Milwaukee Tool

Milwaukee Tool was one of my performance clients at EssenceMediacom, alongside adidas and People First Bank. They don't sell direct online. The conversion is a click-through to a stockist, meaning every conversion looks identical, whether it came from a tradesperson buying their fifth tool or someone buying into the brand for the first time.

How

I split the audience into returning and new customers. This let the account tell the difference before deciding what a click was worth. Then I moved it onto value-based bidding weighted toward new customers and bid down on returning ones. Budget went to acquisition, rather than to people who were coming back anyway.

Why the number holds up

New-customer cost per acquisition fell 40 per cent across all digital activity inside three months, not just on one flattering channel, and fast enough for the client to see it inside a single benchmark cycle. A shift that size comes from telling two audiences apart, not from bid tweaks.