F.W. Webb is a leading wholesale distributor serving the plumbing, heating, HVAC, and industrial supply markets across the Northeast. With a deep product catalog and strong regional footprint, the company supports professional buyers with complex, high-consideration purchasing needs.
Despite this scale, paid search had not been fully activated as a growth channel.
Initially, PPC investment was minimal, limiting the channel’s impact and leaving incremental revenue untapped. As we looked to significantly scale the program, it was important that the increased investment drove incremental, profitable growth.
With a large and diverse product catalog (over 200,000 products), not all products had the same gross margins or contributed equally to profitability. Without clear prioritization, paid search risked over-investing in high-cost, low-margin products rather than driving incremental profit.
The opportunity was clear: validate PPC as a scalable growth channel by prioritizing high-margin products and partnering closely with F.W. Webb’s marketing and analytics teams to apply business and profitability data directly to paid search decision-making.
We rebuilt the PPC program around efficiency, margin contribution, and new customers.
First, we expanded and diversified the campaign portfolio, testing multiple campaign types to identify top-performing products and campaign structures. This allowed us to isolate where paid media could drive the strongest returns and reduce investments in underperforming areas.
As performance patterns emerged, we selectively increased investment—scaling only in areas that maintained strong efficiency and profitability. Throughout the process, we provided ongoing consultation and hands-on support for product feed management to ensure high-margin products were consistently prioritized across campaigns.
This approach ensured that growth was intentional, measurable, and sustainable.
By prioritizing higher margin products, paid search became a significant, reliable driver of incremental revenue.
The refined strategy drove significant revenue growth (+399%) while improving efficiency (+21%), demonstrating how focused product prioritization can scale performance without compromising ROI.
The Synapse team has been a vital integrated partner in our growth strategy. By focusing strictly on profitability and data-driven insights, they’ve helped us optimize our PPC program to a degree we hadn’t reached before. Their ability to scale the account significantly while maintaining a sharp eye on our bottom line has made them an integral extension of the F.W. Webb marketing team.
24 School Street, 2nd Floor
Boston, MA 02108
(781) 591-0752
(860) 880-8865
Synapse is an AI-first performance marketing agency specializing in paid search, SEO, content marketing, social media, analytics and CRO.
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