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LEGO® Aftermarket Resellers

Discover how this LEGO® aftermarket reseller used PPC campaigns to engage enthusiasts, driving traffic for minifigures, sets, and trade services.
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A colorful pile of LEGO bricks in red, green, yellow, and black, with the word LEGO in bold white letters outlined in black, yellow, and red across the center.

Brief / Goals

This trusted LEGO® aftermarket reseller specializes in minifigures, sets, bricks, and accessories, offering buy, sell, and trade services to LEGO enthusiasts. Their primary goals for the Google Ads campaign were to:
  • Increase sales of LEGO® products, including rare and exclusive items.
  • Attract new customers to their buy, sell, and trade platform.
  • Drive traffic to their e-commerce website and improve online visibility.
  • Establish their brand as a go-to source for LEGO® enthusiasts.

Challenges

The campaign faced the following challenges:
  • Niche Audience: Targeting a specific audience of LEGO® collectors and enthusiasts.
  • Competition: Competing with large e-commerce platforms and other niche resellers.
  • Price Sensitivity: Addressing consumer concerns about pricing for rare and exclusive LEGO® items.

Our Approach / Strategy

Google Ads Strategy
  • 1. Keyword Research and Targeting:
  • Focused on high-intent keywords.
  • Negative keywords filtered out irrelevant traffic.
  • 2. Compelling Ad Copy:
  • Launched seasonal ad copy, such as “Prepare Your Lawn for Spring” and “Winter Property Maintenance You Can Trust,” to match client needs throughout the year.
  • 3. Shopping Ads and Dynamic Search Ads:
  • Highlighted USPs (unique selling points), such as "Affordable Property Maintenance," "Transform Your Outdoor Spaces," and "Trusted Landscaping Experts."
  • CTAs that drive immediate action.
  • 4. Location Targeting and Adjustments:
  • Ads were shown only to users in specific service areas to maximize relevance and minimize wasted ad spend.
  • Location extensions displayed the company’s address and directions for easy access.
  • 5. Landing Page Optimization:
  • Custom landing pages for each service (lawn care, landscaping, and property maintenance) provided tailored messaging.
  • Trust signals such as customer testimonials, before-and-after photos, and satisfaction guarantees were prominently displayed.

Google Ads Results

The campaign delivered exceptional results, driving both sales and brand awareness:
  • 68% increase in online sales of LEGO® products
  • 52% growth in website traffic from Google Ads
  • 39% reduction in cost-per-click (CPC)
  • 27% increase in conversions for buy, sell, and trade services
By targeting specific LEGO® enthusiasts with tailored campaigns and optimizing ad performance, the reseller strengthened their online presence and established themselves as a trusted partner for LEGO® collectors worldwide.

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