Client Success Story
Hyperlocal Google Demand Gen Campaigns Deliver 259% Brand Engagement Lift & 78% Decrease in total CPL
Challenge
Turning Regional Demand Into In-Store and Online Action
Uponor is one of the most respected names in the plumbing world, known for top-tier product quality and performance. Yet despite this reputation, there was a persistent gap in awareness; many homeowners and trade professionals didn’t realize Uponor products were already available in familiar retail and supply stores.
The challenge wasn’t about introducing a new product; it was about ensuring that ideal customers in two high-opportunity markets, San Diego and Las Vegas, understood where they could get Uponor products. At the same time, our creative strategy required subtlety: while we built the path to purchase, our ad copy intentionally avoided naming specific retailers to maintain neutrality across Uponor’s network of distribution partners.
We needed a localized, brand-forward strategy that would build awareness, drive engagement, and convert product interest into vendor-directed action.
Solution
Hyperlocal targeted Demand Gen with a Brand First Focus
To activate local interest and drive high-value engagement, we launched two Google Demand Gen campaigns centered on San Diego and Las Vegas, each within a 50-mile radius. These campaigns leveraged Display, YouTube, and Gmail placements, all aligned with Uponor’s strong brand positioning. The creative reinforced the company’s quality-first promise with a clear call to action: “Ask for Uponor.”
We didn’t just focus on geography; we layered in refined targeting using highly engaged first-party audiences, as well as strategically segmented in-market and affinity groups aligned with our ideal customer profiles (ICPs). This ensured that ads reached users actively researching or purchasing plumbing-related products and those with long-term interest in home improvement, construction, and renovation.
- Hyperlocal Demand Gen Campaigns: We geo-fenced each market to concentrate spend on the most relevant audiences, eliminating waste while maximizing local impact.
- Brand-Forward Messaging: All ad creative emphasized Uponor’s legacy, reliability, and product performance. While we avoided retailer names in the copy, we ensured users understood they could take immediate action to find and purchase Uponor products.
- Optimized ‘Where to Buy’ Landing Pages: Ads linked directly to Uponor’s ‘Where to Buy’ landing pages, with anchor links guiding users to online purchase options. This seamless path to conversion reinforced brand trust while simplifying the user journey.
“Working with Augurian is like adding powerhouse teammates to our own crew. Our collaboration is seamless, energizing, and deeply strategic. Together, we consistently challenge the norms of a traditional space, test bold new ideas, and drive innovative activations that are reshaping what’s possible in plumbing.” Stephanie Alles – Director, Integrated Marketing + Brand
259%
Increase in Engaged Sessions
284%
YoY Increase in Conversions
The Results: Record-Setting Performance Across the Board
Within the first seven weeks (April 21 – June 8), both campaigns delivered standout performance:
San Diego:
- 4,333 conversions
- 14.8% conversion rate
Las Vegas:
- 4,323 conversions
- 21.43% conversion rate
Both campaigns sustained a cost-per-conversion under $1, making them some of the most efficient programs in our portfolio. The geo-targeted campaigns delivered massive brand reach, generating:
- 439,029 impressions in California
- 319,077 impressions in Nevada
The impact extended far beyond media performance. Engaged sessions surged 259% YoY, placing Uponor on track for over 650,000 sessions in 2025, far exceeding their goal of 475,000. Additionally, paid media conversions rose 284% YoY, with ROI hitting exceptional levels on a lean $1,500/month investment.
Thousands of Conversions in Each Market
Localized campaigns with strong brand messaging helped convert 4,333 users in San Diego and 4,323 in Las Vegas, showing just how effective awareness-to-action strategies can be.
Massive Engagement Growth Across the Site
With a 259% YoY increase in engaged sessions, Uponor isn’t just attracting more clicks; it’s capturing serious intent. The original goal (a 10% lift) is now far surpassed.
Efficient Spend with Breakthrough ROI
With a cost-per-conversion of less than $1 and massive gains in paid media performance, this strategy proves that tight targeting and strong creative drive outsized value, even with modest budgets.
The Takeaway
Uponor’s success showcases the power of pairing brand trust with targeted strategy. By focusing on educating consumers in high-opportunity markets and guiding them directly to action. we unlocked massive engagement, thousands of conversions, and record-setting performance.
- The importance of using geo-targeting to eliminate wasted spend.
- Creative that leans into brand storytelling over product listings.
- Seamless landing page experiences that took users from interest to action.
This campaign is a blueprint for how manufacturers can influence product demand even within complex retail ecosystems, and how strategic paid media can make that connection simple, effective, and scalable.
Get Your Piece of the Pie: Reach Out to Augurian’s Paid Media Team
Looking to drive product demand, build brand awareness, or grow performance across retail channels? Augurian’s Paid Media team can help. Connect with us to explore how digital strategy can unlock breakthrough results, even with limited budgets.