Case Study · Manufacturing · AdBlue (DEF)
From a standing start to 3× monthly sales for an AdBlue producer
PureDrive manufactures AdBlue (diesel exhaust fluid) in Cherkasy and sells to both drivers and recurring B2B fleets. In nine months of full-funnel Google + Meta, we turned a near-zero paid presence into a predictable sales engine.
- Client
- PureDrive
- Product
- AdBlue (DEF), ISO 22241
- Market
- Ukraine · Cherkasy
- Period
- Feb – Nov 2023
- Channels
- Google Ads · Meta
- Audience
- Drivers + B2B fleets
- Model
- DTC + wholesale
- Engagement
- 9 months, ongoing
01 — The Challenge
A technical product, two very different buyers, and almost no paid footprint
AdBlue isn't an impulse buy. It has to meet the ISO 22241 standard to be safe for a vehicle's SCR system — so buyers research quality before they purchase. PureDrive needed to win two audiences at once: individual drivers buying by the canister, and fleets, fuel stations and logistics companies buying in bulk. Paid advertising was starting close to scratch.
02 — The Strategy
One full-funnel system — each channel doing one job
Instead of one catch-all campaign, we built a funnel where every channel has a defined role, so budget moves with intent — from first touch to repeat order.
Create demand
Meta, Discovery & GDN introduce the brand and the quality story to drivers and fleets.
Capture intent
Search & Shopping catch high-intent buyers at the exact moment they're ready to order.
Convert & repeat
Remarketing and full-journey tracking turn first orders into a repeat fleet base.
03 — Execution
Built the channels — then measured the whole journey
Every step to a sale was tracked
Because a spec-sensitive product is bought on trust, we measured the micro-conversions that lead to an order — not just the final click.
- Read the quality / SOS content 0
- Viewed the certificate 0
- Added to cart 0
- Clicked the phone number 0
- Submitted a form 0
Built on trust
A certified product deserves a certified-quality funnel
AdBlue is judged on purity. Buyers don't just want a price — they want proof the fluid meets ISO 22241 before it goes anywhere near an SCR system. So we made the proof impossible to miss: the certificate, the quality indicators and the catalog were surfaced at every step, and every interaction with them was tracked as a signal of intent.
- ✓ Certificate & quality content pushed to the front of the journey
- ✓ Retail (per-canister) and wholesale (bulk) paths handled separately
- ✓ Every quality-content view tracked as a buying signal
04 — The Results
Sales nearly tripled — and held
05 — Why It Worked
Three decisions that made the difference
Full-funnel architecture
Cheap reach on Meta, high-intent capture on Search & Shopping, and remarketing to close — each channel earning its place.
Trust-led for a spec product
We pushed the certificate and quality content that an ISO 22241 buyer needs to see before committing — and tracked who engaged.
Measurement discipline
Every micro-step to a sale was tracked, so budget always followed the campaigns producing real orders and new clients.
“Fully involved in the project — attentive and genuinely invested. The right person in the right place.”
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