Electronics Marketing Agency

iBuyXS is a US-based electronics buy-and-sell platform that moves surplus stock at scale. They're the middleman between global suppliers and major manufacturers.

Think bulk electronics from China landing with Apple and other big-name buyers. They handle the complex logistics so businesses get fair value for surplus inventory without the headache.

With over 30 years in the industry, they've built a reputation for keeping things simple, reliable, and efficient. No complicated processes, just results.

The Challenge

Overlapping keywords driving up costs unnecessarily

Our ads were running, but something wasn't right. Costs kept climbing and we couldn't figure out what was actually working.
— iBuyXS

What the audit uncovered

Ad groups competing against each other
Confusing location targeting setup
No dynamic features or keyword insertion
Missing dynamic search ads and sitelinks
Outdated tracking hiding true performance

The situation

When we got under the hood, the problems jumped out. Overlapping keywords, confusing location targeting, and ad groups that were competing against each other. It was pushing costs higher and holding performance back.

The ads themselves needed work. No dynamic features like keyword insertion, no smart location targeting, no social proof to stand out. Big opportunities like dynamic search ads and advanced sitelinks were sitting untouched.

Tracking was outdated too, which meant they couldn't see what was actually driving results. A comprehensive marketing audit revealed it all: wasted budget, fewer conversions, and a ROAS that wasn't where it needed to be.

Before and after

Where they started, where they are now

From breaking even to profitable growth

Before

Low

ROAS

Barely breaking even

High

CPA

Expensive conversions

Weak

Feed Quality

Basic product listings

Poor

Conversion Rate

Visitors not buying

After Partnership

745%

ROAS

Profitable ad spend

↓25%

Cost/Conv

More efficient conversions

↑3.35%

Conv Rate

More visitors converting

↓21%

CPC

Cheaper clicks

The rollout

From Local Store to Online Market Leader

Heavy lifting upfront, then 18 months of refinement and compounding results

Month 1-2

Full Account Overhaul

We did the heavy lifting upfront. Reorganised ad groups to match actual search intent, separated 'buy' from 'buyer' keywords, consolidated overlapping campaigns, and stopped keyword cannibalisation. Introduced dynamic keyword and location insertion, added social proof to ad copy, and set up WhatConverts for proper tracking.

Month 3-6

Testing & Refinement

With the structure in place, we started experimenting. Tested different headlines, tweaked bidding strategies, and monitored which ad variations drove the best results. Launched Dynamic Search Ads to capture traffic from keywords they weren't actively bidding on.

Month 7-12

Scaling What Worked

Fed the winning headlines and landing pages back into core campaigns. Cleaned up unnecessary conversion actions and aligned values with real outcomes. Adjusted budgets based on what was actually performing.

Month 13-18+

Ongoing Optimisation

Continued refining bids, testing new ad copy, and monitoring performance. Regular check-ins to spot opportunities and catch underperformers early.

What We
Changed

A profit-focused strategy for competitive e-commerce

01
Targeted Segments
Identified and focused on the most profitable product categories and customer segments, not just highest volume.
02
Feed Optimisation
Enhanced product feeds with better titles, descriptions, and images to improve quality scores and ad relevance.
03
Profitability Focus
Built campaigns around margin data, not just sales volume. Every decision tied back to actual profit.

Separate pages for the two halves of the business

iBuyXS both buys surplus components and supplies hard to find ones. A single page trying to do both left each audience reading copy written for the other side.

Open any page, then scroll it from header to footer

iBuyXS homepage shown from header to footer — Homepage
ibuyxs.com
Says buy and sell in the first line, then splits the two audiences immediately so nobody has to work out which half of the site they belong in.

iBuyXS sell excess inventory page shown from header to footer — Sell inventory page
/sell-excess-electronic-components-inventory
Built for companies sitting on surplus stock. It turns the pitch into the three things a finance manager cares about: cash freed up, warehouse space back, obsolescence avoided.

iBuyXS immediate sale page shown from header to footer — Immediate sale page
/immediate-sale
A stripped back page for the seller who wants one thing, a free excess appraisal, with nothing else on the page competing for that click.

iBuyXS electronic component shortage mitigation page shown from header to footer — Shortage mitigation page
/electronic-component-shortage-mitigation
The buy side. Written for a procurement manager whose production line is about to stop because a part is unavailable, not for someone browsing a parts catalogue.

What we built

Main site rebuild
Sell inventory landing page
Immediate sale landing page
Shortage mitigation page
Free appraisal request flow

745% ROAS after we split buy and sell

The dashboards below are from the Google Ads account once each audience had its own campaign.

745% ROAS after buy and sell each had their own campaign, instead of sharing one.
Google Ads account · Post-restructure

Cost per conversion down 25% and cost per click down 21% on the same spend.
Google Ads account · Matching window

745%

ads ROAS

↓25%

cost per conversion

↑3.35%

conversion rate

↓21%

cost per click

When we started, their ads weren't delivering. But over the following months, the turnaround was remarkable. Every decision was guided by a Google Ads specialist who understood the B2B electronics buying cycle.

We cut cost per conversion by 25%. Lower costs meant they could bring in high-value bulk order buyers without overspending on every lead. Before scaling, we benchmarked budgets with a transparent pricing structure to keep the engagement accountable.

Conversion rate improved by 3.35%. Continuous PPC testing kept the campaigns sharp and connected with the right people. Cost per click dropped 21%, stretching their budget further.

ROAS hit an impressive 745%. For every dollar in, more than seven came back. These numbers are what happens when you work with a dedicated eCommerce Google Ads agency who focuses on efficiency and relevance instead of just volume.

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