Case Study: Hancocks achieves a 436% increase in conversions with Salience PPC

Hancocks boosts conversions 436% with Salience

Hancocks, a B2B confectionery wholesaler, struggled to increase its advertising spend while maintaining a target return on ad spend (ROAS). Their Google Ads account was over-reliant on brand performance, and their non-brand campaigns were poorly configured and ineffective. They faced the additional challenge of being unable to use Shopping campaigns. Salience was tasked with strategizing a new PPC campaign to significantly increase non-brand conversions and their value.

Salience implemented a creative strategy using Dynamic Search Ads to replicate a Shopping-like experience within the Google Search campaign format. This approach involved targeting specific product categories and trends while using negative keywords to control intent and prevent brand crossover. The solution turned their non-brand setup into a scalable acquisition engine, driving a 436% increase in conversions and a 63% improvement in efficiency for Hancocks.

Hancocks