Smurfit Kappa reach 53% market share growth through paid media strategy
Smurfit Kappa, a global leader in paper-based packaging, needed to improve both the quality and volume of leads driven by PPC. With B2C and low-value leads limiting ROI, R3 rebuilt their paid media strategy from the ground up, boosting traffic quality, increasing conversions, and delivering a 37% drop in CPL.
Pain Points
Headline Results
The Problem
Smurfit Kappa’s PPC campaigns were failing to attract the right audience. Despite strong brand recognition, the volume of low-value B2C leads was dragging down ROI, while ad spend was wasted on keywords that didn’t align with their core B2B market. To scale effectively, Smurfit Kappa needed a tighter paid media strategy focused on lead quality as much as volume.
The Solution
We rebuilt Smurfit Kappa’s PPC account from the ground up. Low-intent B2C keywords were stripped out, and campaigns were restructured to focus on high-value B2B audiences. We refined messaging and ad creative to resonate with decision-makers, while implementing smarter bidding strategies to maximise ROI. Continuous optimisation, including regular negative keyword updates, testing, and expansion, ensured performance gains were sustained over time.
The Results
The transformation in performance was clear. Conversion rates rose by 65% year-on-year, while click-through rates surged by 298%. By increasing impression share and cutting bounce rates, Smurfit Kappa not only generated more traffic but better-quality engagement.
Crucially, CPL dropped by 37%, giving the business a more efficient acquisition model. With stronger paid media foundations, Smurfit Kappa are now reaching higher-value customers at scale, driving profitable growth and cementing their competitive edge in the B2B packaging sector.
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