The Business
Benchmaster
Benchmaster has been manufacturing industrial workbenches in Greater Manchester since 1977. Its products and reputation were already strong. The challenge wasn't the product. It was making sure more buyers found the business before they found its competitors.
80% more website traffic.
Four times the return from Google Ads.
Online revenue more than doubled.
That's what happened when Benchmaster gave me responsibility for its marketing.
The Challenge
Benchmaster already had a respected brand, quality products and an ecommerce website. What it didn't have was marketing that consistently generated commercial results.
Traffic was underperforming. Google Ads were delivering little return. The business wasn't ranking for the search terms its customers use.
What we did
We became Benchmaster's outsourced marketing department.
Rather than treating SEO, PPC, email and LinkedIn as separate activities, we built one commercial programme where every channel supported the next. Everything was measured against one objective: generate more enquiries and increase online sales.
Every activity was measured. Every channel had a commercial purpose. Everything was managed by one accountable team
80%
Increase in website traffic — more qualified buyers arriving through organic search and paid campaigns.
112%
Increase in online revenue. The strongest month delivered more than double the previous year's revenue. Order volumes grew consistently alongside it.
80%
LinkedIn audience growth — from around 1,700 to more than 3,000 followers.
3.80
ROAS — up from 1.45. Every £1 invested generated almost £4 in sales. (Previously: £3,758 spend generated £5,450. After: the same spend generated £14,440.)
First-page Google rankings for competitive commercial terms
Benchmaster now ranks on page one for the terms its customers use when they're ready to buy: Heavy Duty Workbench, Steel Workbench, Workshop Bench, Stainless Steel Workbench. These aren't vanity rankings. They're commercial terms searched by buyers with purchasing intent.
79%
Email open rates on targeted prospect campaigns. (Manufacturing industry average: 22–24%.)
The commercial impact
Benchmaster didn't need a better product. It needed more buyers to find it.
Today the business has more qualified traffic, better Google rankings, a far stronger return from paid advertising, higher online revenue and marketing that's measured against commercial performance rather than activity.
What this means for your business
Many businesses don't have a marketing problem. They have a visibility problem.
If your competitors are easier to find online, they are more likely to win the enquiry — regardless of whether your product or service is stronger.
My role is straightforward: help the right customers find you first, and make sure the marketing investment behind that delivers a clear, measurable return.
That's what JASi provides.
Want to talk about
your marketing?
I'm happy to have a straight conversation about your business, your marketing and whether JASi is the right fit.