When Primepac's paid media account wasn't built to scale and their agency was waiting to be told what to do, Insight Online restructured everything, pushed for the right channels, and grew Google Ads revenue by 62% in two years.
Intro
Primepac is a New Zealand-based packaging supplier operating in a highly competitive market, serving a largely business-to-business customer base. As the company scaled, so did the pressure on its digital marketing to deliver. The focus was beyond just traffic, but real commercial return. Dolly Sangduan, Head of Customer - eCommerce, Marketing & Loyalty, joined Primepac with a clear brief: take ownership of everything digital, from brand and website to data, insights, and paid media.
With a competitive landscape getting more crowded and the business investing serious budget into paid media, Dolly needed more than an agency that could execute instructions.
"We need someone, a partner who we can rely on that actually knows what they're doing, say it how it is, proactively think and plan and tell us what we need to do or focus on."
- Dolly Sangduan
The Challenge
When Dolly reviewed the agencies they were partnered with shortly after joining, the picture wasn't encouraging. Monthly and quarterly meetings felt reactive and instruction-driven. Performance was being dressed up rather than interrogated. Budget was heavily skewed toward brand campaigns, with little strategic thinking applied to non-brand or channel diversification.
- The existing agency wasn't proactively optimising and were waiting to be told what to do.
- Campaign structure was disorganised and not built to scale.
- Leadership needed clear, honest performance reporting
- A primarily B2B customer base presented a channel opportunity that wasn't being explored.
- Inefficient manual data updating via downloaded and reuploaded excel spreadsheets.
The gap between what was being spent and what was being returned was too wide to ignore.
The Solution
Insight Online came in and got to work immediately. The Google Ads account was restructured from scratch - built in a way that could actually scale, with the right budget allocated to the right campaigns and a clear methodology for channel expansion.
- Google Ads restructure - rebuilt the account architecture for scalability and return, with a disciplined approach to ROAS targets that didn't leave growth on the table.
- Microsoft (Bing) Ads - identified Primepac's B2B audience as a natural fit for Microsoft's network, trialled at low budget to validate performance, then scaled once results confirmed the channel's value.
- Paid social - extended the paid media mix to social channels, broadening reach and new customer acquisition.
- Straight-talking reporting - translated complex paid media performance into clear business language the senior leadership team could act on.
- Data updates - efficient system for updating their extensive database that can now be done instantaneously and with less room for error.
"He literally came into the account and it was a mess… it was never going to grow and was never going to be delivered. And he structured the campaign in a way that it can scale.”
- Dolly Sangduan
The Results
- Google Ads revenue up 62% in 2 years - driven by a complete rebuild of campaign architecture and smarter budget allocation across channels.
- Online revenue growth across the business - measurable increase in online transactions and revenue as a percentage of total company sales.
- Restructured campaigns - a completely rebuilt account architecture, now used as a model for other eCommerce clients.
- Microsoft Ads validated and scaled - a channel the previous agency never pursued, now a strong performer and driving revenue.
- ROAS optimised for growth - strategic ROAS targets set to capture market share, not just defend it.
Summary
Primepac didn't need another agency to nod along and spend their budget. They needed a partner willing to take the wheel and call it straight, restructure what wasn't working, and push for channels and approaches that delivered real results. That's exactly what Insight Online delivered. Online revenue is up, the account is built to scale, and Microsoft Ads went from a speculative trial to one of their strongest-performing channels. For Dolly and her team, the proof was in the numbers, and the numbers spoke for themselves.
"You over deliver on results. You don't over promise. You're proactive thought leaders, not a 'tell us what to do and we'll do it to make you happy. agency”
- Dolly Sangduan
