Brooklyn Equipment — 1200% ROAS: Outcompeting Walmart, Target, Overstock, eBay & Etsy in Safety Equipment
Industry
Safety Equipment & Personal Protective Equipment
Services
Google Ads, Microsoft Ads
The Challenge
Brooklyn Equipment is a Brooklyn, New York-based e-commerce retailer specializing in safety equipment and protective products, serving both B2B and consumer markets across the United States. When we began working together, the business was processing 3-5 orders daily acquired organically and through their social media efforts. The competitive landscape included major marketplaces like eBay, Walmart, Overstock, and Etsy, making efficient customer acquisition particularly challenging for an independent New York-based retailer competing against billion-dollar platforms.
Our Approach
We built a comprehensive search and shopping strategy across Google and Microsoft Ads, designed to capture demand at multiple stages of the customer journey:
- Developed granular campaign structures segmenting by product category, customer type, and purchase intent
- Implemented Shopping campaigns optimized for product feed quality, competitive pricing visibility, and conversion performance
- Deployed Search campaigns targeting both branded and non-branded keywords relevant to safety equipment procurement across the US market
- Created dedicated acquisition paths for enterprise and institutional buyers with longer sales cycles and higher contract values
- Established systematic testing protocols for ad copy, landing pages, and bidding strategies to compete effectively against marketplace dominance
- Created infrastructure to support rapid scaling while maintaining efficiency metrics
Our Approach
We built a comprehensive search and shopping strategy across Google and Microsoft Ads, designed to capture demand at multiple stages of the customer journey:
- Developed granular campaign structures segmenting by product category, customer type, and purchase intent
- Implemented Shopping campaigns optimized for product feed quality, competitive pricing visibility, and conversion performance
- Deployed Search campaigns targeting both branded and non-branded keywords relevant to safety equipment procurement across the US market
- Created dedicated acquisition paths for enterprise and institutional buyers with longer sales cycles and higher contract values
- Established systematic testing protocols for ad copy, landing pages, and bidding strategies to compete effectively against marketplace dominance
- Created infrastructure to support rapid scaling while maintaining efficiency metrics
Results We Delivered
Over an 18-month engagement period:
- Daily order volume increased from 3-5 to over 300 orders — a 60x growth in transaction volume
- Achieved superior search impression share versus major marketplace competitors including Walmart, Target, Overstock, eBay, and Etsy, maintaining #1 rank for 3 consecutive quarters
- Delivered 1,200% return on ad spend across the account with consistent month-over-month growth
- $1M in advertising investment generated 12x return in directly attributed revenue, with total business impact reaching 30x when accounting for repeat purchases and customer lifetime value
- Generated seven-figure enterprise contracts across multiple institutional buyers and B2B customers
- Built a sustainable acquisition system that transformed a Brooklyn-based small-scale operation into a market leader competing successfully against billion-dollar marketplaces
Key Takeaway
This engagement demonstrates how independent e-commerce businesses can compete effectively against marketplace giants through strategic positioning and disciplined execution. By developing differentiated acquisition strategies for both retail and enterprise segments, this New York-based retailer established a sustainable competitive advantage in a crowded market. The results reflect the compounding value of systematic campaign management over an extended partnership, where continuous optimization and market adaptation drove both volume growth and customer mix expansion.
Founder of Brooklyn Equipment, Brooklyn Textiles, US
Amazing work , with outstanding ROAS. Also cares about all aspects. And found good targets for us.
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Amazing expert in his field with amazing ROAS and great ROI on work. Also cares a lot about his work and spends a lot of time improving everything.
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Imran is very creative, works hard and is results driven. He managed to impact my business very positively and improved our PPC beyond even what he thought was possible at first. He is the best PPC professional I have ever worked with.
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Imran is the best expert I have ever seen in PPC. He took my company to a new level. I can only strongly recommend him. He is organized, great work ethics, great communications, and can ramp up and bring more people in as needed.