Eleven36 Reached 140% Higher CTR With “Made in USA” Messaging
Eleven36 sells foodservice equipment and supplies to businesses and consumers online. When rising tariffs changed buyer concerns in spring 2025, we helped the company respond by focusing attention on domestically manufactured products.
Eleven36 Results
Key Results
Services: B2B Marketing, Search Engine Marketing (SEM), Demand Gen, Dynamic Search Ads, Shopping Ads
From April to May 2025, SKUs tied to Eleven36’s “Made in USA” messaging outperformed the company’s broader account averages.
Higher Click-Through Rate
140%
CTR for Made in USA SKUs, April to May 2025.
Higher Return on Ad Spend
63%
ROAS for Made in USA SKUs, April to May 2025.
Higher Average Order Value
105%
Average order value, April to May 2025.
Tariff Uncertainty Changed Buyer Concerns
Eleven36 operates at the intersection of B2B and eCommerce. Most customers are businesses, but the company sells foodservice equipment and supplies directly online.
Rising tariffs created uncertainty for retailers and customers in spring 2025. Eleven36 needed to address those concerns without relying on deep discounts or reactionary tactics.
The stronger path was to reinforce the long-term value already present in the company’s product catalog.
Build the Message Around Domestically Manufactured Products
With buyers concerned about imported-goods pricing, we advised Eleven36 to draw attention to products manufactured in the United States. Our teams built and tested a new “Made in USA” product page that featured only domestically sourced items.
The landing page gave the campaign a clear destination.
Made in USA SKUs Outperformed Account Averages
The “Made in USA” SKUs performed better than Eleven36’s broader account averages from April to May 2025. Click-through rate was 140% higher, return on ad spend was 63% higher, and average order value was 105% higher.
Even with the longer sales cycles common in B2B, the work showed how aligned landing pages, ad creative, and product data could improve performance around high-quality, high-value products. That coordination helped Eleven36 respond to real-world events in real time and turn a potential setback into success without relying on deep discounts.
Build a Paid Media Plan That Can Respond to Market Change
Market conditions can change quickly. Your campaign structure and messaging should be ready to respond without losing sight of long-term value. Talk with our paid media team.
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