B2B Google Ads by product line for Cale Vial, a fuel distributor

Cale Vial is the fuel, asphalt and lubricant distributor of Cale Group, an Argentine holding company. It sells to companies across the country and had never advertised online.

In industrial B2B the buyer is not one audience: a haulier, a construction firm and a farm operator search in different words and buy for different reasons.

Putting all of them in one campaign means speaking to none of them.

• No digital track record: no campaigns, no data, no baseline.
• Four audiences: transport, construction, agriculture and power generation.
• Product lines that do not mix: fuel, lubricants, fuel haulage and asphalt.

And a first campaign with no structure spends its budget learning what a brief could have told it.

We started from a brief that defined the audience and the competitive edge, and turned that into one campaign per business line instead of one campaign for the company.

The brief first

• Target audiences defined: transport companies, construction firms, agriculture and generator set operators.
• Competitive edge stated: financing, quality controlled with sampling on every delivery, and year round supply.

One campaign per line

• Search campaigns live since February 2021, with their own ads and keywords for fuel, lubricants, fuel haulage and asphalt.
• A campaign targeting competitor searches, and a brand display campaign for visibility among B2B buyers.

Optimize and report

• Month over month optimization with monthly reporting per campaign and per keyword.
• Banners designed for the campaigns, and a series of informational newsletters to the existing client base between April and May 2021.
• Paid media brings in new contacts while the newsletter holds the relationship with those who already buy.

Architecture and technology

• Google Ads search account split by business line, plus competitor and brand display campaigns.
• Monthly performance reporting per campaign and per keyword.

Learn more about digital marketing.

The first digital campaign in the company's history multiplied conversions while lowering the cost of each click.

Starting point

• 0.68% conversion rate and 2 conversions in March 2021.
• 292 clicks that month, with no prior digital advertising.

What was achieved

• 1.69% conversion rate in April 2021, holding at 1.59% in May and 1.27% in June.
• 14 conversions in April and 11 per month in May and June.
• 38 conversions and 2,680 clicks between March and June 2021.
• 868 monthly clicks by June, up from 292 in March.
• Search click through rate between 5.5% and 5.9%, peaking at 7.3% to 7.4% on asphalt.
• Average cost per click 21% lower in June than in March.
• Over 137,000 brand display impressions in June 2021.

Strategic impact

• Splitting by line is what let asphalt show a 7.4% click through rate instead of disappearing into an average.
• More conversions at a lower cost per click means the structure improved, not just the budget.