DREWNOTEX / GOOGLE ADS
Google Ads for e-commerce Drewnotex
Google Ads for a timber wholesaler
Google Ads for Drewnotex: 83% more reported calls at almost identical spend and growth in product page views across five categories.
00 / Starting situation
Drewnotex supplies timber and building materials to project owners and contractors. It cuts materials to size, assembles orders and arranges delivery to building sites. Sales are handled by sales representatives, while the website helps customers explore the range before discussing a purchase. We have managed the Google Ads account since the Search campaign launched in October 2025.
01 / RESULT
83% more calls at almost identical spend
Calls reported by Google Ads increased from 427 to 781, with virtually unchanged spend across the account. At the same time, requests for directions to the business increased from 231 to 440 — by 90%.
02 / MAIN CHALLENGE
Advertising tailored to sales handled by representatives
At Drewnotex, choosing a product opens a conversation about quantities, dimensions, availability and delivery. A single catalogue item can be the starting point for an order covering a larger project. Advertising therefore needs to present both the material and the supplier's capabilities.
The absence of checkout on the website ruled out basing this implementation on the standard Google Shopping model. We run a Search campaign that reaches people looking for products and a supplier for their building project, then directs them to an offer they can discuss with a sales representative.
03 / EXPERTISE
Searching for a supplier leads to a specific material
We divided the campaign into groups matching the range: KVH, C24, BSH, OSB boards, and cladding and soffit boards. Ads lead directly to relevant product pages. Visitors can immediately check the material's specifications and applications.
Alongside product names, we use keywords related to choosing a supplier, including “skład drewna” (timber yard) and “hurtownia drewna” (timber wholesaler). This connects the search for a place to buy with a specific example from the range. In the KVH group, that entry point is the page for 100×100 mm timber.
04 / RESULT
More product page views across five categories
Between December 2025–February 2026 and March–May 2026, views of products belonging to the categories covered by the campaign increased. The comparison includes all recorded views of these products on the website, including views later in a browsing session.
- KVH timber: 544 → 1798 (+230.5%)
- C24 timber: 290 → 505 (+74.1%)
- BSH timber: 180 → 500 (+177.8%)
- OSB boards: 488 → 721 (+47.7%)
- Spruce — cladding boards: 160 → 494 (+208.8%)
Growth also extended to the remaining products in these categories. After excluding the five pages targeted by the ads, views of the other products increased from 280 to 1091 — by 289.6%.
Source: Google Analytics 4. Product page views from all traffic sources; category pages excluded.
05 / ACCOUNT RESULTS
More actions leading to contact with the business
Results across the account show growth in the phone and local parts of this journey. Between December 2025–February 2026 and March–May 2026, at virtually unchanged spend, we achieved:
- 82.9% more reported calls — 427 → 781.
- 90.5% more requests for directions — 231 → 440.
- 45.4% lower spend per reported call.
Requests for directions indicate interest in travelling to the business. We calculate spend per call by dividing total account spend by the number of reported calls.
Five consecutive months at a similar level
From April to August 2026, the account reported 270 to 283 calls per month, totalling 1387. The volume of calls was therefore sustained over five consecutive months of the season.
Google Ads for sales handled by representatives
Explore our approach to advertising products whose purchase requires a quote or agreement on order terms.
07 / KPI
Products, calls and orders
Traffic starting on product pages shows how Search brings visitors into the range. Calls and requests for directions complement the assessment of the whole account with actions related to contacting and travelling to the business. We also assess the commercial outcome using the client's feedback on orders completed outside the website.
08 / RESULT
More orders and better-quality orders
The client regularly reports more orders and better-quality orders during periods when the campaign is active.
Search presents specific materials and the services needed when buying them, while sales representatives can develop interest in a product into a discussion about supplying an entire project. This is the role we gave advertising within Drewnotex's sales model.
Explore Drewnotex's range
Browse the materials and options for cutting to size and delivery.
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What in this case resembles your situation?
Describe the similarity and the result you need. We will not assume that the same scope is the right answer.
- 1Conversation scopeCurrent step
- 2Context
- 3Budget and timing
- 4Contact
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Step 1 / 4