Case Studies / Kinase and Toolstation

Kinase Leverages Signal Enhancement to Drive
168% Lift in ROI for Toolstation

Industry

CPG

Products Utilized

Signal Enhancement, Budget Navigator, Custom Metrics

Region

EMEA

Challenge

Toolstation is one of Britain’s fastest growing suppliers of tools, accessories and building supplies to the trade, home improvers and self-builders. With a multi-channel offering, Toolstation customers can buy online, at over 450 branches across the UK and through their dedicated UK call centre.

The brand’s agency, Kinase, had originally been using Skai’s optimisation strategy to drive performance. However, with the rise of Smart Bidding, the agency wanted to test Google’s bidding strategy against Skai’s to see which achieved optimal results. 

Toolstation wanted to optimize toward Profits Margin, but this is not supported within Google. 

Solution

Only Skai could provide the client with their profit margin, so the agency needed a way to get their client’s true north conversion data into Google. Skai helped Kinase transfer the right data into Google using Signal Enhancement.

Signal Enhancement enhances the signals that the publisher’s bid strategies optimize towards by transferring your accurate conversion data directly from Skai to the publisher in real time. Having the right data in Google Search Ads was a game changer for Kinase and allowed them to optimize their client’s campaigns towards Profits Margin. Leveraging Signal Enhancement gave Kinase access to the best of both worlds: publisher automated bidding and real conversion data.

Results

As a result of Signal Enhancement, Toolstation’s ROI jumped 168% year over year. 

“At Kinase we’re always looking to deliver better performance and evolve KPIs—and in Skai we have the perfect technology partner to work with to deliver results. Working together with Toolstation, we were able to leverage data with layers of optimisation to keep on going further and prove over and over the value of data-driven digital marketing.”

David Reed, Account Director, Kinase

About Toolstation

Toolstation is one of Britain’s fastest growing suppliers of tools, accessories and building supplies to the trade, DIY home improvers and self-builders. With a multi-channel offering, Toolstation customers can buy online, at over 450 branches across the UK and through a dedicated UK call centre.

Learn more at www.toolstation.com

About Kinase

Kinase provides a range of highly effective performance marketing services including Paid Search, Social, Shopping & Feeds, Video and Display. They help companies grow faster and more efficiently through superior methodologies and constant innovation.

Learn more at www.kinase.co.uk

Feature Used

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