Rochester Electronics supplies semiconductors to manufacturers around the world, from a catalog of more than 200,000 part numbers. Midsummer Agency runs its search advertising in Italy and France, and moved both markets to full ecommerce when the local stores went live in 2026.
AnalyticsPPC
Rochester Electronics is the world’s largest continuous source of semiconductors, authorized by more than 70 manufacturers. It distributes chips and components, and manufactures some itself, for businesses that need a part long after it went into their product. It sells across several regions, and we run the Italian and French accounts.
The account brings 2 particular challenges.
Until 2026 the Italian and French sites had no checkout of their own, so the ads sent buyers onward to the main rocelec.com store.
The client came to us for better-quality traffic from its Google Ads campaigns in Italy: more of the people clicking should go on to buy, and each sale should cost less.
Before us, the account ran on a simpler setup built almost entirely on Search, and a catalog like this one called for something more precise.
Measurement had its limits too. With no checkout on the Italian or French sites yet, the clearest sign of a sale was a visit onward to rocelec.com. We could see who went on to the main store, but much less of what they bought there.
We started on Google Ads in Italy, added Microsoft Ads, and took on France in November 2024.
ServicesGoogle Ads · Microsoft Ads
We started by pausing the campaigns with the lowest return and moving their budget to the best-performing ones. Then we rewrote the negative keywords, so the account stopped paying for searches that only looked like a part number.
Someone searching for a specific chip wants an ad for that chip. So we built the account on single keyword ad groups: one ad group per keyword, and in this catalog almost every keyword is a different part.
We generated the ad groups from the client’s product database and third-party tools, and pushed them into the account in bulk through Google Ads Editor. That came to thousands of ad groups, each with an ad written for the exact part in the search, so more of the clicks come from people who want that exact part.
Microsoft Ads runs the same structure. In a purely B2B market it reaches buyers at work, and that makes it a channel worth more here than in most accounts.
We built a Looker Studio dashboard that covers our 2 markets alongside the client’s other countries, so the team can compare Italy and France with the rest of the business in one place. In October 2024 we moved it onto GA4 data.
In 2026 Rochester launched its own ecommerce stores, France at the end of June and Italy at the end of August, and the whole account changed with them. Shopping came into scope for the first time. We set up the Shopping campaigns and their structure, rebuilt the tracking around real orders, and rebuilt the dashboard around ecommerce metrics, reported for the first time.
When a Merchant Center issue kept Shopping offline after the launch, we recommended lowering the budget until it was fixed, rather than pushing Search alone to make up the difference.
After the cleanup and the single-keyword rebuild, the client’s own ecommerce data for Italian buyers showed revenue up 2,000% year over year and transactions up 700%. The account hit 100% of its goal.
The new local stores started strong. In the Italian store’s first weeks, 54% of its revenue came from our Google Ads and Microsoft Ads, and paid search brought in 41% of the French store’s revenue since its June launch.
The team is supportive, proactive, and efficient in communicating all requests and delivering campaigns. Moreover, their knowledge, understanding, and professionalism stand out.
Rajni B.
Marketing Manager, Rochester Electronics
Luigi
Pay Per Click
Runs Google Ads and Microsoft Ads for Italy and France, built the country dashboard and led the move to ecommerce.
Micky
Pay Per Click
Set the strategy from the start, including the single-keyword rebuild, and coached the team that ran it.
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
