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How Creative Marketing partnered with I-Sells — the UK's leading ducting and ventilation ecommerce supplier — to deliver 780% ROI through website redevelopment, PPC advertising, SEO strategy and content marketing.
I-Sells is one of the UK's most established online suppliers of ducting, ventilation equipment and extraction products, serving both trade professionals and domestic customers. Part of the Kair Ventilation group, the business generates approximately £3–4M in annual turnover and operates in a fiercely competitive B2B and B2C ecommerce environment. Creative Marketing was appointed in 2021 to deliver a comprehensive, full service digital marketing strategy — spanning website redevelopment, Google Ads, Microsoft Ads, SEO, content marketing, social media and email marketing.
Consolidating Market Leadership in Industrial Ecommerce
I-Sells had built a strong reputation as one of the UK's go-to suppliers of ducting, ventilation fans, extraction equipment and associated accessories. With thousands of products serving both trade installers and homeowners, the business had established genuine market authority in a sector where product knowledge and reliability matter enormously.
However, the industrial ecommerce landscape was evolving rapidly. New competitors were entering the market with aggressive pricing strategies and modern website experiences. Established players who didn't invest in their digital presence risked losing market share to brands that were simply more visible, more accessible and more aggressively marketed online.
Creative Marketing identified a clear opportunity: by implementing a cohesive, full service marketing strategy — combining website modernisation, paid advertising across Google and Microsoft, long-term SEO development and consistent content marketing — I-Sells could not only defend its market position but actively grow organic visibility, improve advertising efficiency and strengthen customer acquisition across every digital channel.
The goal was straightforward but ambitious: transform I-Sells from a well-known trade supplier into a digitally dominant industrial ecommerce brand.
Competing in a Price-Driven Industrial Marketplace
Industrial ecommerce presents a unique set of challenges that differ fundamentally from consumer retail. The audience is split between trade professionals who need specific technical products quickly and domestic customers who are often navigating unfamiliar product categories for the first time. Marketing to both audiences simultaneously — without diluting the message for either — requires strategic precision.
I-Sells faced several interconnected challenges. The existing website had been built on custom code that was increasingly difficult to maintain and lacked the flexibility needed for modern marketing integrations. Product pages needed improvement to compete with newer entrants who were investing heavily in user experience and product merchandising.
Aggressive Competitor Pricing
New market entrants were competing primarily on price, creating pressure on margins and making it essential to differentiate through value, authority and customer experience.
Legacy Website Infrastructure
The existing custom-coded website limited marketing agility — integrating analytics, email capture, conversion tracking and modern UX patterns required a fundamental replatforming.
Complex Product Catalogue
Thousands of technical products across multiple categories required careful organisation, accurate descriptions and structured data to ensure both customers and search engines could navigate effectively.
Dual Audience Challenge
Balancing the needs of trade professionals seeking speed and precision with domestic customers requiring guidance and education demanded a nuanced marketing approach.
Limited SEO Visibility
Despite strong brand recognition in the trade, I-Sells was underperforming in organic search for many high-value product and category terms — leaving significant traffic to competitors.
PPC Efficiency
Existing paid advertising campaigns needed restructuring to improve return on ad spend and capture demand more effectively across both Google and Microsoft search networks.
A Full Service Marketing Ecosystem for Industrial Ecommerce
Rather than addressing individual channels in isolation, Creative Marketing designed an integrated omni-channel strategy where each marketing discipline reinforced the others — creating a compounding growth effect across paid, organic, social and email.
Website Replatforming to WordPress
The first strategic decision was to migrate the website from its legacy custom codebase to WordPress with WooCommerce. This wasn't simply a redesign — it was a fundamental replatforming that would unlock marketing agility, improve site speed, enable modern analytics integrations and provide the flexibility to iterate quickly on product pages, landing pages and conversion pathways.
Google Ads Campaign Architecture
We restructured the Google Ads account from the ground up, building campaign architecture around product categories and customer intent. Search campaigns were designed to capture trade professionals searching for specific products, while Shopping campaigns showcased the breadth of the catalogue. Performance Max campaigns were introduced to expand reach across Google's full network.
Microsoft Ads Expansion
Recognising that trade professionals disproportionately use Microsoft Edge and Bing (particularly in workplace environments), we expanded paid advertising to the Microsoft Ads network. This opened an additional acquisition channel with lower competition and strong conversion rates from a highly relevant audience.
SEO Topical Authority Strategy
We developed a comprehensive SEO strategy built around establishing I-Sells as the definitive online authority for ventilation, ducting and extraction information. This included optimising product and category pages, creating technical content around installation guides and product comparisons, and building topical clusters that reinforced the site's relevance for hundreds of commercially valuable search terms.
Content Marketing & Social Media
Consistent content creation across social channels helped build brand visibility and engagement. Product demonstrations, installation tips, industry news and educational content positioned I-Sells as more than just a supplier — but as a trusted knowledge resource for trade professionals and homeowners alike.
Email Marketing Strategy
We developed email marketing workflows designed to nurture leads, re-engage past customers and promote seasonal products and offers. Automated sequences were implemented to recover abandoned carts and cross-sell related products — creating an additional revenue layer that complemented the paid and organic channels.
Measurable Growth Across Every Channel
The full service approach delivered compounding returns. A 780% return on investment demonstrates the commercial efficiency of integrating paid advertising with organic growth — each channel reinforcing the other to maximise overall return.
20% organic growth reflects the impact of sustained SEO work and topical authority building — with I-Sells now ranking for hundreds of ventilation and ducting search terms that were previously invisible. The 240% increase in search queries shows the expanding digital footprint across both branded and non-branded terms.
The project continues to evolve as the website replatforming progresses and new marketing channels are integrated — with each phase building on the commercial foundations already established.
"Kasim and the team work wonders… Kasim was quick to audit our website's current SEO status and ads. He helped identify key components that could amplify our reach with customers and has gone above and beyond to help us understand the potential for growth."
How AI Is Transforming Industrial Ecommerce Marketing
Industrial ecommerce presents unique opportunities for AI-enhanced marketing. The technical nature of the product catalogue, the specificity of search queries and the distinct behaviour patterns of trade versus domestic customers create rich data environments where AI-driven insights can significantly improve marketing performance.
AI-Assisted Keyword Discovery
Machine learning models identify long-tail technical search terms that manual research would miss — uncovering high-intent queries specific to ducting specifications, ventilation standards and product compatibility.
Predictive Demand Analysis
AI forecasts seasonal demand patterns for ventilation products, enabling proactive campaign scaling ahead of peak periods like summer cooling and winter heating seasons.
Automated Campaign Optimisation
AI-powered bidding strategies continuously optimise ad spend across thousands of products, adjusting bids in real-time based on conversion probability and competitive dynamics.
AI-Driven SEO Insights
Natural language processing analyses search behaviour evolution in the ventilation sector, identifying emerging topics and content gaps that inform the topical authority strategy.
Performance Forecasting
Predictive models project campaign outcomes before budget is committed, enabling confident scaling decisions backed by data-driven confidence intervals.
Audience Segmentation
AI identifies distinct behavioural patterns between trade and domestic customers, enabling tailored messaging and bidding strategies for each audience segment.
Lessons From Marketing Industrial Ecommerce Brands
Technical SEO is non-negotiable for product-heavy sites
Industrial ecommerce websites with thousands of technical products require meticulous technical SEO — from structured data and canonical management to crawl budget optimisation and faceted navigation control. Without this foundation, no amount of content or link building will deliver sustainable organic growth.
Balancing trade and consumer audiences drives efficiency
The most effective industrial ecommerce marketing strategies acknowledge the fundamental differences between trade and domestic buyers. Trade professionals want speed, specifications and reliability. Domestic customers want guidance, reassurance and clear product explanations. Serving both well requires distinct but coordinated approaches.
Paid search scales predictably in technical industries
Technical product searches tend to be highly specific and commercially intentional. This specificity makes paid search campaigns exceptionally efficient — particularly when campaign architecture mirrors the product catalogue structure and bidding strategies reflect the different value profiles of trade and retail transactions.
Topical authority compounds over time
In industrial sectors, establishing authoritative content coverage around technical topics creates a compounding SEO advantage. Each piece of genuinely useful content strengthens the site's overall authority, making it progressively easier to rank for new terms and defend existing positions against competitors.
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