B2B Industrial: Amazon + Google Synergy

Challenge

• Amazon and Google channels were managed in silos, causing messaging drift.
• Category visibility was strong on one channel but weak on the other.
• Paid spend lacked cross-channel attribution and budget discipline.

Approach

1. Aligned keyword architecture between Amazon listings and Google landing pages.
2. Rebuilt PDP and category content for both marketplace and web intent.
3. Launched competitive monitoring for pricing, reviews, and ad pressure.
4. Implemented shared reporting for organic, paid, and marketplace outcomes.
5. Reallocated budget to query groups with highest blended profitability.

What Moved the Needle

• +210% Amazon sales and +440% Google organic traffic.
• 2.1x ROAS after channel consolidation.
• Improved resilience through diversified search demand.

Key Takeaway

For B2B brands, marketplace and web search should be orchestrated as one growth system, not separate funnels.

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