International Code Council

The International Code Council is a nonprofit association that provides a wide range of building safety solutions including product evaluation, accreditation, certification, codification and training. It develops model codes and standards used worldwide to construct safe, sustainable, affordable and resilient structures.

ICC & Subsidiaries



Paid Advertising

Conversion Rate Optimization




Underperforming Sales & Revenue from Google Ads

ICC needs a marketing partner who can provide insights to its ecommerce data and make data-driven decisions.

ICC wants to protect its marketshare and stand out among its competitors.

ICC need transparency into how its marketing efforts were measuring up.

ICC needs to generate more product sales and revenue from its ecommerce store.


Lower Cost-Per-Click & Target Keywords Close to Conversion Stage

Prior to the 12SM team stepping in, the ICC was driving all clicks to the homepage. While they knew it wasn’t best practice, the internal team didn’t have the capacity to expand its campaigns to target hundreds of product categories and thousands of products. The 12SM team stepped in as an extension of their team to provide the much needed bandwidth and optimizations they needed. This included developing unique campaigns and ad groups for every product line for paid media ads that led to game-changing results for the client and their marketing strategy.


Developed easy to understand week-on-week (WoW) performance reports highlighting key performance indicators and providing data-driven insights.

Implemented brand-first strategy. Created ad-copies with branded keyword modifiers to protect its marketshare.

Analyzed historical data and provide insights into factors that attributed to YoY revenue decline and underperforming campaigns.

By leveraging data-driven strategies developed by 12SM team, ICC can increase reallocate and expand on campaigns with highest ROI and revenue.


For Every $1 Spent on Google Ads, ICC Has Directly Generated


2016 Revenue $1.1M


2017 Revenue


2018 Revenue $1.1M


2019 Revenue $1.6M+


Our Partners Trusts Us

Greg West

12 Steps Marketing has done a great job creating and managing our campaigns on google advertising and facebook. This is a complicated field that is constantly changing. They are up on all the latest changes being constantly rolled out from Google. Their pricing is very fair and they got us results. Very easy to work with and responsive to our needs. We were very pleased with their work and would recommend them.


Related Projects

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