Turning a national welding catalog into 33% revenue growth.

Over 9 months, we rebuilt the engine around every stage of the buying journey. Monthly revenue climbed 33%, traffic scaled 30%, and nearly 6 in 10 customers came back to buy again.

Catalog depth1000sSKUs across welders, torches, plasma cutters, gas regulators, consumables, PPE, and accessories.

Channel mix5Paid, SEO, ecommerce, CRO, and lifecycle email working as one connected system.

Buyer segments3Fabrication shops, tradespeople, and manufacturers, each with their own creative, offer, and email cadence.

The Challenge

A deep catalog. A buyer base that buys repeatedly. A growth ceiling that would not move.

“In B2B eCommerce, the winner is rarely the biggest catalog. It is the catalog that is easiest to find, easiest to trust, and easiest to come back to.”

— Marino Marks

Canada Welding Supply sells serious gear. Plasma cutters, TIG torches, engine-driven welders, industrial-grade gas regulators. Their buyers are fabrication shops, tradespeople, and manufacturers who buy repeatedly and spend meaningfully.

The product was there. The audience was there. What was missing was a system that could surface the right product to the right buyer at the right moment, defend margin against larger US competitors, and turn first-time purchasers into repeat accounts.

Our Approach

How we solved it

Most ecommerce growth stalls because channels work in isolation. We rebuilt Canada Welding Supply's growth program as one connected system, where paid acquired the right buyer at the right cost, SEO captured the research and comparison traffic ads cannot afford, the site converted intent into orders, and lifecycle email earned the second, third, and fourth purchase. Every channel pulled its weight, and every channel made the next one stronger.

Step 01

MATCH THE CHANNEL TO THE BUYER’S MOMENT

A welder researching a TIG torch on Google is not the same buyer as a fabrication shop placing their fifth order this quarter. We built a different system for each. Paid captured high-intent buyers. SEO went deep on the categories researchers actually search. Meta carried trades-facing creative for the people doing the work.

Category and product-level paid campaigns
Collection and product page SEO at technical depth
Trades-facing Meta creative by buyer segment
Intent-mapped messaging across paid, organic, and on-site

Step 02

RUN COORDINATED CAMPAIGNS, POWERED BY IN-HOUSE VIDEO

Single-channel promotions leave revenue on the table. We ran multi-channel campaign sprints tied to specific buyer segments, moving the same message across paid, email, SMS, and site in lockstep. The fuel was in-house video: unboxings, product demos, and short-form content shot for the workshop floor, not the stock library.

Multi-channel campaign sprints tied to buyer segments
In-house video production: unboxings, product demos, trades-facing creative
Flash sale campaigns coordinated across paid, email, SMS, and site
Segment-specific offers, creative, and cadence

Step 03

EARN THE SECOND, THIRD, AND FOURTH PURCHASE

Acquisition only pays off if the customer comes back. We built the retention engine around real consumable cycles in welding. Lifecycle email did the heavy lifting. Paid retargeting kept the brand in front between orders. SMS handled the urgency moments. Together, they pushed returning customer rate to 59.72%.

Lifecycle email flows: welcome, post-purchase, replenishment, win-back
Paid retargeting tuned to repeat-purchase windows
SMS for restock alerts, shipping, and time-sensitive offers
Retention measured by returning customer rate, not list growth

The Work

What we built.

The Golden Funnel.
Post-purchase, win-back flows, and personalized email campaigns at scale built around real consumable cycles in welding. Helmets, tips, wire, gas, gloves, abrasives. Each email designed to look like it came from someone who knows the trade, not a generic ecommerce template. This is the system that pushed returning customer rate to 59.72%.

Trades-facing creative.
An in-house media engine built for ecommerce performance. Product shots that lifted product page conversion. Short-form video that drove paid CTR and email click-through. Unboxings and demos that fueled campaign sprints. Every asset tied to a channel and a metric we needed to move.

The Results

The numbers that matter.

Online revenue

+33%

MONTHLY, YEAR-OVER-YEAR

Not a one-month spike. Full-period revenue grew 15% alongside the monthly peak.

REPEAT CUSTOMER RATE

59.72%

RETURNING CUSTOMERS

Personalized email at scale, segmented by buyer type and consumable cycle. Each customer got the right message at the right moment, not the same broadcast everyone else got.

TRAFFIC

+30%

MONTHLY SESSIONS, 120K TO 155K+

SEO depth and margin-weighted paid working together. Qualified traffic grew without inflating cost per visitor.

ORDERS

32.6K

TOTAL ORDERS, +8%

Ongoing experimentation across product pages, stock signalling, and checkout, converting more of the right visitors across the catalog.

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Turning a national welding catalog into 33% revenue growth.

A deep catalog. A buyer base that buys repeatedly. A growth ceiling that would not move.