[{"data":1,"prerenderedAt":265},["ShallowReactive",2],{"case-study-painters-tape-brand-generic-head-term-en":3,"case-study-blocks-83f4fa55-2535-4447-aea7-67253f353730-en":27,"reviews-all-83f4fa55-2535-4447-aea7-67253f353730-any-en":166,"case-study-category-ancestors-tools-and-home-improvement\u002Fpaint-and-supplies-en":167,"services-by-ids-b2229fd7-1f99-4a26-ad08-d1113955c798,c89127c7-631c-451f-bf13-3681edd0f3c4-en":180,"case-studies-by-ids-487ece3d-5c4c-410f-9eaf-8966925f919a,77f751a7-cf29-4d96-970c-f2bf1a241f27,be62b9b0-27c1-4ed1-bdf6-664214a3ce6b,7463b829-9ce8-4656-8056-5178dff0d360-en":204},{"id":4,"slug":5,"cover_image":6,"brand_name":7,"is_anonymized":8,"period_months":9,"is_enabled":8,"sort_order":10,"last_modify":11,"created_at":12,"updated_at":13,"locale_code":14,"title":15,"headline_metric":16,"summary":17,"meta_title":18,"meta_description":19,"service_ids":20,"published_at":11,"category_id":23,"category_slug":24,"category_path":25,"category_name":26,"category_is_enabled":8},"83f4fa55-2535-4447-aea7-67253f353730","painters-tape-brand-generic-head-term","case-studies\u002Fpainters-tape-brand-generic-head-term-1790060651183.webp",null,true,9,1509,"2026-09-22","2026-09-22T11:13:31.356299+00:00","2026-09-22T11:13:31.504874+00:00","en","When the category's head term is a competitor's brand name","Non-brand organic revenue +264%","Shoppers do not search for painter's tape, they search for a market leader's brand name used as a generic word. Growing without touching that term meant building demand on descriptors instead.","Painter's Tape Keyword Case Study","How a paint supplies brand grew non-brand organic revenue 264% in a category where the head search term is a competitor's own brand name.",[21,22],"b2229fd7-1f99-4a26-ad08-d1113955c798","c89127c7-631c-451f-bf13-3681edd0f3c4","75f574da-8f7a-4669-913b-e1fbd163ccc2","paint-and-supplies","tools-and-home-improvement\u002Fpaint-and-supplies","Paint & Supplies",[28,53,80,87,94,122,132,138,149,155],{"id":29,"case_study_id":4,"type":30,"position":31,"is_enabled":8,"config":32,"locale_code":14,"data":33},"d27bdf51-cec5-4d19-9e65-2997fd7d518e","snapshot",1,{},{"items":34,"title":52},[35,37,40,43,46,49],{"label":36,"value":26},"Category",{"label":38,"value":39},"Marketplaces","US",{"label":41,"value":42},"Revenue at start","$67k \u002F month",{"label":44,"value":45},"Context","Category head term is a rival's trademark",{"label":47,"value":48},"Engagement","Listing SEO + PPC",{"label":50,"value":51},"Timeframe","9 months","",{"id":54,"case_study_id":4,"type":55,"position":56,"is_enabled":8,"config":57,"locale_code":14,"data":58},"4632c957-a446-45ca-9464-f3809728521b","metrics",2,{},{"items":59,"title":52},[60,65,70,75],{"after":61,"delta":62,"label":63,"before":64,"is_highlight":8},"$51k \u002F mo","+264%","Non-brand organic revenue","$14k \u002F mo",{"after":66,"delta":67,"label":68,"before":69},"$143k","+113%","Monthly revenue","$67k",{"after":71,"delta":72,"label":73,"before":74},"990","+450%","Ranking descriptor keywords","180",{"after":76,"delta":77,"label":78,"before":79},"24%","-17 pts","ACoS","41%",{"id":81,"case_study_id":4,"type":82,"position":83,"is_enabled":8,"config":84,"locale_code":14,"data":85},"1d39ffa1-e409-41eb-9cb8-31c13c218a31","challenge",3,{},{"title":52,"markdown":86},"In this subcategory the word people type is not a product description, it is a company. Decades of advertising have turned one brand into the generic term, and the search volume is distributed accordingly: an enormous head term that belongs to somebody else, then a long, thin tail of actual descriptions.\n\nThe brand had built its entire keyword strategy around the head term anyway, ranking nowhere and paying dearly for the few clicks it won — clicks from shoppers who had typed a competitor's name and were, reasonably, looking for that competitor. Everything left after the head term was written off internally as “too small to bother with”, which was a judgment made about individual terms rather than about their sum.",{"id":88,"case_study_id":4,"type":89,"position":90,"is_enabled":8,"config":91,"locale_code":14,"data":92},"94a1c882-1a49-4956-9b58-8cc405793c21","approach",4,{},{"title":52,"markdown":93},"We built the demand the head term does not capture.\n\n- **The descriptor space mapped exhaustively** — surface, edge quality, days of clean removal, indoor and outdoor use, width — each small, each specific, together substantial.\n- **A listing architecture per descriptor cluster**, so each product answers one description precisely rather than every product claiming all of them.\n- **Budget withdrawn from the head term entirely** for six months, which freed roughly a third of the spend for terms the brand could actually win.\n- **Review language fed back into copy** — the phrases customers use for a clean edge turned out to be the descriptor vocabulary, verbatim.",{"id":95,"case_study_id":4,"type":96,"position":97,"is_enabled":8,"config":98,"locale_code":14,"data":99},"28d37ef1-a868-4827-94ab-29b7f3337428","timeline",6,{},{"title":52,"phases":100},[101,108,115],{"items":102,"label":106,"title":107},[103,104,105],"Every descriptor term sized and clustered","Head-term spend and its true conversion rate isolated","Baseline non-brand organic revenue measured","Months 1–2","Quantify the tail",{"items":109,"label":113,"title":114},[110,111,112],"Listings restructured one cluster per product","Head-term bids withdrawn, budget moved to descriptors","Descriptor ranking keywords past 600","Months 3–6","Rebuild and defund",{"items":116,"label":120,"title":121},[117,118,119],"Organic descriptor revenue overtakes paid","ACoS settles at 24%","Head term re-entered at a small defensive budget only","Months 7–9","Compound",{"id":123,"case_study_id":4,"type":124,"position":125,"is_enabled":8,"config":126,"locale_code":14,"data":129},"a8fa3f31-50cd-4e01-aa3c-95fc20a569ce","media",8,{"images":127},[128],"case-studies\u002Fdashboards\u002Fpainters-tape-brand-generic-head-term.webp",{"title":130,"caption":131},"Inside the ad account","Anonymized account view, rebuilt from the figures reported above: ad sales growing from $30k to $62k a month while ACoS falls from 41% to 24% across the 9-month engagement.",{"id":133,"case_study_id":4,"type":134,"position":9,"is_enabled":8,"config":135,"locale_code":14,"data":136},"fe0319f3-4d94-45dc-a3de-910278887730","results",{},{"title":52,"markdown":137},"Non-brand organic revenue grew from $14k to **$51k a month** and total revenue doubled, without ever ranking for the term that dominates the category — which is a competitor's brand name, and therefore a word this brand could not have put in its listing anyway.\n\nThe descriptor footprint went from 180 ranking terms to 990. Individually none of them matter; collectively they now produce more revenue than the head term ever did, at an ACoS seventeen points lower — because a shopper searching for a competitor by name was never going to be a cheap conversion.",{"id":139,"case_study_id":4,"type":140,"position":141,"is_enabled":8,"config":142,"locale_code":14,"data":143},"fe4f4ca7-cf39-4738-8a13-6c49147cdb0c","quote",10,{},{"items":144,"title":52},[145],{"role":146,"text":147,"author":148},"Paint supplies brand","We spent years trying to rank for a word that is legally somebody else's. The customers who describe what they want were sitting there uncontested.","Founder",{"id":150,"case_study_id":4,"type":151,"position":152,"is_enabled":8,"config":153,"locale_code":14,"data":154},"eef37728-2215-469e-bf1c-451a6a4e0f3d","service_ref",11,{},{"title":52},{"id":156,"case_study_id":4,"type":157,"position":158,"is_enabled":8,"config":159,"locale_code":14,"data":165},"05786e9a-143f-47bd-997d-16ddd44b983c","case_ref",12,{"ids":160},[161,162,163,164],"487ece3d-5c4c-410f-9eaf-8966925f919a","77f751a7-cf29-4d96-970c-f2bf1a241f27","be62b9b0-27c1-4ed1-bdf6-664214a3ce6b","7463b829-9ce8-4656-8056-5178dff0d360",{"title":52},[],[168],{"id":169,"parent_id":7,"path":170,"slug":170,"sort_order":171,"is_enabled":8,"is_priority":172,"last_modify":11,"created_at":173,"updated_at":173,"locale_code":14,"name":174,"title":175,"subtitle":176,"intro":7,"meta_title":177,"meta_description":178,"case_count":179},"73eff6eb-2a94-4e59-aa88-11dcd9ff51db","tools-and-home-improvement",105,false,"2026-09-22T11:13:31.187156+00:00","Tools & Home Improvement","Amazon Tools & Home Improvement Case Studies","Real campaigns we ran for tools & home improvement brands on Amazon — what was broken, what we changed and what it moved.","Tools & Home Improvement Case Studies","See how our Amazon agency grows Tools & Home Improvement brands: the challenge, the work we ran and the numbers it moved.",14,[181,193],{"id":21,"slug":182,"icon":183,"hero_image":184,"is_enabled":8,"sort_order":83,"last_modify":185,"created_at":186,"updated_at":187,"locale_code":14,"name":188,"title":189,"subtitle":190,"meta_title":191,"meta_description":192},"amazon-listing-seo","i-lucide-search","service\u002Famazon-listing-seo-1785511614770.svg","2026-08-14","2026-07-29T14:13:30.127513+00:00","2026-08-14T08:43:13.682542+00:00","Amazon Listing SEO","Amazon listing optimization that ranks and converts","Keyword-rich titles, bullets, and backend terms built for Amazon's search algorithm and its new AI shopping assistant, Rufus — so more shoppers find you and more of them buy.","Amazon Listing Optimization & SEO","Amazon listing optimization & SEO — keyword research, titles, bullets, backend terms and Rufus-ready content that lifts rank and sales. Get your growth plan.",{"id":22,"slug":194,"icon":195,"hero_image":196,"is_enabled":8,"sort_order":31,"last_modify":185,"created_at":197,"updated_at":198,"locale_code":14,"name":199,"title":200,"subtitle":201,"meta_title":202,"meta_description":203},"amazon-ppc-management","i-lucide-target","service\u002Famazon-ppc-management-1785511595551.svg","2026-07-29T14:12:15.748121+00:00","2026-08-14T13:00:28.764226+00:00","Amazon PPC Management","Amazon PPC management that grows profit, not just spend","We build and run Sponsored Products, Sponsored Brands, and Sponsored Display campaigns around your margins — cutting wasted spend and scaling the keywords that convert.","Amazon PPC Management Services","Full-funnel Amazon PPC management — Sponsored Products, Brands & Display plus AMC insights. We cut ACoS and scale converting keywords. Get your growth plan.",[205,220,236,250],{"id":161,"slug":206,"cover_image":207,"brand_name":7,"is_anonymized":8,"period_months":141,"is_enabled":8,"sort_order":208,"last_modify":11,"created_at":12,"updated_at":13,"locale_code":14,"title":209,"headline_metric":210,"summary":211,"meta_title":212,"meta_description":213,"service_ids":214,"published_at":11,"category_id":216,"category_slug":217,"category_path":218,"category_name":219,"category_is_enabled":8},"tool-storage-first-order-payback","case-studies\u002Ftool-storage-first-order-payback-1790060651183.webp",1510,"A category with no second purchase needs a different arithmetic","Profit per order +90%","Tool chests are bought once a decade. The account had been run on customer-lifetime logic that this catalog simply does not have, and it was quietly losing money on growth.","Tool Storage First-Order ROI Case","How rebuilding a zero-repeat tool storage account around first-order payback lifted profit per order 90% while revenue still grew 44%.",[215,22],"a507b11d-88fb-4b74-98a2-0661de716593","c7841d9a-9546-4dc2-8629-849cf5d38575","tool-storage-and-organization","tools-and-home-improvement\u002Ftool-storage-and-organization","Tool Storage & Organization",{"id":162,"slug":221,"cover_image":222,"brand_name":7,"is_anonymized":8,"period_months":158,"is_enabled":8,"sort_order":223,"last_modify":11,"created_at":12,"updated_at":13,"locale_code":14,"title":224,"headline_metric":225,"summary":226,"meta_title":227,"meta_description":228,"service_ids":229,"published_at":11,"category_id":232,"category_slug":233,"category_path":234,"category_name":235,"category_is_enabled":8},"welding-brand-second-machine-upgrade","case-studies\u002Fwelding-brand-second-machine-upgrade-1790060651183.webp",1511,"Selling to the person who already owns a cheap welder","Upgrade segment = 44% of revenue","The brand's machines were too serious for a first purchase and too affordable for a professional shop. The buyer who fit exactly was the hobbyist who had outgrown their starter machine — and nobody was talking to them.","Welding Upgrade Buyer Case Study","How targeting the hobbyist replacing their first welder built a segment worth 44% of revenue and grew a welding brand 83% in twelve months.",[230,231],"119e81ea-2a44-44f5-bd31-a47741039864","07288de0-63ae-47b6-b6fc-eb6c6af8f16e","97f8e5b5-0a08-4de8-9dd3-9f9f150d6a18","welding-and-soldering","tools-and-home-improvement\u002Fwelding-and-soldering","Welding & Soldering",{"id":163,"slug":237,"cover_image":238,"brand_name":7,"is_anonymized":8,"period_months":125,"is_enabled":8,"sort_order":239,"last_modify":11,"created_at":12,"updated_at":13,"locale_code":14,"title":240,"headline_metric":241,"summary":242,"meta_title":243,"meta_description":244,"service_ids":245,"published_at":11,"category_id":246,"category_slug":247,"category_path":248,"category_name":249,"category_is_enabled":8},"air-compressor-brand-attribute-reprioritized","case-studies\u002Fair-compressor-brand-attribute-reprioritized-1790060651183.webp",1512,"The category advertised power; the reviews were all about noise","Conversion 5.3% → 9.1%","Every compressor listing on page one led with pressure and tank size. Three thousand reviews across the category said buyers actually decide on something else entirely.","Air Compressor Noise Spec Case","How review mining revealed the attribute that actually decides an air compressor purchase and lifted a brand's conversion 71% in eight months.",[21,231],"4a294373-3f6e-45d0-a173-8795f1b56a68","air-tools-and-compressors","tools-and-home-improvement\u002Fair-tools-and-compressors","Air Tools & Compressors",{"id":164,"slug":251,"cover_image":252,"brand_name":7,"is_anonymized":8,"period_months":9,"is_enabled":8,"sort_order":253,"last_modify":11,"created_at":254,"updated_at":13,"locale_code":14,"title":255,"headline_metric":256,"summary":257,"meta_title":258,"meta_description":259,"service_ids":260,"published_at":11,"category_id":261,"category_slug":262,"category_path":263,"category_name":264,"category_is_enabled":8},"flooring-brand-hidden-prerequisites","case-studies\u002Fflooring-brand-hidden-prerequisites-1790060651183.webp",2303,"2026-09-22T11:13:31.273442+00:00","Naming the four things you also need before the floor arrives","Order value $640 → $1,010","A flooring brand sold the planks and stayed silent about the underlayment, moisture barrier, transition strips and expansion gap. Customers discovered them on installation day, and said so in reviews.","Hidden Prerequisites Flooring Case","How naming underlayment, barriers and trim on the listing raised a flooring brand's order value from $640 to $1,010 and cut installation-day complaints.",[21,215],"8aec3ab7-2f17-46e2-90c6-ad2f15fc70e1","building-materials-and-flooring","tools-and-home-improvement\u002Fbuilding-materials-and-flooring","Building Materials & Flooring",1790082635538]