CASE
Metain
Metain supplies fastening materials to construction and engineering. Demand is high, but product categories and product variants were not being found well enough online. We used SEO and SEA to make category pages perform better and to generate more orders and quote requests with Shopping and Performance Max.
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▲ More organic traffic to category pages
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▲ More orders and quote requests from SEA
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▼ Lower cost per conversion in Shopping
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▲ More visibility on product and brand terms
“Metain is now found better for the right products and sizes. We see this reflected in orders and requests.”
SEA
Shopping and Performance Max run on a cleaned product feed with correct GTINs, variants and applications. Campaigns are split by category and supplemented with long-tail search campaigns. Extensions drive traffic to top categories and promotions. Result: more revenue-generating traffic, −28% cost per conversion and higher impression share on priority categories.
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The cost per conversion for Metain has dropped by 28% thanks to our campaigns!
Step 1: Define targeted strategy
First, we set up a SEA campaign and optimized the website to boost conversions. This involved making the website user-friendly and focused on achieving direct results.
Step 2: Create campaigns and ads
Parallel to the SEA campaign, we launched a social media campaign targeting a special landing page. This page featured a unique value proposition in the form of an attractive offer, aimed at increasing direct conversions.
Step 3: Continuously optimize
Through constant monitoring, data collection, and analysis of visitor behavior on the landing page, we continuously optimized the campaigns. This enabled us to quickly respond to insights and further improve conversion rates.
Step 4: Reporting
By tracking the results of both campaigns and making strategic adjustments, we were able to reduce conversion costs and achieve significant growth in the number of appointments.
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SEO
SEO for Metain focused on findability of categories and variants. We sharpened the structure per product group, with clear H1s, titles and filter labels. Internal links connect category, subcategory and product detail, so both users and search engines reach the right assortment faster.
The content was expanded with short selection guides and knowledge articles. Think of installation guides, material advice and frequently asked questions about size, substrate and standards. This way category pages better match search intentions like “anchor bolt M10 concrete”, “stainless steel A2 screws” and brand combinations.
Technically, we improved Core Web Vitals and added structured data for Product, Offer and Breadcrumb. This delivers higher visibility for product and brand terms, more entry points via categories and better click-through to product detail pages.
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Metain is now in the top 3 for visibility.
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Organic traffic to the website has increased by 71%.
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Engaged sessions have increased by 52%!
This is how we do it!
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CONCLUSION
With a strong SEO foundation and a compact but targeted SEA setup, Metain’s findability grows and orders and quote requests increase, at lower cost per conversion. The focus on category structure, long-tail variants and a clean product feed ensures sustainable growth in a competitive market.
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▲ conversion increase
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