ELEVEN36
ADM Helped Eleven36 Navigate Tariff Uncertainty by Leaning Into “Made in the USA” Products
140%
Higher CTR*
63%
Higher in ROAS*
105%
Higher Average Order Value* (*compared to account averages)
140%
Higher CTR*
63%
Higher in ROAS*
105%
Higher Average Order Value* (*compared to account averages)
The Challenge: Market Uncertainty Due to Tariffs
Eleven36 is a foodservice equipment and supply company that operates at the corner of B2B and eCommerce: While most of its customers are inevitably businesses, it sells its products directly to consumers online. In Spring 2025, rising tariffs were creating uncertainty for both retailers and customers, and Eleven36 needed a way to address shifting buyer concerns without resorting to deep discounts or reactionary tactics. ADM proposed a smart, trust-building strategy that reinforced the long-term value of their product offerings.
ADM’s Solution: Lean Into “Made in the USA” Products and Messaging
With tariffs causing concern about the price of imported goods, ADM advised Eleven36 to draw attention to the products in their catalogue that are manufactured domestically. We collaborated with their team to build and test a new “Made in USA” product page that highlighted only domestically-sourced items. From there, we launched a targeted, cross-channel effort to drive qualified traffic to that page and reinforce the message across the funnel.
Initiatives:
A Gmail-only Demand Gen campaign to surface relevant SKUs directly in users’ inboxes to capture mid-funnel attention.
Updated Search Extensions so that sitelinks and callout extensions reinforced “Made in USA” messaging
Google Shopping Feed updates integrated “Made in USA” copy into product descriptions via Google Merchant Center for better relevance and visual alignment.
A new Dynamic Search Ads (DSA) campaign to dynamically direct relevant search queries to the new landing page.
The Results
Compared to the account’s broader performance benchmarks, SKUs relevant to the “Made in USA” messaging benefited dramatically from this strategy. From April to May 2025, these products performed significantly better than the overall account averages, with higher click-through rates, efficiency, and average order values.
Even in a B2B environment that typically relies on longer sales cycles, this initiative demonstrated how aligning messaging across landing pages, ad creative, and product data—especially while emphasizing high-quality, high-value products—can drive noticeable performance. It also demonstrated the importance of responding to real world events in real time to turn potential setbacks into newfound success.
140% Higher in Click-Through Rate
63% Higher in Return on Ad Spend
105% Average Order Value
(Compared to account averages)
Let’s work together.
Get in touch with our team today to see how we can take your marketing to the next level.
