National Playground Equipment Manufacturer

Using A Data-driven Strategy to Mitigate Seasonality

Employing a strategy developed around a national playground manufacturer’s busy season, Delegator was able to increase conversions and decrease costs.




Commercial Playground Equipment



Services Provided:

  • Paid Search and Display Campaign Creation
  • Audience & Creative Testing
  • Ad Writing
  • Keyword & Audience Research
  • Strategy Consultations
  • Conversion Tracking
  • Reporting & Analysis
  • Paid Search Advertising

The Client

One of America’s leading playground design and manufacturing companies has been working with Delegator for over 6 years to use search advertising to generate leads among schools, cities, housing developers, and other playground equipment buyers. Together, we’ve accomplished this by promoting funding and grant opportunities, the quality and innovation of our client’s playgrounds, and the value of partnering with a community-driven company.


The Opportunity

The continuing and evolving challenge for this playground design and manufacturing company is reaching those customers who are best positioned to take advantage of grant funds in a cost-effective and efficient way. To do this, Delegator and this client worked together to increase the volume of leads during their busiest season each year while lowering the cost-per-lead and increasing quality, taking advantage of and testing new advertising products, solutions, and ad formats.

Large gaps between typical spend and special spending periods with high budgets causes havoc with Google’s bidding algorithm — small increases at a steady pace allow for incremental optimization.

The Plan

The key to continued success has been a hands-on, test-and-iterate approach. The Delegator team worked with this client to test different messaging and tactics for industry segments, adjusting advertising budgets based on seasonality. We stayed on top of the search data to make sure we’re not wasting any dollars on irrelevant searches, which increased overall performance.

In 2022, Delegator continued adopting best practices in the Google Ads platform by testing new automated features and ad types. Additionally, Delegator has offered this client conversion rate optimization suggestions to help visitors convert once they reach the landing pages. These efforts, amongst many other, smaller changes allowed us to continue decreasing costs while increasing lead volume.

With flat spend YoY we have achieved the following results during our peak sales season in Fall of 2022:

Ad Impressions




Cost Per Click


The Results

In Fall 2022, during the busiest time of the year for the playground equipment manufacturer, the results were a respectable 43% increase in conversions with a 31% decline in costs, resulting in a more efficient cost per lead year-over-year. Part of this success has been through leveraging historical data to make informed decisions about ad copy, placement, and type to the new campaigns.

The other part of Delegator’s and our client’s success is due to scaling the budget efficiently. While spending more than the previous year, we did not increase the spend so dramatically that Google struggled to scale efficiently. Instead, we actively kept an eye on costs and increased budgets on campaigns that were working, and pulled back on those that were performing below average. Creating a large gap between typical spend and special spending periods with high budgets causes havoc with Google’s bidding algorithm, whereas small increases at a steady pace allow for incremental optimization.

Similar Projects

All Case Studies
impact logo

Consolidating Multiple Websites Into One | Impact Electronic Solutions

Impact Electronic Solutions was consolidating multiple business units into one and needed a new website to comprehensively tell its story and explain its wide range of solutions to prospective clients.

Inman Social Logo

Brand Identity Development | Inman Social

Delegator worked with a restauranteur and chef to create a brand identity for their newly re-vamped restaurant.

Website Redesign Done Right | Southeast Lineman Training Center

Southeast Lineman Training Center (SLTC) needed a new website with improved information architecture, user experience, and manageability.

MBT Shoes Logo

Testing the Viability of Bing Shopping Over Search | MBT USA

We partnered with MBT, a leading footwear company, to boost sales on Bing, which was struggling to perform. By pivoting their campaign strategy from Bing Search to Bing Shopping, we were able to increase both revenue and return on ad spend.

McLemore Logo

Refreshing Creative Assets to Boost Conversion Rate | McLemore Resort

We partner with an up-and-coming golf resort to increase their bookings and drive new business. We create a refreshed set of creative assets honed to appeal to specific audience segment targets, resulting in increases in clickthrough rate and conversion rate.

Scaling Budgets Efficiently on Black Friday and Cyber Monday | Storyville Coffee

We partner with a Seattle-based coffee roaster to increase their subscription and sales numbers on Black Friday and Cyber Monday. By scaling budget, ending underperforming campaigns, and testing new audiences we were able to improve their primary key performance indicators.

Lowering Cost Per View with YouTube Ads | The Veritas Forum

We partner with a non-profit working to reach students on college campuses with their forum-style discussions to increase their viewer and subscriber count on YouTube. We reorganized and systematized their creative testing to determine the most effective ad style to reach their target audience, while honing audiences to decrease their cost per view.

Increasing Ecommerce Sales With Shifting Pricing | BullionMax

We partner with an ecommerce bullion retailer to increase sales and build value through increasing audience targeting. After a three month test, we find a viable path forward for growth, increasing sales and expanding to additional platforms and ad types.

Tennessee’s first Google Premier Partner

Now with offices across the country

As a top 3% agency in Google’s Premier Partner program, Delegator has exclusive access to early betas, extra support tiers, strategic insights, and industry vertical reports and tools for the Google Ads platform.

meta business partner badge
microsoft partner badge
hubspot partner badge

Ready to get started?

Let's Talk