[{"data":1,"prerenderedAt":245},["ShallowReactive",2],{"case-study-tool-brand-pro-and-diy-split-intent-en":3,"case-study-blocks-2ef03fd6-aef2-4328-90d6-2417cf74afd3-en":26,"reviews-all-2ef03fd6-aef2-4328-90d6-2417cf74afd3-any-en":162,"case-study-category-ancestors-tools-and-home-improvement-en":163,"services-by-ids-07288de0-63ae-47b6-b6fc-eb6c6af8f16e,c89127c7-631c-451f-bf13-3681edd0f3c4-en":164,"case-studies-by-ids-5c43189f-fb82-4789-afbe-91b85ff29d49,19d7e9f3-d513-4948-8a2c-403d09e8b04a,c1300c6c-9ba1-409b-bdb2-937e1ab45171,12ddcee9-7de4-46c9-bfd2-18c9686d64f0-en":188},{"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":24,"category_name":25,"category_is_enabled":8},"2ef03fd6-aef2-4328-90d6-2417cf74afd3","tool-brand-pro-and-diy-split-intent","case-studies\u002Ftool-brand-pro-and-diy-split-intent-1790060651183.webp",null,true,10,1500,"2026-09-22","2026-09-22T11:13:31.356299+00:00","2026-09-22T11:13:31.504874+00:00","en","One keyword, two buyers: splitting the tradesman from the weekend user","Blended ACoS 39% → 21%","The same search term brought a contractor buying his fourth one this year and a homeowner buying his first ever. A single listing tried to satisfy both and convinced neither.","Pro vs DIY Buyer Targeting Case","How separating professional and DIY intent inside one keyword set cut a tool brand's blended ACoS from 39% to 21% and grew revenue 71%.",[21,22],"07288de0-63ae-47b6-b6fc-eb6c6af8f16e","c89127c7-631c-451f-bf13-3681edd0f3c4","73eff6eb-2a94-4e59-aa88-11dcd9ff51db","tools-and-home-improvement","Tools & Home Improvement",[27,55,82,89,96,118,128,135,145,151],{"id":28,"case_study_id":4,"type":29,"position":30,"is_enabled":8,"config":31,"locale_code":14,"data":32},"acfdd11f-dc70-43f3-8cb2-6ef7dba0cdba","snapshot",1,{},{"items":33,"title":54},[34,36,39,42,45,48,51],{"label":35,"value":25},"Category",{"label":37,"value":38},"Marketplaces","US, CA",{"label":40,"value":41},"Revenue at start","$412k \u002F month",{"label":43,"value":44},"Catalog","34 ASINs across three tool families",{"label":46,"value":47},"Problem","One message for two incompatible buyers",{"label":49,"value":50},"Engagement","PPC + creative & content",{"label":52,"value":53},"Timeframe","10 months","",{"id":56,"case_study_id":4,"type":57,"position":58,"is_enabled":8,"config":59,"locale_code":14,"data":60},"be9eb87f-27b5-4a7d-beef-4edef6a4807a","metrics",2,{},{"items":61,"title":54},[62,67,72,77],{"after":63,"delta":64,"label":65,"before":66,"is_highlight":8},"21%","-18 pts","Blended ACoS","39%",{"after":68,"delta":69,"label":70,"before":71},"$704k","+71%","Monthly revenue","$412k",{"after":73,"delta":74,"label":75,"before":76},"10.1%","+58%","Conversion rate, hero ASIN","6.4%",{"after":78,"delta":79,"label":80,"before":81},"$87","+12%","Average order value","$78",{"id":83,"case_study_id":4,"type":84,"position":85,"is_enabled":8,"config":86,"locale_code":14,"data":87},"0bea3238-c182-4653-96ec-b7776cd47b21","challenge",3,{},{"title":54,"markdown":88},"A search for a cordless impact driver is run by two people with almost nothing in common. One of them replaces a tool every eight months, already owns the battery, reads a duty cycle figure and does not care what the case looks like. The other is buying the first one of his life, wants to know whether it will strip the screws in his deck, and is quietly worried he is buying too much tool.\n\nThe brand's listings were written for the first buyer and its advertising was bought against terms dominated by the second. Both halves underperformed: professionals bounced off copy that explained what an impact driver does, homeowners bounced off copy that quoted specifications without a single sentence about what they could build with it. The team read the resulting 39% ACoS as a bidding problem and had spent a year adjusting bids on it.",{"id":90,"case_study_id":4,"type":91,"position":92,"is_enabled":8,"config":93,"locale_code":14,"data":94},"e1b9f972-7ea5-4820-bb3f-de3826e56235","approach",4,{},{"title":54,"markdown":95},"We stopped treating the audience as one and let each half see a different argument.\n\n- **Intent signals mapped from the search term report** — kit versus bare tool, brand-plus-model versus job description, warranty and duty-cycle language versus “for home use”.\n- **Two campaign structures, not two bid levels** — separate budgets, separate match types and separate negatives, so one audience's cheap clicks stop subsidising the other's expensive ones.\n- **Two creative stacks on the same ASINs** — image frames 2 to 4 rewritten twice, with the professional version leading on duty cycle and the homeowner version on the first three jobs the tool does.\n- **Price tiers made legible** — the kit and the bare tool separated in the variation family so each buyer lands on the version that matches how they shop.",{"id":97,"case_study_id":4,"type":98,"position":99,"is_enabled":8,"config":100,"locale_code":14,"data":101},"706e5ed6-1f2a-407f-8d53-a973a5ca971e","process_steps",5,{},{"steps":102,"title":54},[103,106,109,112,115],{"text":104,"title":105},"Twelve months of search terms classified by intent; 44% of spend turned out to sit on terms where the two audiences collide.","Reading the split",{"text":107,"title":108},"Professional and homeowner structures built in parallel with mirrored negatives, so a term can only serve one of them.","Rebuilding campaigns",{"text":110,"title":111},"Two creative versions produced per hero ASIN and assigned by which audience the campaign is buying.","Rewriting the stack twice",{"text":113,"title":114},"Bare tools and kits untangled from a single variation blob into two clearly priced paths.","Separating the offers",{"text":116,"title":117},"Monthly search-term review to reassign new terms before they start serving both audiences again.","Holding the line",{"id":119,"case_study_id":4,"type":120,"position":121,"is_enabled":8,"config":122,"locale_code":14,"data":125},"2cefa5ca-0f2c-4db5-ad79-e5b3ebb58e90","media",8,{"images":123},[124],"case-studies\u002Fdashboards\u002Ftool-brand-pro-and-diy-split-intent.webp",{"title":126,"caption":127},"Inside the ad account","Anonymized account view, rebuilt from the figures reported above: ad sales growing from $185k to $317k a month while ACoS falls from 39% to 21% across the 10-month engagement.",{"id":129,"case_study_id":4,"type":130,"position":131,"is_enabled":8,"config":132,"locale_code":14,"data":133},"81e26902-b17a-4ba8-9957-99a7456c4949","results",9,{},{"title":54,"markdown":134},"Blended ACoS fell from 39% to **21%** and revenue grew 71% on an advertising budget that ended the year slightly below where it started.\n\nThe mechanism is not better bidding. It is that every click now lands on an argument written for the person who made it: the contractor sees a duty cycle, the homeowner sees a deck getting built. Average order value rose 12% as a side effect, because professionals who arrive on the right path buy the kit rather than the cheapest single tool.",{"id":136,"case_study_id":4,"type":137,"position":9,"is_enabled":8,"config":138,"locale_code":14,"data":139},"5f474520-51c5-41cb-a824-bdcdcacd2a20","quote",{},{"items":140,"title":54},[141],{"role":142,"text":143,"author":144},"Power tool brand","We had been arguing about bids for a year. The problem was that our best keyword was two completely different customers wearing the same word.","Head of E-commerce",{"id":146,"case_study_id":4,"type":147,"position":148,"is_enabled":8,"config":149,"locale_code":14,"data":150},"655b8c37-424b-4f48-ba8f-9b96ce6518f2","service_ref",11,{},{"title":54},{"id":152,"case_study_id":4,"type":153,"position":154,"is_enabled":8,"config":155,"locale_code":14,"data":161},"30446f2c-ed49-4054-9535-50ae50dc03c4","case_ref",12,{"ids":156},[157,158,159,160],"5c43189f-fb82-4789-afbe-91b85ff29d49","19d7e9f3-d513-4948-8a2c-403d09e8b04a","c1300c6c-9ba1-409b-bdb2-937e1ab45171","12ddcee9-7de4-46c9-bfd2-18c9686d64f0",{"title":54},[],[],[165,177],{"id":21,"slug":166,"icon":167,"hero_image":168,"is_enabled":8,"sort_order":92,"last_modify":169,"created_at":170,"updated_at":171,"locale_code":14,"name":172,"title":173,"subtitle":174,"meta_title":175,"meta_description":176},"creative-content","i-lucide-palette","service\u002Fcreative-content-1785511622781.svg","2026-08-14","2026-07-29T14:14:06.117411+00:00","2026-08-14T08:43:13.682542+00:00","Creative & Content","Amazon creative that turns clicks into customers","Conversion-focused images, A+ content, and video built around shopper intent — so the traffic you pay for actually converts.","Amazon Creative & A+ Content Services","Amazon creative and content that converts — product photography, infographics, A+ brand story, and PDP & headline video built for shopper intent.",{"id":22,"slug":178,"icon":179,"hero_image":180,"is_enabled":8,"sort_order":30,"last_modify":169,"created_at":181,"updated_at":182,"locale_code":14,"name":183,"title":184,"subtitle":185,"meta_title":186,"meta_description":187},"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.",[189,201,216,230],{"id":157,"slug":190,"cover_image":191,"brand_name":7,"is_anonymized":8,"period_months":154,"is_enabled":8,"sort_order":192,"last_modify":11,"created_at":12,"updated_at":13,"locale_code":14,"title":193,"headline_metric":194,"summary":195,"meta_title":196,"meta_description":197,"service_ids":198,"published_at":11,"category_id":23,"category_slug":24,"category_path":24,"category_name":25,"category_is_enabled":8},"home-improvement-renovation-stage-sequencing","case-studies\u002Fhome-improvement-renovation-stage-sequencing-1790060651183.webp",1501,"Selling to a renovation in the order it actually happens","Revenue per household +72%","A home improvement brand sold products used at four different stages of the same project, and advertised all of them to everybody at once. Sequencing the catalog to the build order changed what one customer is worth.","Renovation Stage Demand Case Study","How mapping a catalog to the stages of a renovation project nearly doubled revenue per household for a home improvement brand in twelve months.",[199,200],"119e81ea-2a44-44f5-bd31-a47741039864","a507b11d-88fb-4b74-98a2-0661de716593",{"id":158,"slug":202,"cover_image":203,"brand_name":7,"is_anonymized":8,"period_months":148,"is_enabled":8,"sort_order":204,"last_modify":11,"created_at":12,"updated_at":13,"locale_code":14,"title":205,"headline_metric":206,"summary":207,"meta_title":208,"meta_description":209,"service_ids":210,"published_at":11,"category_id":212,"category_slug":213,"category_path":214,"category_name":215,"category_is_enabled":8},"power-tool-brand-battery-platform-lock","case-studies\u002Fpower-tool-brand-battery-platform-lock-1790060651183.webp",1502,"Making the battery platform the product people search for","Bare-tool revenue +319%","Every cordless tool the brand sold was buried inside a kit with a battery nobody needed twice. Once the platform had a name shoppers could search, the second and third tool sold themselves.","Cordless Battery Platform Case Study","How naming and ranking a cordless battery platform grew a power tool brand's bare-tool revenue 319% and lifted tools owned per customer to 2.6.",[211,22],"b2229fd7-1f99-4a26-ad08-d1113955c798","5cc241a7-99c7-45dc-958d-1a3e64b59afd","power-tools","tools-and-home-improvement\u002Fpower-tools","Power Tools",{"id":159,"slug":217,"cover_image":218,"brand_name":7,"is_anonymized":8,"period_months":121,"is_enabled":8,"sort_order":219,"last_modify":11,"created_at":12,"updated_at":13,"locale_code":14,"title":220,"headline_metric":221,"summary":222,"meta_title":223,"meta_description":224,"service_ids":225,"published_at":11,"category_id":226,"category_slug":227,"category_path":228,"category_name":229,"category_is_enabled":8},"hand-tool-brand-unbundling-sets","case-studies\u002Fhand-tool-brand-unbundling-sets-1790060651183.webp",1503,"Breaking the sets apart: selling the one piece people came for","Units +142% at a higher margin","The brand sold hand tools only in sets, because sets look like better value. Shoppers were searching for one specific size, finding nothing, and buying a single competitor tool instead.","Unbundling Tool Sets Case Study","How splitting hand tool sets into individually listed pieces grew unit sales 142% for a tool brand and improved margin at the same time.",[211,200],"6043b59d-6f9d-4cb5-aa24-ed57c3ec57fc","hand-tools","tools-and-home-improvement\u002Fhand-tools","Hand Tools",{"id":160,"slug":231,"cover_image":232,"brand_name":7,"is_anonymized":8,"period_months":233,"is_enabled":8,"sort_order":234,"last_modify":11,"created_at":12,"updated_at":13,"locale_code":14,"title":235,"headline_metric":236,"summary":237,"meta_title":238,"meta_description":239,"service_ids":240,"published_at":11,"category_id":241,"category_slug":242,"category_path":243,"category_name":244,"category_is_enabled":8},"laser-measure-free-app-substitute","case-studies\u002Flaser-measure-free-app-substitute-1790060651183.webp",7,1504,"Competing with a free app that is already in the buyer's pocket","Conversion 4.2% → 8.7%","The brand's real competitor was not another laser measure. It was the measuring app every shopper already had, for free, and no listing in the category acknowledged it existed.","Laser Measure vs Phone App Case","How answering the free-phone-app objection head-on doubled conversion for a laser measure brand and grew revenue 108% in seven months.",[21,22],"2003d352-c17e-48fb-b154-571ec243d405","measuring-and-layout","tools-and-home-improvement\u002Fmeasuring-and-layout","Measuring & Layout",1790082634705]