The challenge
Engineered Flexible Products had grown through word-of-mouth and trade relationships, but their digital advertising was fragmented. Google Ads and Meta campaigns were managed independently with no shared brand rules, no repeatable creative process, and no mechanism to learn from one channel’s performance and apply it to another.
Spend decisions were reactive—based on last month’s gut feeling rather than data. Creative was inconsistent across platforms, and the team had no visibility into which customer segments were actually converting versus which ones they assumed were converting.
The approach
- Implemented the Fully Managed Growth plan with unified brand governance
- Rebuilt Google Ads search + PMax around high-intent keyword clusters
- Shifted Meta from broad prospecting to controlled creative testing tied to real SKU and use-case signals
- Used campaign intelligence to surface customer segments EFP wasn’t pricing or positioning for
- Informed product focus, landing page hierarchy, and sales routing from ad performance data
The outcome
EFP moved from ad-hoc channel tweaks to a governed system. Campaign intelligence didn’t just improve ad performance—it surfaced business decisions: which segments to prioritize, which products to feature, and how to route leads based on intent signals. Waste decreased, lead quality improved, and the team scaled output without adding headcount.