Powerline Publishing, the parent company behind Bulk Bookstore, occupies a unique position in the B2B education market—serving not individual educators but school districts, classroom administrators, and purchasing managers responsible for large-volume book orders. While the company had previously worked with another digital agency, rising ad costs and plateauing performance began to erode confidence in the scalability of their digital acquisition efforts.
At the time of engagement, Powerline Publishing needed a comprehensive, modernized approach to paid media that would restore return on ad spend (ROAS) and deepen their penetration among institutional decision-makers across the education sector.
What Propellant Media Was Tasked With
Propellant Media was engaged to reinvigorate Bulk Bookstore’s digital performance and construct an omnichannel marketing system that:
-
Reaches educational decision-makers across platforms and behaviors
-
Reduces cost per acquisition
-
Drives more qualified conversions
-
Enhances ROAS with precise, keyword-to-landing-page alignment
-
Provides strategic support, A/B testing, and agile campaign innovation
The Media Plan We Implemented
Our campaign execution combined full-funnel precision with constant optimization. The strategy married robust audience targeting with smarter creative, channel-specific enhancements, and cross-platform scale. Here’s how we approached it:
1. Google Ads Transformation
We audited and restructured the entire Google Ads account, aligning campaign strategy with Bulk Bookstore’s best-selling categories and high-converting terms:
-
Performance Max & Google Shopping: Overhauled creative assets, audience signals, and bidding strategies to better surface key product lines.
-
Dynamic URL & Search Campaigns: Implemented keyword-to-landing-page alignment with match-type testing and custom URL tagging for accurate attribution.
-
Conversion Focus: Deployed value-based bidding and refined negative keyword strategies to limit budget waste.
2. Meta Advertising Revamp
Recognizing the importance of qualified leads over volume, we refined the Facebook/Instagram campaign structure:
-
Introduced enhanced lead forms with custom qualifying questions to elevate lead quality.
-
Improved tracking and data hygiene through Meta’s Conversion API, reducing signal loss and improving conversion attribution.
-
Tailored creative messaging and audience segmentation to speak to district-level purchasers.
3. Programmatic Display & Geofencing Expansion
Building upon an existing partnership around geofencing, we refined location-based tactics while optimizing retargeting momentum:
-
Geofencing: Continued event-based targeting of school district administrators and educational conferences.
-
Site Retargeting Enhancements: Optimized frequency capping, creative sequencing, and tailored CTAs based on page visitation behavior.
-
Microsoft Ads Launch: Mirrored successful Google Search campaign structures and extended keyword footprint into Microsoft’s search network for incremental reach.
4. Strategic Advisory & Ongoing Optimization
We maintained a bi-weekly collaboration cadence, delivering performance reviews, test-and-learn roadmaps, and proactive ideas to evolve the program. From seasonal messaging to creative refresh cycles, this ongoing partnership became a true extension of Bulk Bookstore’s internal team.
Results Of The Campaign
The transformation in Bulk Bookstore’s performance was immediate, sustained, and revenue-driven.
| Performance Metric | Result |
|---|---|
| Monthly Revenue Growth | +50% Month-over-Month |
| Google Ads Conversion Rate | +91% Increase |
| Google Ads Cost Per Lead | -12% Reduction |
| Lead Quality on Meta | Significant Improvement via Enhanced Forms |
| Microsoft Ads Contribution | Early indicators show performance mirroring Google ROI |
In the first month alone, despite fewer impressions and clicks (due to refined targeting and smarter spend allocation), Google Ads delivered a 91% lift in conversion rate and a 12% reduction in cost per lead—fueled largely by improved landing page mapping and tighter campaign intent alignment.
Most critically, the full-funnel strategy enabled Powerline Publishing to scale profitably, with more predictable outcomes and higher-quality engagements with school district stakeholders.
Conclusion + Our Ongoing Partnership
Bulk Bookstore’s journey from stalled growth to double-digit monthly revenue acceleration demonstrates what’s possible when an educational B2B brand embraces omnichannel strategy and data-driven optimization. With Propellant Media as a strategic partner, Powerline Publishing has reinvested in growth—not just in ad dollars, but in the strategic infrastructure to outpace competitors and meet the needs of a complex, high-value B2B buyer.
