Schaaf Tools
How Schaaf Tools doubled revenue by rebuilding search around gift-buying intent
- $100K
- Monthly revenue
- Top 5
- Category keyword rank
- Cut 40%+
- Wasted search terms
Hired for
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- Creative
Schaaf Tools makes wood-carving chisel and knife sets for hobbyists and beginners, a category where a large share of buyers are shopping for someone else.
The challenge
Sales had flattened at about $50K a month while the account spent heavily on irrelevant terms. The 12-piece set sat around #15 for the category’s biggest keyword, so organic sales leaned on ads that were not converting. Reaching the brand’s TACoS goal meant accepting a higher ACoS for a defined window to earn rank.
Foundation → Awareness → Consideration → Conversion
Our approach
- 1Foundation
Waste out, intent in
Irrelevant search terms were stripped out, removing more than 40% of wasted terms. Ad groups were rebuilt in a single-keyword structure organised by buyer intent.
- 2Awareness
Two buyers, two campaigns
Gift searches (“woodworking gifts for men”) and beginner searches (“wood carving kit for beginners”) got separate campaigns, each with its own Sponsored Brands creative.
- 3Consideration
Rank push on the category term
Bids on the category’s top keyword stayed aggressive until the 12-piece set broke into the top five, with a higher ACoS accepted for that window.
- 4Conversion
TACoS as the scoreboard
Success was measured on total sales so organic gains counted. Budget shifted toward knife sets during Q4 gifting, when they sold best as presents.
- Search terms rebuilt
- Rank pushed to top 5
- TACoS down
Insights that drove decisions
- 13.7% vs 8.2% conversion
Beginner-intent searches converted well above the account average.
We gave beginner terms their own campaign and protected budget.
- 2.6× search volume, Nov–Dec
Gift searches surged from mid-November through the holidays.
We raised gift bids from November 10 and moved knife sets to the front.
- Organic share 41% → 58%
Organic share climbed with every rank gain on the category term.
We kept the rank-push budget running past the original target date.
Results
- Monthly revenue up from $50K to $100K within 60 days
- Category keyword rank up from #15 to the top 5
- More than 40% of wasted search terms removed
- TACoS down from 16.8% to 11.2%
- Organic share of sales up from 41% to 58%
- Monthly revenue
- $100K
- Category keyword rank
- Top 5
- Wasted search terms
- Cut 40%+
We were looking for someone that could provide strategy for growth, including organic growth. For us, that has meant targeting a higher ACoS at times for a better TACoS. The result has been our two highest revenue months ever. Hiring Vadim was one of the best business decisions we made.
Eli PearlmanSchaaf ToolsFor tools & home brands
The blueprint
Hobby and craft brands sell to two people: the beginner and the gift-giver. Build campaigns for each, push rank on the one keyword that defines the category, and judge success on TACoS so organic growth gets the credit it earns.
Thank you to the Schaaf Tools team for trusting us with the account.
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