Kramp

Kramp acquires 128 new customers and reduces CPA by 75%.

Smarter campaigns, greater impact.

How do you get more out of paid advertising without inflating the budget? For Kramp, the answer lay in a combination of smart targeting, technology, and data-driven choices. As one of Europe’s largest technical wholesalers, Kramp wanted to achieve scalable growth across multiple countries, while maintaining a clear focus on valuable customers.

Together with Adwise, a strategy was rolled out that not only led to a significant increase in new customers, but also drastically reduced acquisition costs. With 128 new customers, a 75% lower CPA, and a strong foundation for further growth in 2025, the results speak for themselves.

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Kramp

Specialist in agricultural parts.

Kramp is Europe’s largest agri-technical wholesaler and a family-owned business with more than 70 years of experience. With an impressive range of over one million products and annual revenue of €1.2 billion, Kramp serves a diverse technical B2B audience across sectors such as agriculture, garden & park, earthmoving, and OEM. Customers benefit from exclusive access to the extensive e-commerce platform through a personal login, enabling Kramp to optimally support them in their technical needs.

Challenge and objective

Focus on valuable customers.

Kramp wanted to expand its B2B customer base in four strategically important markets: Germany, France, Italy, and Spain. The focus was not on generating as many leads as possible, but on attracting customers who would deliver real long-term value.

The challenge was to develop a scalable approach that would not only drive volume, but also be selective enough to keep acquisition costs low. This required a campaign smart enough to allocate budget effectively, while remaining flexible enough to respond to local market differences, all while maintaining control over performance.

The strategy

Performance driven by data.

Together with Kramp, we developed a strategy that combined product-focused advertising with advanced data techniques. When potential customers searched Google for specific parts, they were shown a highly relevant ad that directed them straight to the appropriate product page.

To maximize return on ad spend, we implemented value-based bidding and predictive modeling. This enabled Kramp to focus on the most promising leads — customers with the highest projected revenue potential. By leveraging Google Ads Data Manager and integrations with BigQuery, first-party data was fully utilized and strategically activated.

Implementation and results

Through continuous campaign monitoring, we continuously optimized performance based on metrics such as CTR, conversion rate, and cost per lead. The implementation of Enhanced Conversions for Leads and Customer Match further improved data quality and attribution.

CPA

75% reduction in CPA

New customers

128 new purchasing customers, exceeding the target of 100

Revenue growth

7% revenue growth driven by new customers

Coordination time

Reduced coordination time through centralized project management

The impact

Measurable gains across the board.

The collaboration delivered not only strong results, but also lasting impact. By centralizing processes and using data intelligently, Kramp structurally saved both time and marketing budget. In addition, the success led to an increased advertising budget and further investments in technology and capacity to continue this growth in 2025.

Sven Holtman

Performance Marketing Specialist SEA-SEO at Kramp.

“In addition to the impressive results, collaboration and trust among all stakeholders have improved significantly. For 2025, this has resulted in increased Google Ads budget and additional technology capacity to continue this growth trajectory.”