Ansell

Ansell is a global manufacturer of protective solutions with offices in 52 countries, with most consumer demand for its protective products routed through specialist industrial-supply retailers and trade outlets rather than direct purchase. The acquisition problem was not about generating new sales leads. It was about helping branded-product search demand find the retailers that stocked Ansell products.

When a buyer searched for HyFlex 11-542 or AlphaTec 88-350 protective gloves, they needed to be routed to a stockist that could ship the product, not to a competitor's listing or a generic comparison page. The brief was to build a campaign architecture that monetised this product-discovery moment for Ansell's channel partners while keeping the unit economics defensible across a substantial product portfolio.

The campaign portfolio was structured around two layers. A Where to Buy campaign carried the high-intent product-search traffic to Ansell's store locator, treating store-locator conversions as the primary acquisition event. Around that core sat 20 supporting campaigns covering product-specific search and display for HyFlex, AlphaTec, Micro Touch Blue Nitrile and Healthcare Acute SKUs.

Campaigns were split by intent stage (search captured demand, display reinforced awareness, shopping listings showed product imagery) and by market (Australia primary, New Zealand for the Healthcare Acute track). Each product-line campaign ran its own search and display variant in parallel so spend allocation could shift between channels as conversion data accumulated.

The architecture allowed under-performing SKU campaigns to be paused without disturbing the Where to Buy core that was delivering the bulk of measurable conversions.

The Where to Buy search campaign delivered 196 store-locator conversions at a cost per conversion of A$12.12, a 9.21% click-to-conversion rate from 2,210 clicks.

The same framework, applied to a single SKU, delivered HyFlex 11-542 conversions at A$12.99 cost per conversion on a 9.09% click-to-conversion rate. The Where to Buy efficiency held when narrowed from the brand-wide programme to product-line precision. HyFlex 11-542 Display contributed an additional 24 conversions at A$35.09 each, the strongest unit economics on the display side of the portfolio.

The campaign architecture gave Ansell a measurable, performant channel that supported the retail partner network without taking demand away from it. Branded-product search demand was monetised at the product-discovery moment, with conversions routed to stockists rather than competing on direct-purchase economics.