$231K Revenue on a Lean Budget:
New PPC Powerhouse Outshines Bunnings and Amazon AU.

About Prime Hardware

Prime Hardware is an up-and-coming player in the Australian hardware market, competing with industry giants like Bunnings and Amazon AU. Specialising in DIY hardware supplies and professional-grade tools, Prime Hardware caters to hobbyists and trade professionals. Despite its lack of PPC presence, Prime Hardware was determined to claim a significant share in Australia’s competitive hardware market.

Prime Hardware's Challenges

In January 2024, Prime Hardware engaged Zeal Digital to develop and implement a PPC strategy to deliver significant returns on a limited budget. With a small market share and competition from established giants like Bunnings and Amazon AU, we were challenged to build brand awareness from the ground up and gain visibility in targeted locations. Goals:

Double Monthly Revenue: Increase from $2,000 to $5,000+ within the first three months and scale to $20,000+ per month.
Increase Brand Visibility: Aim for a 25% impression share against Bunnings and Amazon AU in key regions like NSW, Victoria, Tasmania, and Queensland.
Drive Conversions: Generate 5,000+ clicks and 800+ conversions with a ROAS target of 300-500%

Our Approach

We developed a laser-focused PPC strategy aligned with Prime Hardware’s tight budget and business goals. The campaign targeted high-intent keywords and was designed to outsmart larger competitors like Bunnings and Amazon AU. Our approach centred around:

Keyword Targeting

We focused on high-intent, product-specific keywords such as “wholesale tools” and “discount hardware supplies,” capturing users closer to purchasing decisions.

Competitor-Based Targeting

Ads were strategically placed in auctions where Bunnings and Amazon AU dominated, allowing Prime Hardware to compete in the most critical regions.

Geo-Targeted Ads

We implemented location-specific ads for NSW, Victoria, Tasmania, and Queensland, tailoring the messaging and promotions to local audiences.

Ad Scheduling Optimisation

Ads were scheduled to run during high-traffic periods while avoiding low-performing times, ensuring the budget was used efficiently.

Strategy & Execution

Audience Segmentation: We divided our campaign into two segments—DIY consumers (aged 25-50) and trade professionals (aged 30-55)—allowing us to tailor ad copy and budget allocation based on each group’s needs. Location-Based Campaigns: We started with a $65/day budget for Parramatta (Sydney) with a target ROAS of 220%; scaled to NSW by May with a target ROAS of 270%; reached major metropolitan areas like Brisbane, Melbourne and Tasmania with a $50/day budget, eventually increasing to $80/day. Keyword Research & Targeting: We prioritised high-intent, product-specific keywords such as “wholesale tools,” “discount hardware supplies,” and other niche searches, ensuring the ads appeared for users closer to making purchase decisions. We also used competitor-based targeting, showing ads alongside major competitors like Bunnings to capture market share in the most competitive searches. Dynamic Ad Customisers: Dynamic ad customisers enabled the ads to change based on the user’s location, making the messaging more relevant and personal. For example, a user searching for “wholesale tools in Sydney” would see ad copy mentioning Sydney-specific offers, which increased click-through rates. Creative Offers and Incentives: We incorporated promotional offers like bulk order discounts and limited-time deals to encourage clicks and conversions.

Tangible Business Impact

Revenue Growth Monthly revenue reached $8,000 in February 2024, $13,000 by April, and $23,000 in May. By September 2024, we recorded a revenue conversion value of $231K.

Conversions & ROAS Secured 9,429 conversions, 72,577 clicks, and a ROAS of 840.10%, delivering a total revenue of $231,000 on an ad spend of $27.5K between January 2024 and September 2024.

Increase Brand Visibility Earned a 42% impression share, outperforming Bunnings (33%) and Amazon AU (33%) in key geographic regions, as demonstrated by the auction insights data.

Client Testimonial

Working with Zeal Digital has been a pivotal experience for us at Prime Hardware. We started with a local Parramatta-based Google Ads campaign in February 2024, and the results were fantastic! We consistently saw an increase in website orders and phone enquiries, which gave us the confidence to trust Zeal Digital to grow our brand and recognition across NSW. In less than 9 months since working with Zeal Digital, we’ve expanded our target market to include Brisbane, Melbourne, and Tasmania. The results have been so impressive that we’ve doubled our Google ad spend budget within 2-3 months of starting the new campaign. We’re thrilled with our progress so far and can’t wait to achieve even better results together.

Prime Hardware