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Seattle Aviation Solutions engaged Ruby Digital to support its growth objectives by improving lead quality, increasing qualified quote requests, and strengthening brand visibility within the global B2B aviation parts market.
Operating in a highly competitive landscape dominated by OEMs and large marketplaces, SAS required a structured Google Ads strategy that could drive high intent demand from airline operators while establishing stronger brand credibility. The engagement focused on aligning paid media activity directly to SAS’s revenue growth goals and creating a measurable, scalable acquisition framework.
The primary business objective was to improve lead quality and lead volume in support of an 18% annual revenue growth target. To achieve this, the Google Ads strategy was designed around the following goals:
When Ruby Digital began work on the Seattle Aviation Solutions Google Ads account, the primary challenge was stabilising and improving an existing account rather than rebuilding it from scratch.
The initial triage identified that the account structure had evolved over time in a way that limited optimisation efficiency and scalability. Several campaigns and ad groups were misaligned with Google Ads best practices, making it difficult to drive consistent performance improvements.
Rather than removing all existing activity, the triage phase focused on restructuring and refining what was already live, ensuring improvements could be made without disrupting ongoing demand generation.
To support Seattle Aviation Solutions’ growth objectives and Google Ads goals, Ruby Digital implemented a structured, phased Google Ads strategy focused on improving lead quality, strengthening brand credibility, and increasing efficiency within an existing account.
Rather than rebuilding the account from scratch, the strategy was designed to stabilise, restructure, and refine live campaigns while maintaining demand and minimising disruption. This approach allowed performance improvements to be delivered alongside stronger measurement and long-term scalability.
Account Triage & Structural Refinement
The first phase focused on a targeted account triage to address legacy structural issues. Existing campaigns and ad groups were reviewed and restructured to better align with Google Ads best practices, while underperforming or low demand product areas were consolidated or removed. This ensured the account was built around search demand and high intent behaviour, rather than historical campaign groupings.
Improved Measurement & Conversion Integrity
To support better decision-making, the strategy introduced clearer conversion definitions and improved tracking accuracy. Conversion focus was narrowed to RFQ and registration submissions, with enhanced conversion tracking and data layer planning used to move away from unreliable thank-you-page-based measurement. This created a more dependable view of performance and user intent.
Competitor Analysis & Market Differentiation
As part of the Google Ads strategy, Ruby Digital conducted a competitor analysis to identify opportunities for Seattle Aviation Solutions to compete more effectively within an OEM-dominated and marketplace-heavy search landscape. Rather than attempting to outspend larger competitors, the strategy focused on differentiating SAS through clear positioning as a fast, reliable aviation parts distributor, supported by stronger trust and credibility signals such as global reach, inventory depth, and customer scale. Insights from competitor ad activity informed improvements to messaging clarity, the use of direct and problem-solving calls-to-action, and a greater emphasis on high intent search demand, including aircraft brand and product-level queries. This approach enabled SAS to compete on relevance, reliability, and intent, improving efficiency while maintaining visibility in a highly competitive market.
Across a like-for-like comparison period (December 2025 to February 2026 vs September to November 2025), the Google Ads programme for Seattle Aviation Solutions delivered clear efficiency gains, demonstrating improved engagement, stronger traffic quality, and more disciplined budget utilisation.
