SEO title: HM Diffusion woodworking tools — WeAdU
Client
HM Diffusion (hmdiffusion.com) is a French online retailer of specialized woodworking tools, machines and accessories.
Challenge
Ahead of segmentation, two issues limited the account's efficiency:
- Undifferentiated tool catalog — Shopping campaigns weren't segmented by tool category, making it hard to prioritize spend by product type.
- Technical buyers underserved by generic Search — searches for specific technical references and precision partner brands weren't systematically targeted.
Approach
We segmented Shopping campaigns by tool category (milling, routing, saws) and paired them with Search ads oriented around technical references and precision partner brands.
Results
Comparing May–Aug 2016 to Sep–Dec 2016, WeAdU delivered a 68.80% increase in conversions — 320.00 → 540.00 orders — for HM Diffusion. Against the previous period, the account also delivered:
- +68.80% conversions — 320.00 → 540.00 orders vs. the previous period.
- +16.30% ROAS — 4.00× → 4.65×.
- −8.10% CPA.
- +6.80% AOV.
By segmenting Shopping campaigns by tool category and targeting technical search terms, HM Diffusion grew orders and average order value while lowering acquisition costs — even as ad spend grew 55.00% to capture the opportunity.