Case Study: Stanley Black & Decker, Inc. achieves 163% increase in reseller leads with Impartner's Google Ads for the Channel

163% Increase in Reseller Leads Since Implementing Google Ads for the Channel

Stanley Black & Decker (SB&D), through MTD Products Benelux BV, needed to scale local digital marketing but its independent resellers lacked the skills, time and resources to run Google Ads, leaving SB&D out of a rapidly growing local search market. To solve this, SB&D engaged Impartner and adopted its Google Ads for the Channel solution to get dealers visible on Google without burdening partners.

Impartner implemented Google Ads for the Channel to create co‑branded local dealer landing pages, automate campaign setup and lead routing, and provide centralized reporting and AI-driven optimization. As a result, SB&D saw a 163% increase in reseller leads, a 49% decrease in cost per lead, full partner adoption across dealers, and substantial time savings while gaining end-to-end visibility into campaign KPIs.

Stanley Black and Decker, Inc.

Vanessa van Herpen

Marketing Manager