How Acoustical Solutions Scaled from $10K to $450K Monthly

Background and Acquisition

In early 2014, Joe Niemann and a group of partners purchased a modest B2B noise-control distribution company that was generating about $10,000 in online sales per month. Although they had decades of corporate M&A experience, none of them had run a small e-commerce business before.

Unexpected Leadership

A general manager was hired to handle day-to-day operations but left within weeks. Joe stepped into the president role and immediately mapped out critical gaps: no SEM strategy, underdeveloped SEO, no packaging standards, and limited fraud protection.

Key Growth Strategies

Search Engine Marketing

They launched segmented Google Ads campaigns for churches, schools, and manufacturing buyers—tracking each keyword’s ROI weekly. Budget shifted to top performers, driving high-intent traffic and reducing wasted spend.

Search Engine Optimization

Product pages were rewritten with long-tail keywords, detailed specs, and multiple high-res images. A resource library with acoustic guides improved organic rankings and gave the sales team new collateral.

WooCommerce Extensions

Developers added a bulk-order form, dynamic pricing rules, and a quote-request feature. Keeping the site’s interface uncluttered while adding functionality boosted conversions for large orders.

Packaging & Fulfillment

They standardized box sizes, integrated UPS label automation, and negotiated volume rates. Shipping errors dropped by 40% and margins improved when savings were passed to customers.

Results

By 2020, monthly online revenue rocketed from $10K to $450K—a 45× increase. Traffic surged 300% year over year, and the conversion rate climbed from 1% to 3.5% thanks to targeted ads and optimized pages.

Future Outlook

With core processes in place, Joe plans to test subscription-style acoustic monitoring, expand into new international markets, and explore advanced automation. Iterative improvements will keep them ahead in a competitive landscape.