1. Executive Summary & Overview

Operating since 1999 as a major energy and electrical materials wholesale distributor with a 7,000m² logistics headquarters in Istanbul, Yıldız Elektrik-İnşaat expanded into high-velocity digital retail through Star Akım (starakim.com). Cataloging tens of thousands of SKUs across industrial switchgear, residential wiring devices, smart lighting, and cables, Star Akım serves both professional B2B electrical contractors and DIY homeowners.

Star Akım partnered with Zeo to scale its multi-channel performance marketing operations across Google Ads, Google Shopping, Performance Max, and Paid Social (Meta Ads) channels. By deploying granular product feed labeling, automated target ROAS bidding rules, and segmented B2B/B2C audience funnels, the campaign achieved a +144% increase in Paid Search revenue, a +154% surge in Paid Social revenue, and a +89% growth in total online transactions.

2. Challenge & Market Context

Performance marketing for technical electrical equipment involves narrow margins and broad marketplace competition:

Aggressive Marketplace Price Competition: Competing against giant general marketplaces bidding heavily on high-demand electrical brand terms (Viko, Schneider, Siemens).
Dual B2B/B2C Conversion Dynamics: Balancing high-order-value bulk contractor purchases (low frequency, high AOV) with everyday retail consumer orders (high frequency, lower AOV).
Feed Hygiene on Massive Technical Catalogs: Managing real-time pricing and stock status across 15,000+ technical SKUs in Google Merchant Center without feed disapprovals.
Balancing ROAS Efficiency with Top-Line Growth: Scaling advertising expenditure profitably during economic and raw material price volatility.

3. Objectives & KPI Targets

The strategic performance marketing engagement defined strict commercial milestones:

Direct Revenue Scaling: Grow paid advertising revenue by over +120% YoY across search and social channels.
Maintain Strict Target ROAS: Improve return on ad spend by optimizing bid strategies across high-margin electrical categories.
Transaction Volume Expansion: Increase total completed e-commerce purchase transactions by +75% YoY.
Full-Funnel Paid Social Architecture: Build dynamic remarketing and catalog sales campaigns across Meta platforms (Instagram, Facebook).

4. Strategy & Innovation

Zeo engineered an automated, data-driven multi-channel advertising framework:

Merchant Center Custom Label Optimization: Structured product feeds with custom labels based on product margins, brand tier (Tier-1 Brands, Fast Movers, High Margin), and seasonality, allowing precise budget allocation in Performance Max.
Smart Bidding & Target ROAS Scaling: Transitioned campaigns to Google Smart Bidding (Target ROAS and Maximize Conversion Value), automating bid adjustments based on real-time search intent signals.
Dynamic Meta Catalog & Contractor Remarketing: Deployed dynamic product ads on Instagram and Facebook targeting previous site visitors and bulk contractors with personalized product sets.

5. Execution & Implementation Breakdown

Phase 1 — Feed Optimization & Account Restructuring:
- Restructured Google Shopping and Search campaigns into granular brand and product-type silos.
- Implemented automated inventory synchronization rules, preventing ad spend on out-of-stock SKUs.
Phase 2 — Creative & Copy A/B Testing:
- Tested promotional copy variations highlighting fast shipping guarantees, authorized dealer warranties, and wholesale bulk discounts.
- Deployed localized store extension assets connecting online ads with the Ataşehir physical showroom.
Phase 3 — Multi-Channel Scaling & Performance Max:
- Scaled Google Performance Max campaigns across Search, Shopping, YouTube, and Display, capturing cross-channel purchasing demand.

6. Results & Quantifiable Business Impact

The performance marketing transformation generated outstanding commercial growth:

+144% Growth in Paid Search Revenue: Substantial revenue expansion from high-intent Google Search and Shopping campaigns.
+154% Surge in Paid Social Revenue: Meta catalog ads became a highly profitable secondary acquisition channel.
+89% Increase in Paid Transactions: Significant growth in completed online orders across both B2B and B2C segments.
+95% Growth in Paid Sessions & +74.3% New Users: Expanded brand reach to hundreds of thousands of new electrical buyers nationwide.

7. Awards & Industry Recognition

The campaign was recognized across regional performance marketing awards:

European Search Awards: Shortlisted — Best Use of Search - B2B (PPC)
MENA Search Awards: Shortlisted — Best PPC Campaign

8. Methodology & Strategic Key Takeaways

Custom Feed Labels Drive Shopping Efficiency: Categorizing product feeds by margin tiers ensures ad spend flows directly to the most profitable inventory.
Cross-Channel Search & Social Retargeting Maximizes Conversion: Pairing Google Search intent with Meta dynamic product ads captures multi-touch buyer journeys.
Smart Bidding Requires High-Quality Conversion Data: Feeding accurate transaction values into Google Ads algorithms enables profitable target ROAS scaling.