Part of the HokiOne series · one client, three lenses
You're reading the Performance Marketing lens. HokiOne was a single engagement we tell three ways — same client, three disciplines, plus the overview. Read the rest in any order: Overview, Funnel & CRO, and Data & Analytics.
We work with HokiOne, a 27-year electrical and industrial equipment distributor— a business built over decades on relationships, reputation, and offline selling, carrying the premium equipment brands that contractors, engineers, and procurement teams trust. The demand was always there; what was missing was a modern, measurable way to capture it. The same catalog had to serve two very different buyers: a D2C shopper who buys online or straight over WhatsApp, and a B2B procurement lead who wants a quote and a conversation.
This page is the Performance Marketing lens: the paid account itself — how high-intent search became the capture layer, and how a single stream of demand was forked into a D2C ecommerce funnel and a B2B procurement funnel, each with its own channels, structure, and conversion event. The journey logic lives in Funnel & CRO; the measurement that let us scale each funnel on its own return lives.
Meet HokiOne.
HokiOne is a 27-year distributor of electrical and industrial equipment — the kind of business that grew on trade relationships, repeat accounts, and a deep catalog of trusted brands. Its buyers are high-intent and specific: a contractor who needs a particular instrument, an engineer sourcing a named component, a procurement team comparing suppliers on price and availability. They know what they want; they're searching for it by brand and part.
The gap was capture, not demand. A distributor this established sits on exactly the kind of high-intent search volume that converts — but relationship-led selling doesn't scale on its own, and the same storefront has to satisfy a one-click D2C order and a multi-step B2B procurement enquiry at once. Serve them with a single undifferentiated account and you lose both. The opportunity was a paid engine that could hold both at the same time.
The principles we rebuilt the account on.
- Capture once, fork by intent. High-intent search catches a buyer at the moment of demand. Before any budget moves down-funnel, we decide which buyer it is — a D2C shopper or a B2B procurement lead — and route accordingly.
- Two funnels, two conversion events. The D2C funnel optimizes to an online purchase; the B2B funnel optimizes to a qualified enquiry. Same account, two completely different definitions of success — never averaged together.
- Meta doesn't just retarget — it prospects for D2C. For the consumer funnel, Meta prospecting opens new demand the search query never sees, then retargeting closes it. That's what took D2C from a standing start to its strongest channel.
- Scale on return, not on volume. Because each funnel is measured separately, budget follows the one earning it. That's how spend roughly doubled while blended ROAS held at 28× and kept climbing.
The account, before and after.
The structural change was the whole game: one undifferentiated account became a capture layer feeding two purpose-built funnels.
| Dimension | Before · one undifferentiated account | After · capture → fork → two funnels |
|---|---|---|
| Search demand routing | Captured, then sent to a single generic path | High-intent search as the capture layer, CTR held above 7% |
| Buyer treatment | D2C and B2B buyers treated as one audience | Traffic forked by intent into D2C and B2B paths |
| Meta usage | Used lightly, mostly boosting — no prospecting engine for D2C | D2C funnel: Meta prospecting opens demand, retargeting closes it |
| B2B path | No dedicated procurement route | Search leads campaigns routed to WhatsApp enquiry |
| Measurement & budget | One blended ROAS hiding two economics; budget by gut | Each funnel measured to its own conversion; budget follows return |
The two funnels, side by side.
This is the high-level cut. The working build is roughly 10× more nuanced — each funnel splits by campaign type, match intent, and audience, with its own conversion event and bidding logic per cell.
| The layer | D2C ecommerce funnel | B2B procurement funnel |
|---|---|---|
| Capturethe shared top | High-intent search on consumer brand & product queries | High-intent search on trade, spec, and bulk-sourcing queries |
| Expandopen new demand | Meta prospecting — catalog and interest audiences beyond search | Targeted reach to trade and procurement audiences |
| Convertthe action | Meta retargeting to a checkout or a WhatsApp order | Search leads campaigns routed to a WhatsApp enquiry |
| Optimize tothe success metric | Purchase & ROAS — 6× to over 80× in six months | Qualified enquiry & lead cost — down over 35% in three months |
Results — the paid engine.
Reported in relative terms, rates, and ROAS multiples.
Honest read: the D2C ROAS started near break-even and climbed as the prospecting-to-retargeting loop matured — the over-80× figure is where it landed, not where it began. A 27-year brand does part of the converting on both funnels, and the B2B side proves out partly offline in WhatsApp enquiries, so that funnel is optimized to qualified leads, not raw clicks.
What this build taught us about dual-funnel paid.
- Two businesses, one ROAS — and the average lies. — D2C and B2B economics aren't comparable. Blend them and you can't see, or scale, either. Split the account and each one finally tells the truth.
- Search harvests demand. It doesn't create it. — Search caps out at people already looking. To grow D2C past existing search volume, Meta prospecting had to open demand the query never reaches.
- Same demand, sorted by intent. — The lever wasn't more traffic — it was sending the D2C shopper and the B2B lead down different paths instead of one generic one.
- We doubled spend and ROAS went up, not down. — Paid investment roughly doubled and conversions grew more than 60%, yet blended ROAS held at 28× and kept climbing month on month — because each funnel was measured to its own conversion and budget followed the return.
One account became a capture layer feeding two purpose-built funnels — D2C ROAS from 6× to over 80×, B2B lead cost down over 35%, blended 28× and climbing.
Search catches the intent, the fork sorts the buyer, Meta prospecting grows the D2C side, and every campaign is measured to the funnel that earned it. This is the paid engine; the journey and the measurement behind it are the other two lenses.
Book a strategy call →The rest of the HokiOne engagement.
HokiOne was one engagement told three ways. Keep going — here's the rest of the set:
Overview — the full engagement, end to end.28× blended ROAS
Funnel & CRO — one catalog, two journeys, more conversions from the same demand.>35% lower B2B lead cost
Data & Analytics — two funnels tracked as one clear picture, by segment.Return visible by segment
