Rite Hite
Paid media strategy increased conversion by 618% and reduced cost by 15%
Rite Hite's PPC campaign increased Click Through Rate by 291% while achieving a lower cost per acquisition.
Rite Hite is a global leader in manufacturing loading dock equipment, specialising in dock levellers and vehicle restraint systems. With headquarters in Wisconsin, USA, the company has been at the forefront of dock safety innovations since 1980, pioneering the industry-standard DOK-LOK® trailer restraint.
Looking to enhance their paid media strategy across multiple European regions, Rite Hite partnered with 7DOTS to optimise conversions and improve campaign reporting. Through a data-driven approach, we delivered outstanding results, including a 618% surge in conversion rate, 291% increase in Click-Through-Rate, and a 15% reduction in cost per acquisition. Our strategic optimisations led to a more efficient use of marketing spend and improved lead quality, directly supporting their business objectives.
+618%
Increase in Conversion Rate (CVR)
+291%
Increase in Click-Through-Rate (CTR)
-15%
Decrease in Cost Per Acquisition (CPA)
The brief
Rite Hite wanted to strengthen their paid media strategy across six European regions: England, Germany, France, Austria, Italy, and the Netherlands.
The goal was a proactive, agile approach that would provide:
- Higher conversion rates from paid campaigns.
- Regular, insightful reporting to support data-driven optimisations.
- More effective budget allocation to drive high-quality inbound leads.
The approach
We identified key inefficiencies in the existing paid media setup and took a structured, data-driven approach to optimise performance:
- Conversion tracking overhaul
- Audited all conversions and categorised them into primary and secondary goals.
- Prioritised form submissions, website calls, and ad-generated calls to ensure meaningful lead tracking.
- Campaign realignment
- Assessed regional accounts to identify gaps in product promotion and keyword bidding strategies.
- Redirected ad spend to high-priority products, ensuring alignment with business objectives.
- Data-driven optimisation
- Established a KPI-focused monthly report, providing clear insights for key stakeholders.
- Implemented an ongoing optimisation process, adjusting spend based on search-term performance and target cost per acquisition.
- Deployed frequent search-term reports to identify new keyword opportunities and maximise conversions.
- Market-specific strategies
- In the UK, introduced Performance Max campaigns, leveraging Google Ads’ full inventory to boost efficiency.
- Allocated 24% of the UK budget to Performance Max, delivering 56% of all clicks and 29% of all conversions.
- In Austria, adjusted strategy to prioritise service-based offerings, aligning with market-specific demands.
The outcome
Our targeted approach delivered measurable improvements for Rite Hite’s paid media performance:
- Increased efficiency: Reduced costs by 9% while driving better results.
- Higher-quality leads: 8% increase in total conversions and a remarkable 618% rise in conversion rate.
- Lower acquisition costs: 15% decrease in cost per acquisition.
- Improved engagement: 291% increase in click-through rate, reflecting stronger audience targeting.
- Actionable reporting: Delivered bi-weekly and monthly reports with insights to continually refine campaign strategies.
By aligning paid media efforts with Rite Hite’s business goals, we transformed their digital advertising strategy into a more efficient and results-driven machine. Our partnership continues to evolve, ensuring their campaigns remain optimised for growth and lead generation across all target regions.
