CASE STUDY
How Ad-Enhanced Smarter Campaigns Fueled ICC’s Return to Market Leadership
Performance Max
Google
Ads
Facebook Ads
Google Merchant
ICC BRANDS
The Results
2024 Ad Revenue
Click Through Rates
Conversion Rate
Return On Investment
THE PROBLEM
Losing Clicks, Losing Ground: The Hidden Costs of an Underperforming Ad Strategy
Before partnering with 12 Steps Marketing, ICC found itself losing digital visibility in a market it once dominated. Despite offering high-quality products and having a loyal customer base, their online presence was slipping behind faster-moving competitors who invested heavily in smarter, data-driven marketing.
While ICC still attracted decent website traffic, that attention wasn’t converting into measurable sales or meaningful growth. Their ad campaigns lacked precision, their SEO presence had grown stagnant, and their competitors were outpacing them in both exposure and engagement. As a result, ICC’s market share slowly began to erode — not because of poor products, but because its brand was no longer showing up where customers were actively searching, scrolling, and shopping.
They needed a marketing partner who could help them reclaim visibility, rebuild digital dominance, and turn untapped potential into sustained revenue growth.
Declining Market ExposureICC’s digital footprint had stagnated, causing them to lose visibility in search rankings and paid channels. Competitors with stronger online strategies were dominating the space, capturing the attention — and wallets — of ICC’s potential customers.
Underperforming Ad Campaigns Despite significant ad spend, ICC’s Google Ads performance failed to generate consistent returns. Their campaigns lacked optimization, resulting in high CPCs, low conversion rates, and minimal insight into what was actually driving results.
Limited Data & Insights ICC was unable to make data-driven decisions due to a lack of transparent reporting and actionable analytics. Without knowing which channels or audiences were most profitable, marketing efforts remained reactive rather than strategic.
Unclear ROI & Missed Revenue With fragmented marketing execution and no unified performance tracking, ICC struggled to measure true ROI. Opportunities for upselling, cross-selling, and customer retention went untapped, ultimately impacting revenue growth and overall profitability.
THE SOLUTION
Precision, Performance, Profit: How ICC Reclaimed Market Leadership with 12SM
When ICC partnered with 12 Steps Marketing, the objective was clear: transform a stagnant, one-page ad strategy into a data-driven, high-performing ecommerce engine. Before our involvement, all paid traffic was being funneled to ICC’s homepage — a costly mistake that diluted ad performance and made conversion tracking nearly impossible. The internal team knew this wasn’t best practice but lacked the time and resources to manage hundreds of campaigns across thousands of products.
Our team stepped in as a true extension of ICC’s marketing department, providing the strategic bandwidth, structure, and technical expertise needed to scale their paid efforts. By rebuilding their account architecture, developing tailored product-level campaigns, and implementing full-funnel optimization, we helped ICC reclaim lost visibility, precision, and profitability in record time.
Scalable Campaign Architecture 12SM developed a complete campaign overhaul — creating unique campaigns and ad groups for every product line. This granular structure allowed for precise audience targeting, improved ad relevance, and stronger conversion performance across all product categories.
Smarter Paid Media Targeting We moved away from a “one-size-fits-all” homepage approach and implemented custom landing pages that matched user intent. Each click led directly to the most relevant product or category page, significantly improving Quality Scores, engagement, and purchase rates.
Data-Driven Optimization & Transparency By integrating advanced ecommerce tracking, we gave ICC full visibility into campaign performance — identifying top-converting products, refining bids, and reallocating spend in real time for maximum ROI.
Collaborative Execution & Sustainable Growth Acting as an extension of ICC’s internal marketing team, 12SM provided the bandwidth and strategy needed to sustain long-term growth. With continuous testing, refinement, and optimization, ICC turned its paid media program into a scalable profit center rather than a cost burden.
Hear From The Client
THE RESULT
Smart Strategy, Real Results: How ICC Reclaimed Its Digital Edge
Before partnering with 12 Steps Marketing, ICC struggled to translate strong products into strong performance. Their paid campaigns lacked structure, directing all clicks to the homepage and failing to convert interest into sales. With limited visibility and inefficient ad spend, ICC’s digital growth had stalled.After teaming up with 12 Steps Marketing, ICC underwent a complete marketing transformation. We restructured their campaigns around each product line, introduced data-driven optimization, and created tailored landing experiences that improved relevance and conversions. The result: a scalable, high-performing paid media system that reignited sales growth and reestablished ICC as a leader in its category.
