B2B + B2C growth for Plastplanker.dk — 420% ROAS and +180% more enquiries
A dual strategy that both sells online to private homeowners and generates qualified enquiries from municipalities, landscapers, and contractors. Google and Meta work together to reach two very different audiences with one product: maintenance-free recycled plastic.
From decking boards for private homeowners to drive plates for municipalities — Plastplanker sells to everyone with one shared message: never maintain again.
Client
- Plastplanker.dk (Plastplanker ApS)
- Maintenance-free recycled plastic
- Shopify-based webshop
- B2B: municipalities, landscapers, contractors
- B2C: private homeowners
- Production in Ilskov, Central Jutland
Services
- Google Shopping Ads (B2C)
- Google Search Ads (B2B + B2C)
- Google Performance Max
- Meta Advantage+ Shopping (B2C)
- Meta Lead Ads (B2B)
- Feed optimisation & dual tracking
Results
- 420% B2C ROAS (from 160%)
- +180% B2B enquiries
- 520K kr. monthly revenue
- 38K kr. avg. B2B order value
Two completely different audiences — and no strategy to reach either of them
Plastplanker.dk has a unique position: they sell the same products to homeowners who want to build a deck (B2C) and to municipalities that need drive plates and benches (B2B). Two very different buying journeys, decision processes, and price points — but everything was running in one mixed pot with no segmentation.
Google Ads had one Shopping campaign with everything from 5 kr. product samples to 38,000 kr. B2B projects. Meta Ads didn't exist. B2B enquiries came primarily from cold calls and random organic traffic. Private customers found the webshop but rarely converted because the ad message didn't match their needs.
B2B and B2C mixed together
No segmentation between private customers and business customers. Ads for 5 kr. product samples and 38K kr. drive plates were in the same campaign.
No B2B lead generation
Municipalities and contractors found Plastplanker through random searches. No dedicated campaign, no forms, no follow-up.
Zero Meta presence
A product like recycled plastic decking has massive potential for visually inspiration-driven sales — but Meta had never been tried.
Two parallel strategies: B2C sales via webshop + B2B lead gen via enquiries
We separated B2B and B2C completely — from campaign structure to landing pages, messaging, and KPIs. B2C is measured on ROAS. B2B is measured on number and quality of enquiries. Both channels — Google and Meta — were specialised for each segment.
B2C: Google Shopping & Pmax
Week 1–3
We restructured Shopping with segmented campaigns by product type and margin. Feed titles were optimised with material, dimensions, and "maintenance-free" as the USP.
B2B: Google Search Lead Gen
Week 2–4
Dedicated Search campaigns targeting B2B search terms with separate landing pages, contact forms, and call extensions. Focus on drive plates, industrial flooring, and municipal projects.
Meta Ads: B2C inspiration + B2B Lead Ads
Week 3–6
Meta received two separate campaign types: Advantage+ Shopping for B2C with beautiful decking inspiration images — and Lead Ads for B2B targeting landscapers and municipal procurement managers.
Tracking, seasons & scaling
Ongoing
Dual-tracking: B2C with e-commerce conversions, B2B with lead conversions (forms + calls). Seasonal campaigns for the terrace season (March–June) and B2B year-end push (Q4 budgets).
420% B2C ROAS, +180% B2B enquiries — and two completely separate pipelines
By fully separating B2B and B2C, we created two optimised pipelines. The B2C webshop runs profitably with a stable ROAS. B2B enquiries filled the sales team's calendar with project orders in the DKK 38K range. Google and Meta complement each other perfectly for both segments.
B2C (online sales)
Shopping and Advantage+ drove private homeowners to purchase decking boards, fencing, and garden furniture. The "maintenance-free" message converted significantly better than price-based ads.
B2B (enquiries)
Search Ads and Meta Lead Ads generated qualified B2B enquiries from municipalities, landscapers, and contractors. Ground protection mats and industrial flooring drove the largest orders.
We always knew our products appealed to both consumers and businesses — but we could never figure out how to market to both at the same time. Foecon separated the two worlds and made both flourish. Now we have a thriving webshop and a sales team drowning in project enquiries.
What we learned from Plastplanker
B2B and B2C must be completely separated in advertising
Different keywords, landing pages, messages, and KPIs. A homeowner's terrace dream and a municipality's ground protection mat purchase require very different ads — even if the product is the same.
USP-driven messaging beats price-driven for niche products
"Never maintain again" converted 2.5x better than "Cheapest plastic planks". For a differentiated product like recycled plastic, it's the value — not the price — that sells.
Meta Lead Ads work for B2B — even in niche industries
Landscapers and municipal buyers are on Facebook too. Lead Ads with qualifying questions filtered serious enquiries from time-wasters — at a CPL of just DKK 145.
Book a free review of your setup
For ambitious businesses ready to take their growth to the next level. We explore your goals and see whether we are the right partner for you.
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- Free account analysis with concrete recommendations
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Online Strategy Meeting
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The meeting takes place on Google Meet