How AsOne used targeted B2B Instagram advertising to break into the UK landscaping market for MultiQuip — delivering a 168% increase in revenue from paid social alone.
MultiQuip is a globally recognised name in construction and power tooling equipment — synonymous with quality and reliability in the US market, where they partner with iQ Power Tools to supply the world's first dustless, waterless dry-cut saw range. Despite their strong international reputation, MultiQuip had struggled to achieve meaningful UK market penetration. Their IQ Saw range — a genuinely innovative product for contractors, landscapers and hardscaping professionals — was virtually unknown to UK trade buyers. With no established UK social presence and a product perfectly suited to visual demonstration, we identified a clear opportunity: reaching UK landscape businesses through targeted B2B Instagram advertising.
MultiQuip's core problem wasn't the product — it was visibility. Their iQ Power Tools range had clear, demonstrable advantages for UK landscaping and construction contractors, but their marketing had never effectively reached or engaged these buyers on the channels they actually used.
UK landscape and hardscaping businesses were active on Instagram — showcasing their projects and following trade accounts — but MultiQuip had no targeted presence there. Without a UK-specific paid social strategy, their competitive advantages were simply not reaching the decision-makers most likely to buy.
Despite strong brand recognition in the US, MultiQuip had no established paid social footprint in the UK — leaving a highly visual product with no visual marketing strategy.
UK landscaping contractors – a key target audience for the iQ saw range – were active Instagram users, but no campaign existed to reach them with targeted, relevant content.
The iQ saw range's core advantages — dustless cutting, no water required silica dust compliance — were not being demonstrated in any format that reached UK trade buyers.
MultiQuip's name held strong recognition in the US but was largely unknown among UK contractors, making awareness-building a prerequisite for any conversion activity.
Without a B2B Instagram strategy, MultiQuip had no mechanism to convert UK trade engagement on social media into direct enquiries or revenue.
We confirmed that a significant proportion of MultiQuip's ideal UK buyers — landscape businesses, hardscaping contractors and paving specialists — were regular Instagram users who actively shared project content on the platform. This made Instagram the highest-priority channel for paid social investment.
Using Meta's advertising platform, we built tightly targeted paid campaigns aimed directly at UK landscaping and construction trade audiences — reaching buyers during both their professional research moments and their everyday browsing behaviour.
We produced video content that demonstrated the iQ Power Tools range in action — communicating the dustless cutting technology and on-site benefits in a format proven to drive engagement and conversion on Instagram.
Rather than applying a generic social media approach, we started by understanding exactly who MultiQuip needed to reach and how those buyers actually used Instagram. That audience intelligence shaped every creative and targeting decision we made.
We managed the full delivery of MultiQuip's UK Instagram strategy — from paid campaign setup and audience targeting through to creative production and ongoing community engagement. Every element was designed to build brand authority and drive B2B sales.
Instagram Paid Advertising
Built and managed targeted Meta Ads campaigns focused on UK landscape and construction trade audiences – optimising for engagement, direct message enquiries and revenue conversion throughout the campaign period.
Video Production
Developed a consistent stream of platform-native content designed to grow MultiQuip's UK following, increase brand recognition among trade audiences and support the paid advertising activity with organic reach.
Content Creation
Built and managed targeted Meta Ads campaigns focused on UK landscape and construction trade audiences – optimising for engagement, direct message enquiries and revenue conversion throughout the campaign period.
Audience Targeting & Optimisation
Continuously refined audience targeting based on campaign performance data — ensuring paid spend reached the contractors and landscape businesses most likely to purchase the iQ saw range.
Targeted Instagram advertising directly drove a 168% increase in revenue generated from the iQ saw range during the campaign period — the highest return of any sales channel MultiQuip UK operated.
MultiQuip's UK Instagram following grew by 205% during the campaign—building a genuine trade audience that continues to deliver value beyond the initial paid activity.
The volume of direct messages received through Instagram increased by 227% — confirming that UK trade buyers were actively engaging and enquiring as a direct result of the campaign.
Overall platform engagement rose by 108% — reflecting a meaningful increase in trade audience interaction with MultiQuip's content across posts, videos and paid placements.
The campaign didn't just improve MultiQuip's social metrics — it established Instagram as their highest-performing direct sales channel in the UK and validated B2B paid social as a core part of their commercial strategy.
For the duration of the campaign, Instagram outperformed every other sales channel for direct iQ saw revenue in the UK — demonstrating that B2B buyers in the trade sector are reachable and convertible through paid social.
The 205% growth in Instagram following was not vanity growth — it was an audience of UK landscaping and construction professionals with genuine commercial relevance to the iQ Power Tools range.
A 227% rise in direct messages confirmed that Instagram was generating real commercial conversations with UK buyers — not just passive impressions.
Through consistent paid presence and visual content, MultiQuip shifted from being an unknown brand in the UK trade market to a credible, recognised supplier for landscape and construction contractors.
The MultiQuip campaign is proof that B2B Instagram advertising – when built on genuine audience insight and delivered with the right creative – produces measurable commercial results. A 168% revenue increase driven entirely through paid social demonstrates that Instagram is no longer a B2C-only channel. For UK manufacturers and equipment suppliers with a visually demonstrable product and a clearly defined trade audience, Instagram represents one of the most cost-effective and direct routes to revenue available. The key is strategy before spending — and that's exactly where AsOne adds value.
