Helping a PPC agency successfully niche into the building products sector

Moving from a general PPC agency to a niche specialist required a completely different approach to sales. To make the transition successful, PPC Geeks needed more than just a new brand: they needed a highly targeted outreach strategy capable of reaching the right decision-makers in a competitive market. Harper partnered with PPC Geeks to build that strategy from the ground up.

The objective wasn’t simply to generate leads, it was to consistently engage marketing leaders within building products businesses already investing in Google Ads. To achieve this, the campaign needed to:

• Identify companies already advertising on Google Ads.
• Reach marketing and ecommerce decision-makers rather than generic business contacts.
• Differentiate against larger competitors without relying on generic PPC messaging.
• Position Tradeflow as the specialist partner for the building products sector.

Rather than relying on broad outreach, Harper built a campaign centred around precision targeting. This included:

• Developing niche-specific messaging focused on challenges faced by building products suppliers.
• Building prospect lists using Google Ads scraping and industry trade show exhibitor data.
• Targeting businesses already investing in paid media, ensuring conversations started with qualified prospects.
• Using a value-led call-to-action centred around a free Google Ads audit to open conversations naturally.

As campaign data came in, Harper continuously refined targeting, removing sales-focused job titles and concentrating outreach on marketing, ecommerce and digital decision-makers with responsibility for paid media.

The campaign quickly validated the strategy. Early conversations were secured with businesses that closely matched the ideal customer profile, including nationwide organisations with multiple websites requiring PPC audits.

Perhaps more importantly, the campaign uncovered valuable market insights that allowed targeting to become increasingly refined, improving lead quality rather than simply increasing lead volume. The campaign continues to evolve as Tradeflow scales its specialist positioning within the UK building products market.

• A clear niche proposition rather than generic agency messaging.
• Highly targeted prospect sourcing based on buying intent.
• Continuous optimisation using real campaign feedback.
• Value-first outreach designed to start conversations instead of pushing a sale.

Successful outreach isn’t about contacting more businesses, it’s about contacting the right businesses with a message that feels built specifically for them. By combining specialist positioning with intelligent targeting, Harper helped PPC Geeks establish Tradeflow as a focused solution for the building products sector, creating a scalable foundation for future growth.