Google Ads for Manufacturing Leads: B2B Case Study
A US-based company sells nitrogen and oxygen generators to the B2B market. Its clients include manufacturing facilities, factories, laboratories, energy companies, and tendering organizations. The product is complex and expensive, so the primary goal was to attract high-quality B2B leads.
Before partnering with us, the company had not used Google Ads as a customer acquisition channel. It was important for the client to establish a stable lead generation system in a competitive B2B niche.
Our objectives included
Process
Main Challenges
Complex B2B product
Nitrogen generators are expensive industrial equipment with a long transaction cycle. Therefore, the primary goal was to attract manufacturing companies and enterprises, focusing on audience quality rather than volume. Lack of Accumulated Statistics
The project was launched from scratch, so time was needed to develop advertising campaigns, test hypotheses, collect data, and further optimize.
Estimation
Before launching the campaign, we prepared a project forecast: we calculated the recommended advertising budget, the expected number of requests, and the estimated cost per lead, taking into account the specifics of the B2B niche and the product price.
Below are the forecast indicators that were prepared before the start of the project.
Promotion Strategy
Our goal was to create an advertising campaign that would attract B2B clients interested in purchasing industrial equipment. Therefore, to achieve high-quality results, we did the following:
Focused on the B2B audience
Tailored the campaign to target manufacturing companies, factories, laboratories, and businesses that actually need nitrogen generators.
Collected commercial search queries
Used queries that users use to search for a supplier or business equipment, rather than simply researching information. We tailored ads to a business audience.
We emphasized the industrial application of our equipment and the benefits of partnering with us.
Advertising Campaign Optimization
After the launch, we continued to improve traffic quality and scale results:
We removed irrelevant queries.
We regularly analyzed search queries and disabled irrelevant impressions to avoid wasting budget.
We enhanced effective campaigns.
To generate leads at the best cost, our team constantly allocated budget to more effective advertising campaigns and search queries.
We tested new ads and queries.
We refined our ads and tested new search queries to attract more targeted leads and reduce their cost.
Result
Despite the complex product and the lack of accumulated statistics, we were able to generate a stable flow of leads within the first two weeks at a cost significantly lower than expected. Further work on improving our advertising campaigns significantly increased the number of leads and reduced their cost.
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