Case Study

CustomStickers.co.nz

Industry: Commercial Labels, Stickers & Vehicle Signage

Services:

  • Google Ads

Primary Objective

  • Generate more high-value B2B enquiries
  • Improve lead quality
  • Reduce acquisition costs

How CustomStickers.co.nz sharpened its Google Ads to reach more commercial buyers.

Auckland-based CustomStickers.co.nz was generating enquiries, but not enough from the commercial buyers who drive long-term growth. By refocusing Google Ads around commercial intent, Expand Online lifted click-through rate by more than a third and brought in a steady flow of enquiries at a lower cost per lead, reaching fewer people but the right people.
0
+
enquiries in 12 months
0
%
Reduction in Cost-Per-Lead
0
%
Increase in account CTR
Natalie Cooper

"Sarah has totally transformed our Google Ads results so that we are now consistently seeing positive returns. Before getting Expand Online onboard our return on ad spend was always negative, and I mean every single month was negative, for YEARS. Sarah has worked with us to improve conversion tracking and refreshed all our campaigns so they are now returning profits for us."

Natalie Cooper
Owner-Operator, CustomStickers.co.nz
Van with 'Best Ugly Bagels' branding in a parking lot

The Challenge

Great Product, Wrong Audience

Prior to April 2025, Custom Stickers's Google Ads account struggled with unreliable conversion attribution. Furthermore, the existing campaign structure captured a significant volume of low-intent consumer retail traffic rather than the high-volume B2B buyers the business was after. This misaligned targeting resulted in measurable inefficiencies in ad spend and a lack of clear performance data.

The Approach

Chase serious buyers, not clicks.

The challenge was attracting the right buyers. Expand Online restructured the Google Ads account to focus on commercial intent, shifting attention away from casual browsers and one-off retail purchases and towards businesses ordering at scale. Campaign targeting, ad messaging and keyword strategies were refined to better align with the needs of commercial customers.

By emphasising local manufacturing, fast turnaround times and bulk production, the campaigns became more relevant to the audiences most likely to generate ongoing value for the business. Every optimisation was measured against a single objective: improving lead quality and increasing enquiry volume without increasing ad spend.

The Result

Sharper targeting, stronger response.

As the account matured, enquiries shifted toward faster contact channels, more calls and live chat and fewer forms, a pattern typical of commercial buyers who want a quote rather than a browse.

Over a 12-month period, compared with the 12 months prior, CustomStickers.co.nz achieved account-wide:

  • 35% increase in click-through rate — more of the right buyers engaging with the ads
  • 600+ niche B2B lead enquiries in 12 months — calls, quote forms and live chat, all from businesses that need custom branding and signage
  • 13% lower cost per lead — more enquiries without raising the cost to win them

Data comparison: 12 months since Expand Online took over campaign management, compared with the 12 months prior.

Why This Worked

Many Google Ads campaigns chase clicks rather than commercial outcomes. By aligning targeting, messaging and campaign tactics around commercial buying intent, CustomStickers.co.nz reached more of the customers that matter most to the business.

The result was not simply more traffic, but a steady flow of enquiries from the buyers the business was built to serve, and, in the client's words, campaigns that now return a profit.

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