The category
could not agree.
Eco-packaging terms mean different things to an end user and to a buyer. We built the campaigns around that gap.
The eco-product space is vast, and the correct usage of eco-product terms is genuinely confusing.
TIPA is an innovator in compostable packaging that mimics the performance standards of conventional plastic — for industries with high lifetime value and long buying cycles.
The goal was acquiring new, high-quality leads from those industries. Which meant first working out which words the buyers actually search for, and which ones only the category uses about itself.
7×For every search that uses TIPA’s own word, seven use one it doesn’t own. The campaigns had to answer to all of them.
Four numbers,
one campaign.
A sneak peek
at our process.
Decode the language
Analysed the search terms used by end users and business buyers.
Map the market
Used competitive analysis to identify gaps in category messaging.
Audit the system
Reviewed existing channels, intent signals and conversion paths.
Build the campaigns
Designed and optimised paid search around qualified demand.
Match every click
Created a personalised landing page for each high-value term.
A 360-degree strategy
that is the whole package.
Acquisition, copy and design worked together on search ads and matching landing pages that both educated and converted.
Spend down,
pipeline up.
A zero-centred view makes the trade-off visible: every growth signal moved right while investment moved left.
Clarity became
the growth lever.
The category did not need another definition. It needed a shared vocabulary between search, message and page.
After taking an impressive deep dive into our industry, the team at Noetic designed custom campaigns and landing pages that spoke directly to our ideal customer, increasing leads while reducing our ad spend.
Dan SaguyDigital Campaigns Manager, TIPA
Tools forthis approach.
Suggested platforms for this project’s channels and workflows, based on comparable case studies.
- Google Ads
- GA4
- Looker Studio
- Hotjar
- GTM
In a confused category, the winning move is not louder. It is clearer.
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