Polymershapes

An industry-leading distributor of plastic sheet, rod, tube, film and related products, backed by more than seven decades of industry expertise.

When I took over the Google Ads account, it was clear a full overhaul was needed. Many campaigns had been duplicated from existing setups, leaving a cluttered structure, inconsistent organization and no strategic cohesion.

The plan was simple:

• Improve communication with Profit Center Managers (PCMs)
• Build a framework for consistent campaign management
• Increase B2B and B2C lead quality on a lower ad budget

The first step was meeting with profit center managers to understand each location's business, goals and challenges. Those conversations surfaced three key inputs for every location:

• Their advertising budget
• The most popular and successful product groups to advertise
• Their goals as a profit center

With a plan for each profit center, the focus shifted to rolling out a tailored strategy at scale. Every location received a full audit, followed by recommendations to address its biggest opportunities.

After the optimizations went live, consistent communication with the client and profit center managers stayed essential. As product availability changed, new products launched or goals shifted, the strategy had to adapt.

Bi-weekly performance meetings with reporting kept campaigns aligned with business goals and made sure adjustments happened proactively.

After key optimizations and a strong account structure, the account saw a 24% increase in conversions. It nearly doubled during my time managing it, growing from 60 to more than 110 campaigns and adding over 50 profit center locations (+83%).

The end result: a lead generation machine supported by consistent client communication, streamlined processes and highly satisfied profit center managers.