Punch Technology
case study

OVerview

Punch Technology is a custom PC builder and supplier of B2B technology. They also have 2 other consumer brands that focus on custom gaming PCs.

  • The client wanted to boost sales and profitability across their brands while solving tracking challenges.

  • We rebuilt their Google Ads campaigns, optimised tracking with GA4 and implemented offline conversion tracking.

  • The result: 47% more traffic, 22% more conversions and a 5% reduction in cost per conversion.

Objectives

The client came to us with the objective of helping drive more sales and revenue through their paid media channels, while maintaining and increasing profitability. They wanted to achieve incremental growth across all brands.

The main challenge they faced was tracking performance across the brands. The 3 websites are all built on different platforms, and tracking needed to match the back-end performance, meaning it was hard to make decisions and see clearly which platforms were performing the best.

The activity

Before working on the account we had an immersion session where we got to understand more about the business, what are the best sellers and what products drive profitability. We audited all current marketing activity to understand what worked well, and how we can drive performance.

While we were rebuilding the Google Ads campaigns, in the background we worked on the eCommerce sales tracking. The client wanted to set up one source of truth for revenue attribution within GA4, across their different channels. Due to the higher volume of credit purchases in the Gaming PC space, the initial transaction value captured wasn’t necessarily the final revenue collected by the business. By setting up an offline conversion feedback process, we were able to provide a true reflection of marketing performance and showcase their true ROI.

We rebuilt the Google Ads campaigns and really focussed on providing clean and well-structured campaigns, mirroring the websites.

Performance Max campaigns

  • We built multiple performance max campaigns which were grouped via product types, and had asset groups based on pricing, product range , and specific brands and models

  • All campaigns were set to  maximise conversions or max conversion value bidding strategies

  • This allowed us to set specific targets at product group levels, allowing us to push or pull back budgets based on performance

  • Each asset group was built with select products and assets that matched the theme, leading to better engagement

  • Added in data signals to ensure we are reaching the right customers specifically those who are in the market for gaming PCs

Search campaigns

  • We followed the same methodology as the Performance Max campaigns- by structuring the campaigns around specific categories and products

  • Each campaign was built in a way where we could manage bids based on performance, which allowed us to be more aggressive when needed 

  • We monitored all campaigns based on profitability and ROAS so we could  understand which campaigns had room to grow and expand 

  • Once we had more data from the new tracking setup, we pushed this back into Google Ads. allowing the algorithm to work from accurate data allowed us to report on revenue figures and areas for improvement.

Results

(blended across all 3 brands)

47%

increase in traffic

22%

increase in conversions

38%

increase in conversion value

  5% 

decrease in cost per conversion