Biggest hurdle
Market Competition
Heavy competition from global ecommerce giants — Amazon, Best Buy, and large online retailers dominate search
PR Cables is a cable and electronics products company supplying high-quality cables, connectors, and accessories to retail consumers and wholesale buyers across Canada. Stocking a comprehensive range of audio, video, power, and data cables for residential and commercial use, PR Cables competes in a market dominated by large retail chains and international ecommerce platforms.
Infinity Digital was engaged to deliver two integrated services: a Google Ads campaign driving product sales and brand visibility through high-intent search traffic, and a graphic design suite creating compelling visual assets for product promotions, retail marketing, and brand communications across digital and print channels.
About the Project
The Challenge
Competing in the cable and electronics market requires cutting through significant noise:
Price Sensitivity
Cable products are commoditised — price and brand trust are the primary purchase drivers
Audience Segmentation
Retail and wholesale audiences require distinct messaging and different conversion journeys
Product Visibility
Product listings must visually stand out in crowded digital shelves and retail environments
Search Strategy
Google Ads must balance product-specific intent with broad brand awareness efficiently
Professional Design
Marketing materials needed professional design quality to compete at retail and trade show level
Advertising
Google Ads Campaign Management
Infinity Digital built a structured Google Ads strategy targeting high-intent cable and electronics buyers across Canada — focusing spend on searches with the strongest purchase intent while maintaining brand presence in competitive product categories.
01
Campaign Architecture
- Dedicated Search campaigns organised by product category: audio cables, video cables, power cables, data cables
- Separate Shopping-intent ad groups for product-specific queries and brand comparison searches
- Brand awareness campaign supporting recognition in competitive retail search environment
- Negative keyword framework preventing spend on irrelevant queries and non-purchasing intent
02
Keyword Strategy
Novella Homes — Family & First-Time Buyer Keywords
- New homes for sale Ontario, new construction homes, family homes [city]
- Pre-construction homes, first-time buyer homes, new townhomes Ontario
- Affordable new homes, move-in ready homes, freehold townhomes
Ellis Lanes — Urban Professional & Townhome Keywords
- Townhomes for sale Ontario, new townhomes, lane homes, urban townhomes
- Low maintenance homes, modern townhomes, new construction townhomes
- Townhouse developments Ontario, boutique townhomes
Empire Legacy Homes — Luxury & Estate Keywords
- Luxury homes Ontario, estate homes for sale, executive homes new construction
- Premium new homes, custom estate homes, luxury pre-construction Ontario
- Large lot homes, luxury freehold homes, prestige new homes
03
Ad Creative & RSAs
- Responsive Search Ads with multiple headline variants testing product features, pricing, and delivery
- Value-proposition headlines: Fast Shipping, Canadian Seller, Quality Guaranteed, Bulk Discounts
- Product-specific headlines tailored to each cable category ad group
- Promotional headlines reflecting active sales, seasonal offers, and volume pricing
- Ad extensions: sitelinks to product categories, callout extensions, call extension, and price extensions
- Structured snippet extensions listing cable types and compatibility highlights
04
Geo-Targeting & Audience
- Nationwide Canadian geo-targeting with bid adjustments favouring high-conversion metro markets
- In-market audiences layered: consumer electronics buyers, home improvement, tech accessories
- Custom intent audiences built from competitor product searches and electronics retailer visits
- Remarketing lists re-engaging product page visitors who did not complete a purchase
- B2B audience signals added for wholesale and commercial cable buyer segments
05
Bid Strategy & Budget
- Maximise Clicks strategy during initial data collection transitioning to Target ROAS
- Product category bid adjustments reflecting margin and conversion rate differences
- Device bid strategy prioritising desktop for high-value commercial and bulk orders
- Dayparting optimisation scheduling higher bids during peak purchase-intent windows
- Weekly search term reviews expanding profitable queries and eliminating wasteful spend
- Monthly ROAS and cost-per-conversion reporting with campaign adjustment recommendations
06
Optimization & Reporting
- Bi-weekly search term audits removing irrelevant queries and expanding converting terms
- A/B testing of ad headlines identifying top-performing messaging for each buyer profile
- Negative keyword lists maintained across all three campaigns preventing budget waste
- Conversion tracking tied directly to registration form submissions on each landing page
- Monthly performance reports per project: impressions, clicks, CTR, cost-per-registration
| Campaign | Ad Strategy | Keyword Focus | Primary Goal |
|---|---|---|---|
| Novella Homes | Community & benefit-led RSAs | New homes, family homes, first-time buyer | VIP Registration & Site Visits |
| Ellis Lanes | Design & lifestyle RSAs | Townhomes, lane homes, urban new construction | VIP Registration & Inquiry Calls |
| Empire Legacy | Prestige & exclusivity RSAs | Luxury homes, estate homes, executive builds | Exclusive Preview Registrations |
Performance
Google Ads Performance
Consistent campaign management delivered strong local visibility and cost-efficient client acquisition:
Top 3
Ad Position (Average)
High CTR
Click-Through Rate
Local Focus
Geo-Targeted Coverage
Low CPC
Cost-Per-Click Optimised
Campaign Type
Google Search — local service ads targeting haircut & barbershop intent
Keyword Strategy
High-intent local terms: fades, barbers, men's haircut, beard grooming
Ad Format
Responsive Search Ads (RSAs) with call + location + sitelink extensions
Targeting
Geo-fenced radius campaign maximising local foot-traffic potential
Bid Strategy
Maximise clicks transitioning to target CPA as conversion data matured
Optimisation Cycle
Bi-weekly bid adjustments, search term reviews, and ad copy testing
Negative Keywords
Ongoing exclusions preventing irrelevant spend (e.g. DIY, wholesale)
How We Succeed!
Key Achievements
Deliverables shipped
Google Ads Campaign
Full setup and management across cable product categories
Keyword Strategy
Product, application, spec, brand, and wholesale keyword coverage
Responsive Search Ads
RSA creative per ad group with value, product, and promo variants
Ad Extensions
Sitelinks, callouts, call, price, and structured snippet assets
Audience & Remarketing
In-market, custom intent, and remarketing list targeting
Bid Strategy Management
Target ROAS optimisation with weekly search term and bid reviews
Digital Ad Creatives
Static and animated banners for Google Display and retargeting
Product Marketing Graphics
Feature cards, spec graphics, and compatibility visuals
Promotional Flyers
Retail and wholesale distribution materials for product promotions
Social Media Templates
On-brand post and ad templates for ongoing social media activity
Costco Promotional Graphics
Retail placement materials supporting Costco distribution channel
Brand Consistency System
Templates and style standards for independent team content creation
Monthly Reporting
ROAS, CPC, conversion, and creative performance analysis
Ready to Grow Your Product Sales Online?
Contact Infinity Digital for Google Ads management and professional graphic design for product businesses.
Client Impact
PR Cables gained a competitive edge in the Canadian cable and electronics market through the combined power of targeted search advertising and professional visual assets. The Google Ads campaign ensures PR Cables appears prominently when Canadian buyers actively search for specific cable products — capturing purchase-ready intent at the exact moment of decision, even in a market dominated by large national retailers.
The professional graphic design assets elevated PR Cables' visual presence across every customer touchpoint — from Google Display ads and social media promotions to retail shelf materials and wholesale presentations. The cohesive visual identity built across digital and print channels strengthens brand recognition over time, making PR Cables a trusted name rather than just another generic cable supplier.
The strategic alignment between ad creative and marketing design ensures messaging consistency throughout the customer journey — the same value propositions communicated in Google Ads are reinforced in the visual materials customers encounter at retail, online, and in sales conversations. This full-funnel brand coherence builds the trust and recognition that converts first-time buyers into repeat customers and retail partnerships.
Why This Project Succeeded
Success Story
Success factors
01
Two-Channel Integration
Google Ads and graphic design built together for full-funnel coherence
02
Product Category Depth
Keyword and creative strategy covering every cable product segment
03
B2B and B2C Coverage
Campaign and design assets serving both retail and wholesale audiences
04
Visual Differentiation
Professional design setting PR Cables apart from commoditised competition
05
National Reach
Canada-wide search presence capturing demand across all major markets
06
Performance Focus
Target ROAS bidding and weekly optimisation compounding efficiency over time
07
Retail-Grade Creative
Design quality enabling PR Cables to compete at Costco and major retail level
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