The Client
Cardinal Bag Supplies manufactures and sells security and locking bags for banks, couriers, medical facilities, government agencies, and businesses. Their product line includes bank deposit bags, tamper-evident document bags, fire-resistant bags, HIPAA-compliant medication transport bags, and courier security bags.
This is a highly specialized B2B/B2C niche where the buyers know exactly what they need — they just need to find a reliable supplier with competitive pricing and fast shipping.
The Challenge
- Ultra-niche product category — "locking bank bag" doesn't get millions of searches, so every impression counts
- B2B and B2C mix — banks and couriers buy in bulk (B2B), while individuals buy single bags for personal use (B2C). Each segment requires different messaging.
- Trust requirements — buyers need to trust that a security bag will actually be secure. Certifications, materials, and tamper-evident features must be communicated clearly.
- Low brand awareness — most buyers search for the product category, not the brand name
Our Approach
- Category-specific Search campaigns targeting exact product queries ("locking bank bag," "tamper evident bag," "hipaa compliant medication bag," "fire resistant document bag")
- Shopping campaigns with detailed product titles and descriptions highlighting security features, certifications, and materials
- Performance Max targeting institutional buyers and security-conscious professionals
- Negative keyword precision — filtering out irrelevant bag searches (backpacks, grocery bags, trash bags) that could waste budget in a low-volume niche
The Results
- $1.17 million in tracked e-commerce revenue
- $148,145 in total ad spend
- 7.9x ROAS — exceptional efficiency in a niche B2B-adjacent category
- 3,068 purchase conversions
- Dominant niche positioning — Cardinal appears for virtually every relevant security bag query
What the Client Says
"Our products are specialized — we weren't sure Google Ads could generate enough volume to justify the investment. Live PPC Ads proved us wrong. They found buyers we didn't even know existed, and the 7.9x return has made advertising our most efficient growth channel."
— Owner, Cardinal Bag Supplies
About This Campaign
Industry: E-Commerce — Security & Locking Bags Platforms: Google Ads (Search, Shopping, PMax) Account Duration: 2023 — Present (ongoing)