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Fab Cartridges: Printing a new path for growth

fab cartridges website

Fab Cartridges are suppliers of genuine cartridges, compatible ink, and toner cartridges in New Zealand. 

They were a business with great products but had a frustrating inability to translate that into predictable online success.

What was their problem?

Fab Cartridges faced a familiar challenge. A track record of digital marketing efforts that failed to deliver the desired results. Despite previously investing in online campaigns with various agencies, they found themselves stuck in a cycle of underperformance. They were struggling to achieve the growth they knew was possible. 

When Fab Cartridges came to us (at SLAM Strategy), it was clear what their pain points were. Their campaigns were missing the strategic insight and careful management essential for effectively boosting sales.

Their needs

  • Achieve and consistently maintain a 6x Return On Ad Spend (ROAS)
  • Online advertising that was not only generating sales but doing so profitably
  • Develop a scalable, performance-driven strategy
  • Drive immediate and measurable online results

What we did

Google Ads and PPC

To address the limitations of Fab Cartridges' previous campaigns, we crafted a comprehensive Google Ads strategy. The strategy focused on high-value items like printers and OEM (Original Equipment Manufacturer) products as they had greater margins to increase the average order value and ROAS. 

Our method went beyond merely managing ad spend. We also created value packs to upsell people to increase the basket size of orders. 

We created a system aimed at delivering both immediate results while fostering sustainable, profitable growth in the long run.

Google Ads

Google Shopping

We developed and optimised their Shopping campaigns, strategically showcasing their catalogue of high value products to attract potential customers. This approach was essential for generating high-intent traffic to the product pages. 

Google Search Ads

We implemented targeted Search Ads to engage potential customers who were actively searching for solutions. This strategy allowed us to bid on high-value keywords and secure prominent placement at the top of search results for relevant search terms. 

Remarketing

To maximise profitability and enhance customer lifetime value, we launched a remarketing campaign. This was designed to reconnect with previous customers of Fab Cartridges. The initiative prompted them to return for their next cartridge purchase, reinforcing their loyalty to the brand.

The challenges

The main challenge was the low-margin nature of Fab Cartridges’ products. This posed a significant obstacle as we required a much larger advertising budget to effectively establish a sales funnel and drive sustainable long-term sales growth.

The initial challenge was to convince them of the necessity to invest in order to achieve their goals. We implemented a pay-for-performance model that aligned our success directly with theirs. This gave them the confidence to increase their budget, and the results spoke for themselves.

The results

The strategic investment and complete overhaul of their campaign produced measurable outcomes, effectively turning around their prior challenges.

Within just 10 weeks, we exceeded expectations with a 1,100% ROAS, transforming their advertising from a mere cost centre into a powerful revenue generator.

Our efforts also led to a huge 295% increase in conversion rate compared to the previous month. This showed us that the traffic we generated was not only substantial but also highly motivated to make purchases.

We experienced a 149% increase in conversion value compared to the previous month, showing that our efforts not only generated more sales but also significantly enhanced the total revenue from those sales.

 

Conclusion

Fab Cartridges came to us with a clear problem. Their previous digital marketing efforts were failing to produce the profitable growth they were after.

In just 10 weeks, we achieved a significant impact. The results not only confirmed the effectiveness of the strategy but also built the trust and confidence necessary to scale.

The campaign’s success demonstrated that with the right strategy and the right agency, you can achieve both profitable and sustainable growth.

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