Google Ads and reseller acquisition for Intermaco, an IT wholesaler

Intermaco is an Argentine IT wholesaler. It sells hardware, components and peripherals to resellers and integrators across the country, not to the end consumer.

Wholesale has a specific problem online: the person searching is not buying for themselves, they are buying to resell, and nothing in a generic campaign speaks to them.

And the company had no structured way to reach them.

• A buyer who resells: margin, availability and terms matter more than the product sheet.
• A broad catalog: several product lines that compete for the same budget if they share a campaign.
• Untraceable leads: no way to tell which spend produced which contact.

A wholesaler that advertises like a retailer pays retail prices for the wrong clicks.

We separated the account by product line and tied every campaign to a destination built for the reseller, so each peso of budget had one job.

Campaigns split by line

• Search campaigns with their own keywords and ads per product line.
• No shared budget between lines, so the strongest one does not starve the rest.

Destinations written for the buyer who resells

• Pages with availability, terms and the arguments a reseller actually weighs.
• Contact forms aimed at opening an account, not at a one off purchase.

Measuring what the money buys

• Conversion tracking per campaign and per keyword, with monthly reporting.
• Optimization month over month on the evidence, not on intuition.

Architecture and technology

• Google Ads search account structured by product line, with its own site as the destination.
• Event based measurement on every call to action, reported monthly.

Learn more about digital marketing.

The wholesaler got a channel that brings in resellers and shows where each one came from.

Starting point

• No structured acquisition channel for resellers.
• No way to attribute a lead to a campaign or a keyword.

What was achieved

• Search campaigns separated by product line, each with its own ads and keywords.
• Destinations written for the reseller audience rather than the end consumer.
• Per campaign and per keyword conversion tracking with monthly reporting.
• Optimization cycles based on measured performance.

Strategic impact

• Splitting by line turns one blurry account into several readable ones.
• Attribution is what makes the next month's budget a decision instead of a guess.