At a glance
Branding, website, and digital marketing built together for a B2B marine and industrial supplier, established in 1953.
Atlantic Cordage has been supplying marine and industrial rope, wire rope, rigging, cables, hardware, and cordage since 1953. Their customers are industrial and trade buyers: commercial operations, marine contractors, facilities managers. The purchases are high-ticket and repeat. A new customer is worth a lot over time.
The company came to DGD to rebuild their brand and modernize their digital presence. The engagement started with brand identity in 2014 and has run continuously since. It now covers the brand, the website, and a full digital marketing program.
Atlantic Cordage had the substance. What they needed was a visual identity that reflected it: something that would hold up in a print ad, a product catalog, a shipping container, and a Google ad, and look like the same company in all of them.
DGD built the identity from the ground up. The AC monogram mark, a red brand color, and a type system pairing Josefin Sans and Montserrat. A brand roadmap covering the full range of applications: business cards, signage, branded shipping containers, apparel, sell sheets, print ads, and promotional materials. The goal was a consistent, professional presence that matched what the company actually was: a reliable, long-established supplier competing for serious buyers.
That consistency matters in B2B more than most people expect. Industrial buyers are evaluating suppliers constantly. A company that looks polished and coherent across every touchpoint signals operational reliability, because competent companies present themselves that way. A company that looks like three different vendors across its website, its ads, and its sell sheets signals the opposite.
The website was rebuilt as the central conversion point for the marketing program. Clear product listings, informative descriptions across all categories, and a clean user experience designed for a buyer who knows what they're looking for and needs to find it efficiently. The site is built to convert ad traffic into inquiries, which means every page where an ad might land has to be ready to do that job.
Atlantic Cordage sells across a broad product range: wire rope, marine hardware, cables, rope, rigging, and cordage. Each of those product lines has its own audience, its own search behavior, and its own competitive landscape.
Running one general campaign for all of them would mean paying for generic traffic and converting a fraction of it. The account is structured by product line instead, with separate campaigns for each major category. Wire rope buyers search differently than marine hardware buyers, and they respond to different messages. Treating them the same produces an average result at best.
This structure is the foundation of the account's efficiency. When a buyer searches for wire rope and lands on a page about wire rope, more of them become inquiries. The specificity does the work.
Google Search and Google Display, running across the full product range. Search captures active buyers with specific needs. Display maintains visibility with buyers who are in a longer consideration cycle or who check in on the category periodically.
Geographic reach is domestic first, with international demand that has emerged as a consistent part of the account. Buyers in Mexico and South Africa have driven notable surges in certain months, particularly in wire rope. That international demand wasn't a campaign goal at the outset. It emerged from the data and is now accounted for in how the account is managed.
The account is paced to seasonality. Summer is the strongest season for marine demand, and it's where the account produces its best cost per lead numbers. The budget is positioned to capture that window efficiently rather than spread flat across twelve months. In softer months, spend is reduced and held ready to scale back up when conversion rates warrant it.
Every month, the account is reviewed against one standard: are conversions growing, is cost per conversion improving, or both. The account has no tolerance for spend that isn't producing.
A B2B account like this one takes time to optimize. The product range is broad, the buyer base is specific, and the seasonality is real. Getting the account structure right, the landing pages right, and the budget pacing right doesn't happen in a quarter. It happens over the course of a relationship where the data accumulates and the decisions get better.
The relationship started in 2014. By October 2019, the account had passed its 100th tracked inquiry. By 2024, it was producing more than a thousand inquiries a year. That trajectory doesn't come from a strong launch. It comes from an account that gets reviewed, adjusted, and improved every single month without exception.
For a company that has been in business since 1953, the expectation is that the partners they choose will be around for a while. So will DGD.
In 2023, the account produced 615 annual conversions. In 2024, it produced 1,290. The account doubled in a single year.
At its best, the account produces more than 160 conversions in a single month. Cost per lead runs under $10 in peak season, with wire rope leads as low as $8. The 6% click-through rate reflects ad creative built for buyers who are actively searching for what Atlantic Cordage sells, not a general industrial audience.