[{"data":1,"prerenderedAt":250},["ShallowReactive",2],{"case-study-welding-brand-second-machine-upgrade-en":3,"case-study-blocks-77f751a7-cf29-4d96-970c-f2bf1a241f27-en":27,"reviews-all-77f751a7-cf29-4d96-970c-f2bf1a241f27-any-en":160,"case-study-category-ancestors-tools-and-home-improvement\u002Fwelding-and-soldering-en":161,"services-by-ids-119e81ea-2a44-44f5-bd31-a47741039864,07288de0-63ae-47b6-b6fc-eb6c6af8f16e-en":174,"case-studies-by-ids-be62b9b0-27c1-4ed1-bdf6-664214a3ce6b,7463b829-9ce8-4656-8056-5178dff0d360,2ef03fd6-aef2-4328-90d6-2417cf74afd3,5c43189f-fb82-4789-afbe-91b85ff29d49-en":197},{"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},"77f751a7-cf29-4d96-970c-f2bf1a241f27","welding-brand-second-machine-upgrade","case-studies\u002Fwelding-brand-second-machine-upgrade-1790060651183.webp",null,true,12,1511,"2026-09-22","2026-09-22T11:13:31.356299+00:00","2026-09-22T11:13:31.504874+00:00","en","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.",[21,22],"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",[28,53,80,87,94,116,126,133,144,150],{"id":29,"case_study_id":4,"type":30,"position":31,"is_enabled":8,"config":32,"locale_code":14,"data":33},"5d041ba7-8544-4bb4-9900-889560e9bca3","snapshot",1,{},{"items":34,"title":52},[35,37,40,43,46,49],{"label":36,"value":26},"Category",{"label":38,"value":39},"Marketplaces","US, CA",{"label":41,"value":42},"Revenue at start","$189k \u002F month",{"label":44,"value":45},"Position","$620 machines, above entry, below professional",{"label":47,"value":48},"Engagement","DSP + creative & content",{"label":50,"value":51},"Timeframe","12 months","",{"id":54,"case_study_id":4,"type":55,"position":56,"is_enabled":8,"config":57,"locale_code":14,"data":58},"f8a1392b-c473-4c0c-b4f2-3bbb3dcc4248","metrics",2,{},{"items":59,"title":52},[60,65,70,75],{"after":61,"delta":62,"label":63,"before":64,"is_highlight":8},"44% of total","new","Revenue from the upgrade segment","—",{"after":66,"delta":67,"label":68,"before":69},"$346k","+83%","Monthly revenue","$189k",{"after":71,"delta":72,"label":73,"before":74},"560 \u002F mo","+81%","New-to-brand orders","310 \u002F mo",{"after":76,"delta":77,"label":78,"before":79},"$58","-40%","Cost per acquisition","$96",{"id":81,"case_study_id":4,"type":82,"position":83,"is_enabled":8,"config":84,"locale_code":14,"data":85},"0ab5bdeb-d542-494c-a8a2-11faffe6683d","challenge",3,{},{"title":52,"markdown":86},"The catalog sat in an awkward middle. A first-time buyer choosing between a $180 machine and this one almost always chose the $180 machine — the extra capability means nothing to somebody who has never struck an arc. A professional fabrication shop, meanwhile, buys equipment that costs several times more and comes with a service contract.\n\nThe brand had been advertising into both of those dead ends for years. What it had not identified as a segment at all was the person eighteen months into the hobby, whose starter machine now visibly limits what they can build — inconsistent arcs on thicker stock, a duty cycle that stops them halfway through a job. That buyer knows exactly what they need, has a specific list of frustrations, and is the only person for whom this price is obviously correct.",{"id":88,"case_study_id":4,"type":89,"position":90,"is_enabled":8,"config":91,"locale_code":14,"data":92},"d538e27d-1085-41a7-852f-49d1c2b3eec0","approach",4,{},{"title":52,"markdown":93},"We built the whole proposition around the second machine.\n\n- **The segment defined by behavior** — audiences built from prior purchases of entry-level machines, consumables and accessories that indicate an owner rather than a shopper.\n- **Creative written as an upgrade**, naming the specific limits of a starter machine and showing the work that becomes possible past them.\n- **DSP as the primary channel**, because the trigger is ownership history rather than a search someone is running today.\n- **A trade-up narrative in A+**, which positions the first machine as a sensible beginning rather than a mistake — this buyer does not want to be told they wasted their money.",{"id":95,"case_study_id":4,"type":96,"position":97,"is_enabled":8,"config":98,"locale_code":14,"data":99},"c659b385-3906-4df3-ba23-25f1406e7234","process_steps",5,{},{"steps":100,"title":52},[101,104,107,110,113],{"text":102,"title":103},"Purchase and browsing signals used to build an audience of existing entry-machine owners rather than category shoppers.","Segment definition",{"text":105,"title":106},"Reviews of competing entry machines mined for the exact limits owners complain about after a year of use.","Listening to the frustration",{"text":108,"title":109},"Image and video content built around those specific limits and the projects that clear them.","Creative for the upgrade moment",{"text":111,"title":112},"Prospecting concentrated on the ownership audience, with search budget cut on the first-time-buyer terms that never converted.","DSP rollout",{"text":114,"title":115},"Upgrade-audience revenue tracked separately from month four so the reallocation could be judged on its own numbers.","Measuring the segment",{"id":117,"case_study_id":4,"type":118,"position":119,"is_enabled":8,"config":120,"locale_code":14,"data":123},"bb424c66-8d0c-444d-b617-415ac2ea90f7","media",8,{"images":121},[122],"case-studies\u002Fdashboards\u002Fwelding-brand-second-machine-upgrade.webp",{"title":124,"caption":125},"Inside the ad account","Anonymized account view, rebuilt from the figures reported above: ad sales growing from $85k to $156k a month while ACoS falls from 35% to 22% across the 12-month engagement.",{"id":127,"case_study_id":4,"type":128,"position":129,"is_enabled":8,"config":130,"locale_code":14,"data":131},"cfeba984-f1a5-4c27-9293-7882644f9a3a","results",9,{},{"title":52,"markdown":132},"The upgrade segment went from not existing as a concept to **44% of revenue**, and total revenue grew 83%.\n\nAcquisition cost fell 40% because a buyer who already owns a machine needs no education about what welding is — they need one specific reason to replace what they have. New-to-brand orders rose 81% — against roughly 1,100 orders a month in total — on an advertising budget that grew by less than a tenth, since the money previously spent persuading first-timers to overspend is now spent on people already convinced.",{"id":134,"case_study_id":4,"type":135,"position":136,"is_enabled":8,"config":137,"locale_code":14,"data":138},"8e376407-0489-470d-ae35-51762c4b36ed","quote",10,{},{"items":139,"title":52},[140],{"role":141,"text":142,"author":143},"Welding equipment brand","We'd been pitching to beginners who wanted something cheaper and shops that wanted something bigger. Our actual customer already owned a welder and hated it.","Sales Director",{"id":145,"case_study_id":4,"type":146,"position":147,"is_enabled":8,"config":148,"locale_code":14,"data":149},"7c0777ef-0053-416e-98fa-2f11a4c3a474","service_ref",11,{},{"title":52},{"id":151,"case_study_id":4,"type":152,"position":9,"is_enabled":8,"config":153,"locale_code":14,"data":159},"e704da77-81bf-4d75-8abb-15b5deb55613","case_ref",{"ids":154},[155,156,157,158],"be62b9b0-27c1-4ed1-bdf6-664214a3ce6b","7463b829-9ce8-4656-8056-5178dff0d360","2ef03fd6-aef2-4328-90d6-2417cf74afd3","5c43189f-fb82-4789-afbe-91b85ff29d49",{"title":52},[],[162],{"id":163,"parent_id":7,"path":164,"slug":164,"sort_order":165,"is_enabled":8,"is_priority":166,"last_modify":11,"created_at":167,"updated_at":167,"locale_code":14,"name":168,"title":169,"subtitle":170,"intro":7,"meta_title":171,"meta_description":172,"case_count":173},"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,[175,187],{"id":21,"slug":176,"icon":177,"hero_image":178,"is_enabled":8,"sort_order":56,"last_modify":179,"created_at":180,"updated_at":181,"locale_code":14,"name":182,"title":183,"subtitle":184,"meta_title":185,"meta_description":186},"amazon-dsp-advertising","i-lucide-monitor-play","service\u002Famazon-dsp-advertising-1785511604710.svg","2026-08-14","2026-07-29T14:12:53.244813+00:00","2026-08-14T08:43:13.682542+00:00","Amazon DSP Advertising","Amazon DSP advertising that builds demand beyond the search bar","Programmatic display and video that reaches shoppers on and off Amazon — retargeting browsers, growing new-to-brand, and feeding your Sponsored Ads with warm demand.","Amazon DSP Advertising Agency","Amazon DSP advertising managed end to end — programmatic display, video and retargeting on and off Amazon, measured with AMC. Grow full-funnel demand.",{"id":22,"slug":188,"icon":189,"hero_image":190,"is_enabled":8,"sort_order":90,"last_modify":179,"created_at":191,"updated_at":181,"locale_code":14,"name":192,"title":193,"subtitle":194,"meta_title":195,"meta_description":196},"creative-content","i-lucide-palette","service\u002Fcreative-content-1785511622781.svg","2026-07-29T14:14:06.117411+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.",[198,213,229,240],{"id":155,"slug":199,"cover_image":200,"brand_name":7,"is_anonymized":8,"period_months":119,"is_enabled":8,"sort_order":201,"last_modify":11,"created_at":12,"updated_at":13,"locale_code":14,"title":202,"headline_metric":203,"summary":204,"meta_title":205,"meta_description":206,"service_ids":207,"published_at":11,"category_id":209,"category_slug":210,"category_path":211,"category_name":212,"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.",[208,22],"b2229fd7-1f99-4a26-ad08-d1113955c798","4a294373-3f6e-45d0-a173-8795f1b56a68","air-tools-and-compressors","tools-and-home-improvement\u002Fair-tools-and-compressors","Air Tools & Compressors",{"id":156,"slug":214,"cover_image":215,"brand_name":7,"is_anonymized":8,"period_months":129,"is_enabled":8,"sort_order":216,"last_modify":11,"created_at":217,"updated_at":13,"locale_code":14,"title":218,"headline_metric":219,"summary":220,"meta_title":221,"meta_description":222,"service_ids":223,"published_at":11,"category_id":225,"category_slug":226,"category_path":227,"category_name":228,"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.",[208,224],"a507b11d-88fb-4b74-98a2-0661de716593","8aec3ab7-2f17-46e2-90c6-ad2f15fc70e1","building-materials-and-flooring","tools-and-home-improvement\u002Fbuilding-materials-and-flooring","Building Materials & Flooring",{"id":157,"slug":230,"cover_image":231,"brand_name":7,"is_anonymized":8,"period_months":136,"is_enabled":8,"sort_order":232,"last_modify":11,"created_at":12,"updated_at":13,"locale_code":14,"title":233,"headline_metric":234,"summary":235,"meta_title":236,"meta_description":237,"service_ids":238,"published_at":11,"category_id":163,"category_slug":164,"category_path":164,"category_name":168,"category_is_enabled":8},"tool-brand-pro-and-diy-split-intent","case-studies\u002Ftool-brand-pro-and-diy-split-intent-1790060651183.webp",1500,"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%.",[22,239],"c89127c7-631c-451f-bf13-3681edd0f3c4",{"id":158,"slug":241,"cover_image":242,"brand_name":7,"is_anonymized":8,"period_months":9,"is_enabled":8,"sort_order":243,"last_modify":11,"created_at":12,"updated_at":13,"locale_code":14,"title":244,"headline_metric":245,"summary":246,"meta_title":247,"meta_description":248,"service_ids":249,"published_at":11,"category_id":163,"category_slug":164,"category_path":164,"category_name":168,"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.",[21,224],1790082635554]