Google Ads Management Services to drive qualified traffic and increase conversions.

Client Background

PowerPak Civil & Safety operates in the Business & Industrial sector, specializing in wholesale distribution of PPE and construction safety equipment. The company serves both B2B contractors and direct customers, offering a wide range of safety products across multiple categories. Headquartered in Congers, New York, the business was primarily driven by offline wholesale operations before shifting focus toward digital acquisition and online sales growth.

• Industry: Business & Industrial / PPE Supplies
• Business Model: B2B + B2C Wholesale Distribution
• Location: Congers, New York
• Timeline: 6 Months
• Primary Goal: Increase online sales and optimize digital customer acquisition

A well-established PPE wholesaler transitioning from offline dominance to scalable digital growth across B2B and B2C channels.

Objective of the Google Ads Project

The primary objective was to develop a high-performing Pay Per Click (PPC) Marketing ecosystem capable of driving qualified traffic, increasing online sales, and improving product visibility across Google Search and Shopping platforms. The focus was on building a structured, data-driven advertising system that could effectively handle a large product catalog while maximizing conversions.

Challenges Identified

Before engaging DiscoverMyBusiness, PowerPak Civil & Safety faced several critical challenges that limited its online advertising performance:

• A large product catalog of 2000+ SKUs was not properly structured for Google Shopping campaigns
• Merchant Center feed errors were causing product disapprovals and limiting visibility
• Lack of a properly optimized campaign structure across Search, Shopping, and Display networks
• Weak keyword targeting strategies for high-intent B2B industrial searches
• Limited visibility in competitive regional and national markets
• Inefficient conversion tracking setup, making performance measurement difficult

Multiple structural and technical issues in feed management, campaign setup, targeting, and tracking were limiting online advertising performance and scalability.

Strategic Approach

DiscoverMyBusiness implemented a structured, data-driven Google Ads strategy focused on resolving feed issues, optimizing a 2000+ product catalog, and rebuilding a segmented campaign architecture across Search, Shopping, Display, and Brand campaigns. Through advanced Conversion Rate Optimization, the strategy refined user targeting, improved landing relevance, and enhanced overall conversion efficiency.

In-depth keyword research and competitor analysis helped identify high-intent opportunities in the industrial PPE space, while dynamic remarketing and continuous bid optimization ensured long-term scalability and stronger ROI performance.

DiscoverMyBusiness Services Used

A complete suite of digital marketing and web development services designed to build, optimize, and scale high-performing online experiences.

Together, these services ensure a seamless blend of design, development, and marketing strategies that drive visibility, engagement, and conversions.

The Execution

Step 1: Google Merchant Center Setup & Product Feed Optimization

We began by resolving critical Merchant Center issues to ensure full shopping readiness. This included restructuring and cleaning the product feed containing 2000+ SKUs, fixing shipping zone configurations, and resolving feed compliance errors to ensure full product approval for Google Shopping campaigns. This foundation was strengthened through proper Google Merchant Center Management, ensuring long-term feed stability and scalability.

Step 2: Campaign Structure Development

A fully structured Google Ads account was built to support scalable performance. Search, Shopping, Display, and Brand campaigns were organized strategically, with clear segmentation between B2B and B2C targeting. Seasonal trends and regional demand patterns were also incorporated into the campaign architecture to improve relevance and reach.

Step 3: Keyword Research & Market Analysis

In-depth keyword and competitor research was conducted to identify untapped opportunities in the industrial and PPE space. We expanded targeting using high-intent long-tail keywords and optimized ad relevance to attract more qualified traffic with stronger purchase intent. This research phase was supported by a strategic Search Engine Marketing (SEM) framework to ensure maximum visibility for high-value search terms.

Step 4: Optimization & Performance Scaling

Once campaigns were live, we implemented continuous optimization strategies, including dynamic remarketing to re-engage potential customers. Bid strategies, placements, and audience segments were refined regularly using performance data, improving conversion efficiency and overall campaign ROI.

The Results

The Google Ads campaign for PowerPak Civil & Safety delivered strong performance improvements across traffic, visibility, and revenue generation. By restructuring the account, optimizing the product feed, and refining campaign targeting, DiscoverMyBusiness significantly improved visibility and drove high-quality conversions across Search and Shopping campaigns using a focused Lead Generation Services approach.

These results reflect a more structured and performance-driven Google Ads strategy, enabling PowerPak Civil & Safety to scale its digital presence, improve product visibility, and generate consistent online sales growth from paid search and shopping campaigns.

Campaign Performance Breakdown

Search Campaign

Focused on capturing high-intent B2B and industrial search traffic. This campaign drove qualified users actively searching for PPE and safety equipment, resulting in strong conversion-driven visits.

Shopping Campaign

Delivered product-level visibility across Google Shopping, directly connecting users with relevant SKUs. This became a key driver of product-driven conversions and purchase-ready traffic.

Display Campaign

Used to build brand awareness and expand reach across relevant audiences. This also supported retargeting efforts to re-engage users who previously interacted with the website or product pages.
Execution was enhanced through advanced Programmatic Advertising, helping expand reach and improve audience targeting efficiency.

Brand Campaign

Protected branded search traffic and ensured PowerPak Civil & Safety maintained top visibility for its own name. This helped prevent competitor bidding on branded keywords and improved overall traffic retention, supported by strategic Branding Services to strengthen brand consistency and search dominance.

Drive Scalable Growth with a High-Performance Google Ads Strategy

The Google Ads campaign for PowerPak Civil & Safety successfully transformed a complex, large-scale product catalog into a structured, performance-driven advertising system. By optimizing the Merchant Center setup, rebuilding campaign architecture, and refining targeting strategies, DiscoverMyBusiness was able to significantly improve visibility, efficiency, and conversion performance across Search, Shopping, and Display campaigns through a strategic Digital Marketing Strategy Development approach.

This project demonstrates DiscoverMyBusiness’s expertise in managing large-scale PPC accounts and turning technical advertising challenges into scalable growth opportunities. With a strong focus on data-driven optimization, audience targeting, and feed accuracy, the campaign delivered measurable improvements in both traffic quality and revenue generation.

Key Takeaways:

• Structured Google Ads campaigns improve visibility, efficiency, and conversion performance across multiple channels
• Proper Merchant Center optimization is essential for managing large product catalogs and enabling Shopping campaign success
• Data-driven keyword targeting and segmentation significantly enhance lead quality and B2B performance
• Continuous optimization and remarketing strategies help maximize ROI and long-term revenue growth

If you are looking to scale your paid advertising performance, improve product visibility, and drive consistent online sales growth, contact DiscoverMyBusiness today for a customized Google Ads strategy built for your business goals.