Case Study

SafetyBuyer is an e-commerce merchant providing health and safety products to businesses from fire extinguishers and first aid kits to workwear, signs and spill control. I-COM has worked with SafetyBuyer for several years, enabling them to take their B2B e-commerce business to new heights.

Need help growing your B2B retail business online? Speak to us to learn how we can help.

59% increase in paid revenue

From Kevin Rowe, Managing Director at SafetyBuyer

My brother and I started our business over 8 years ago now. We knew enough about our market, but we needed a digital marketing partner. And my, how we dropped lucky. Step in I-COM and fast forward 8 years, we're doing great...

The Challenge - Maintaining Growth in Uncertain Times


These last few years have presented many challenges to B2B retail businesses, especially when it comes to maintaining success in the e-commerce space and achieving growth online.

I-COM's challenge from 2019 onward was to maintain momentum and continually drive SafetyBuyer's online revenue growth, brand awareness, and overall visibility in the face of a challenging economic climate and increased competition.

The Approach


Using a combination of organic SEO and Paid Advertising, I-COM facilitated steady growth for SafetyBuyer from 2019 to date.

Our in-house paid advertising team not only managed to maintain SafetyBuyer's success, but grow it significantly during the period between 2019 and 2023. This was achieved by leveraging Performance Max campaigns to push the most popular products and increasing traffic for the products that Google's systems were neglecting.

Continual data monitoring and testing enabled I-COM to understand what was working in granular detail to ensure that ROAS was carefully maintained and the account was grown steadily and consistently even in a turbulent economic climate.

At the same time, I-COM's organic strategy - with a focus on keyword-driven blog content, on-site optimisations, and linkbuilding - enabled SafetyBuyer to rank on page 1, dramatically improve visibility, and increase revenue.

Required Services

The Results


Throughout the period between 2019 and 2023, I-COM's paid advertising campaigns drove significant success and growth for SafetyBuyer which continues to this day. Now in 2024, I-COM and SafetyBuyer are collaborating on an additional website project to accommodate the growth and provide an even better online experience for their ever-growing B2B customer base.

In addition to these paid advertising results, I-COM's organic activity also impacted the overall figures, with online revenue increasing by +23% and the average order value increasing by +28%.

Paid Revenue
Conversion Rates
Paid Traffic

I-COM has been truly instrumental in bringing SafetyBuyer online as well as establishing us as a key player within our industry. We operate within a highly competitive market and although I had every faith I-COM’s paid search expertise, I would not have envisioned achieving such consistent success throughout the last few years. I-COM’s activities are at the core of all our digital marketing activity and we see the team as a digital extension of our business. SafetyBuyer would not be the successful brand it is without I-COM’s support.

Ian Rowe, Managing Director at SafetyBuyer

Digital Marketing Specialists

We are I-COM

Formed in 2004, we have grown to be one of Manchester's largest independent digital marketing agencies.

With a large in-house team of specialists we provide a range of digital services including web designweb developmentdigital marketingSEObrandingcontent marketingPR and outreachsocial media marketing and paid search marketing, we cover every digital marketing need you may have. Call on 0161 402 3170 or use the contact form to get in touch.