A boutique Singapore commercial printer recovered from a property-market crash with restructured Google Ads + SEO — 4.5× lower CPA and 30% sales growth from a diversified client base.
ExpressColour is a well-established Singapore commercial print company with 25+ years of experience. They primarily served real-estate agents through referrals and reputation. When Singapore's 2013 property-market downturn collapsed their largest client segment, they pivoted to broader markets via search.
Their first attempt at search advertising hit "cheap printer" CPCs ~$2 with weak conversions. Cost-per-conversion averaged $150.92. The website ranked inconsistently and missed organic traffic from 1,600+ monthly searches across 4 key terms.
We optimized their search strategy comprehensively. Negative-keyword strategy eliminated waste from "cheap" terms. We optimized website performance + SEO targeting relevant search terms, and restructured ad groups to highlight competitive differentiators — speed, reliability, quality.
ExpressColour cut CPA 4.5×, restored profitability from SEM, and opened pipelines of diverse smaller-volume clients across Retail and F&B.