Shelter Tools
Full-funnel Google and Meta campaigns for a timber framing tool retailer that grew orders 94% and new customers 79% at a 5x return.
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Shelter Tools is one of the country's leading suppliers of timber framing and woodworking tools, part of the family-owned Shelter Institute in Woolwich, Maine. Its customers are a small, serious audience: experienced craftspeople and owner-builders who research for months before they buy.
Our First Pier team built full-funnel campaigns across Google and Meta around that reality. The goal wasn't reaching more people; it was finding the right ones, then showing up at every stage of their research with copy that reflected the shop's hands-on credibility: if Shelter sells it, they use it.
Audience targeting, continuous creative testing and steady optimization paid off. Orders grew 94% year over year and new customers 79%, at a 5x blended return on ad spend. During the annual Toolapalooza sale, online sales rose 39% over the previous year's event.
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