5.87x
Return on ad spend in ten months
A digital pipeline built across direct e-commerce and assisted business sales.
POWER SOLUTIONS · PERFORMANCE COMMERCE
5.87x ROAS in ten months, with two buying journeys.
Numeric wanted to turn a largely offline UPS category into an accountable digital sales engine. We built separate paths for home and business buyers, then connected search, shopping, retargeting and real-time assistance.
See how we got there- Category
- Power backup and UPS systems
- Scope
- Google, Meta, commerce UX and chatbot
- Objective
- Build website-led sales
- Engagement
- Ten-month launch and scale
revenue on ad spend
from launch to result
of media focused on Google
two journeys in one system
01 · THE BRIEF
Build an online sales engine for an offline-first category.
The demand existed. The digital buying journey had to make a technical product easier to choose.
Numeric is a leading UPS manufacturer serving homes and businesses. The brand had launched a new website and wanted digital media to produce accountable sales through it.
Success required more than traffic. Product selection, purchase and pre-sale questions all had to work for two very different customer types.
THE GROWTH QUESTION
How do you sell a considered technical product online to both a household and a business buyer?
02 · THE CONSTRAINT
Three frictions stood between potential and scale.
An offline buying habit
The category was established in retail, while the digital path still had to earn trust and prove its commercial value.
Complex product selection
Users needed help matching power needs, product specifications and use cases before they could transact confidently.
Two distinct sales journeys
Home users could buy directly, while business prospects often needed real-time guidance and assisted conversion.
“Performance improved when media answered intent and the website answered uncertainty.”
03 · THE SYSTEM
Capture demand, clarify the product and assist the harder sale.
The media plan and buying experience were designed together, with a different conversion path for each audience.
Own high-intent search
Google Search captured product and problem-led demand from buyers already evaluating backup solutions.
Scale product discovery
Shopping and Performance Max made the catalogue visible while keeping optimisation tied to commerce outcomes.
Split home and business
Home users moved toward direct checkout. Business users were guided toward selection and assisted conversion.
Close the uncertainty gap
A chatbot handled product questions in real time, while Meta supported retargeting and brand awareness.
Power need→
Product match→
Search + shopping→
Chatbot or checkout→
Revenue signal
Google carried 90% to 95% of media
Meta used for awareness and retargeting
Chatbot added for product assistance
04 · THE OUTCOME
5.87xRETURN ON AD SPEND IN TEN MONTHSOne digital system served direct buyers and complex business enquiries.
Across the first ten months, campaigns generated 5.87x revenue compared with ad spend from B2B and B2C orders.
Search and shopping established a dependable digital pipeline, while real-time assistance improved the experience for customers who needed help before choosing a UPS.
05 · WHY IT WORKED
The result came from a system, not a single tactic.
Intent led the media mix
Search and shopping met buyers at the moment a backup need became active.
Journeys reflected the product
A technical catalogue demanded more guidance than a generic e-commerce funnel could provide.
Assistance became conversion UX
The chatbot connected business questions to the sales path without slowing direct buyers.
The pipeline grew when product complexity was designed into the acquisition system.
YOUR NEXT GROWTH CHAPTER
Selling a considered product through digital channels?
Bring us the catalogue, the customer questions and the sales journey. We will help you turn intent into an accountable pipeline.
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