Client Overview

SurPrep Sanding is a B2B and D2C industrial brand specializing in surface preparation and sanding solutions. Google Ads is a critical acquisition channel for capturing high-intent, purchase- ready search demand in a competitive industrial market.

The Challenge(Before Ebizon Took Over)

Prior to the handover:

The account was generating volume, but efficiency had room for improvement Click growth was not translating proportionally into revenue growth CPCs were higher than necessary due to suboptimal bidding and relevance Budget utilization lacked precision, limiting ROAS upside

The goal post-handover was not aggressive scaling, but efficiency correction and profitable growth.

Approach After Takeover(Mid-Nov 2025 Onwards)

1. Immediate Account Restructuring

• Refined keyword match types to prioritize high- intent commercial queries
• Removed inefficient or irrelevant search terms draining spend

2. Ad Relevance & CTR Optimization

Improved keyword-to-ad alignment Clearer value propositions aligned with industrial buyer intent Resulted in stronger engagement and Quality Score lift

3. Smarter Bidding & Budget Control

Optimized bids to reduce CPC without sacrificing impression share Focused spend on keywords with proven conversion value Avoided aggressive budget inflation during transition

4. Efficiency-First Scaling

Scaled traffic only where conversion value justified it Balanced reach growth with profitability signals

Objectives After Takeover

• Improve auction visibility without overspending
• Increase click quality and demand capture
• Reduce CPC through better bidding and Quality Score improvements Grow conversion value
• faster than spend Strengthen ROAS while maintaining scale

Performance Comparison

Last 2 Months (PreviousAgency)vsFirst2Months(Ebizon Management)

Key Performance Shifts

• Impressions: +15.1% → Improved auction visibility and reach
• Clicks: +37.2%→ Click growth far outpaced impression growth, indicating much stronger relevance and intent capture
• Spend: +10.3%→ Carefully controlled increase with no aggressive budget inflation
• Conversion Value: +25.3% → Revenue grew more than 2× faster than spend
• CTR: +0.85 percentage points (+19.3%) → Clear signal of improved ad relevance and Quality Score
• Average CPC: –19.6% → Strong bidding efficiency and reduced auction pressure
• ROAS: +434 points (+13.6%) → Improved return despite higher traffic and spend

Live Performance Snapshot (Post-Takeover Months)

• Monthly Spend: ~$3.9K–$4.1K
• Monthly Conversion Value: $127K–$162K
• ROAS Range: 3,112% – 4,130%
• CTR Peak: 5.50%
• Lowest Avg. CPC: $0.43

This confirms high-intent industrial demand paired with efficient Google Ads execution.

Business Impact

Revenue efficiency improved immediately after agency transition CPC reduction unlocked scalable headroom without margin pressure Stronger ROAS built confidence for future budget expansion Account moved from “volume-driven” to profit-led performance

Key Takeaway

This turnaround was driven by relevance, not spend. By correcting bidding inefficiencies, improving keyword intent alignment, and tightening budget control, SurPrep Sanding achieved higher revenue, lower CPCs, and stronger ROAS within weeks of the takeover.