Our Digital Marketing Strategy
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Understanding a Highly Technical, Low-Volume Buyer
PTS targets a specialized B2B audience with no consumer overlap, including electrical engineers, facilities managers, project managers, construction supervisors, procurement teams, and safety or compliance officers across sectors such as construction, data centers, utilities, healthcare, manufacturing, government, and disaster response. Forthea focused the strategy on high-intent, product-specific search terms to avoid irrelevant traffic in this narrow market.
Phase 1: Campaign Consolidation (July 2025)
The account Forthea inherited was troubled, with Primary, Secondary, and Tertiary campaigns featuring overlapping keywords, divided budgets, and diluted conversion signals. Forthea consolidated these into unified, segment-based campaigns (Accessories, Branded, DSAs, Products) across both Google and Microsoft. This streamlined approach improved data quality and increased signal volume for Smart Bidding. Updated bid strategies, including Manual CPC on Google and Enhanced CPC on Microsoft for Branded campaigns, helped maintain impression share on brand terms.
Phase 2: Vertical Expansion (August–October 2025)
Once the account was stabilized, Forthea identified unmet demand in compliance-driven searches related to NEC 70, NFPA 70B, and OSHA 70E. A dedicated Compliance Search campaign targeted this low-competition, high-intent segment, while DSA campaigns on both platforms transitioned to Maximize Conversions bidding as conversion data improved.
Phase 3: Full Restructure & New Vertical Launch (January–February 2026)
Forthea completely rebuilt the account, replacing legacy DSA and Product campaigns with three new campaigns aligned to PTS's product lines: Medium Voltage, Permanent, and Portable. Keywords and ad copy were updated to match the website and improve Quality Scores. Two new verticals were introduced: a Data Centers campaign for Power Distribution Units (PDUs) and a Chillers ad group, along with a Conquest campaign on both platforms to capture competitor search share. Monthly spend increased to $13,000 to support the expanded scope.
Precision Targeting & Continuous Refinement
Throughout each phase, Forthea relied on exact and phrase-match targeting and ongoing negative keyword management to keep account efficiency in a low-search-volume niche where broad match is ineffective. This disciplined approach contributed to conversion rates reaching 7.2% in peak months, which is exceptional for B2B paid search.
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