Buy the quote requests, not the clicks.
not the clicks
Industrial demand is thin, technical and worth a fortune per order, so a paid account built for volume wastes it. We run Google Ads, Microsoft Ads and LinkedIn for manufacturers — managed against qualified RFQs rather than form fills — with our paid search and conversion tracking teams.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
FOUR WORKSTREAMS
Four workstreams behind paid campaigns that produce real quotes.
that produce real quotes
Search campaigns built on how parts are specified, LinkedIn where the buying committee lives, quote-focused landing pages, and measurement that follows an enquiry all the way to a won order.
Google Ads and Microsoft Ads
LinkedIn and the buying committee
Landing pages and quote paths
Tracking, CRM and reporting
Capture the buyer already searching for the part.
An engineer searching an alloy, a tolerance and a process is the most valuable visitor your business can buy, and there are not many of them each month. The economics are unusually friendly when the targeting is tight: industrial and commercial advertisers average $5.87 per click and $75.19 per lead at an 8.20% conversion rate.
We build campaigns around capability, material and application queries rather than broad category terms, with negative keywords reviewed weekly to keep students, job seekers and hobbyists out. Microsoft Ads usually earns a place too — its all-industry cost per click runs about $1.54 and its desktop audience suits engineering work.
- Campaigns structured by capability, material and application, not by your site menu
- Weekly search term review and negative keyword maintenance
- Dynamic search ads used to catch long-tail technical queries
- Microsoft Ads imported and bid separately where volume justifies it
$5.87
average industrial and commercial cost per click on Google Ads
$75.19
average industrial and commercial cost per lead on Google Ads
Reach the people search cannot find.
Plenty of industrial purchases never start with a search. A plant engineer has a problem, asks two colleagues, and the shortlist forms inside the company. LinkedIn is the one place you can reach those roles by title, employer and industry — and 70% of technical buyers choose the better-known brand when two options look similar.
It costs more per enquiry: manufacturing campaigns run roughly $5 to $6 per click and near $100 per lead, with lead gen forms converting at 6 to 10% against 3 to 5% on landing pages. We use it for capability documents and named accounts, never as a replacement for demand capture.
- Targeting by job function, seniority and named account lists
- Technical documents and capability guides as the offer
- Lead gen forms tested against landing pages, not assumed
- Spend capped until cost per qualified opportunity is proven
~$100
typical LinkedIn cost per lead for manufacturing campaigns
6-10%
conversion rate on LinkedIn lead gen forms versus 3-5% on landing pages
The page has to answer an engineer's questions.
Most industrial ad budgets die on arrival. The ad promises a specific capability, the click lands on a homepage carousel, and the only way to talk to anyone is a contact form asking for a message. Meanwhile 73% of industrial buyers study a supplier's website before they will submit an RFI.
We build pages per capability with the ranges, materials, certifications and lead times an engineer needs, plus a quote path built for drawings and part numbers. The benchmark to beat is modest: manufacturing websites convert at about 2.2%, so a purpose-built page moves the whole account.
- One page per capability, matched to the ad that sent the click
- Specifications, tolerances and certifications on the page itself
- Quote forms that accept drawings, part numbers and quantities
- Speed and mobile behaviour tested on the templates that carry spend
73%
of industrial buyers review the supplier site before sending an RFI
2.2%
average manufacturing website visitor-to-lead conversion rate
Follow the enquiry to the order.
Ad platforms optimise for whatever you count. Count form fills and you will get cheap form fills from distributors, students and overseas resellers. Count qualified quote requests and the same budget starts finding buyers whose projects are real.
We connect the ad accounts to your CRM so an enquiry can be traced to a quote and a won order, then report cost per qualified opportunity against the $79.28 industrial services cost per action and the $116.13 B2B average. With contracts running from $50,000 to several million, the ratio that matters is not the price of a click.
- Conversion tracking and call measurement rebuilt and verified first
- CRM connected so qualified stages feed back to the platforms
- Reporting on cost per qualified opportunity, not cost per form
- Monthly written read with the next month's plan attached
$79.28
average Google Ads cost per action for industrial services
3.37%
average search conversion rate for industrial services campaigns
average conversion rate on industrial and commercial search campaigns
average B2B cost per action on Google Ads search
Search term review and negative keyword maintenance
Ad accounts, tracking and pages in your name
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01 — The challenge
Plenty of enquiries, almost no quotable work.
This is the account we usually inherit. The campaign is broad, the conversion count looks healthy, and the sales desk spends the week replying to students writing a thesis, traders wanting a price list, and firms asking for a process you retired in 2011. The budget is working exactly as instructed, on the wrong instruction.
“We got ninety enquiries last quarter and quoted eleven of them.”
The gap is fixable, because industrial demand is efficient when it is aimed properly: industrial and commercial campaigns average an 8.20% conversion rate at $75.19 per lead. The problem is almost never the platform.
02 — Our approach
Measure first, then buy only the demand you can quote.
We begin with measurement, because scaling an account you cannot read is expensive guesswork. Conversion actions cleaned up so a brochure download is not counted as an enquiry, call tracking in place, and a CRM connection so a lead can be followed to a quote and an order. Until that works, spend stays deliberately modest.
Then the account is rebuilt around the way parts are specified. Capability, material, process and application queries get their own campaigns and budgets, with aggressive negative keyword work to keep out the traffic that will never buy. Where volume is thin, we add LinkedIn for named accounts and job titles rather than pushing bids on searches that do not exist.
After launch it is a weekly rhythm: search terms, bids, budget shifts and page tests, with a monthly written read on cost per qualified opportunity. The ad accounts, tracking and landing pages are yours from the first day, whatever happens later.
03 — What we did
Four weeks to a clean account, then a weekly rhythm.
Audit and measurement, build, launch, then ongoing management — reported against quoted opportunities rather than dashboard conversions.
Week 1 / Audit
Where the budget goes today
Search terms, geography, devices and conversion actions reviewed, with wasted spend and miscounted enquiries listed plainly.
Week 2 / Build
Structure, offers and pages
Campaigns rebuilt around capability and application intent, each pointed at a page carrying the specifications that ad promised.
Weeks 3-4 / Launch
Live, with the sales desk ready
Campaigns go live once tracking is verified and your sales team knows what is coming, so a real RFQ never waits three days for a reply.
Ongoing / Manage and scale
Weekly optimisation, monthly reading
Negatives, bids and budgets adjusted weekly, with spend moved towards the capabilities that quote and win rather than the ones that click.
WHAT YOU GET
Deliverables you keep, whatever happens next.
you keep
Ad accounts, tracking, creative and landing pages stay in your name from day one.
Account and tracking audit
What the current campaigns are really buying, and every conversion action counting something that is not an enquiry.
Channel and budget plan
Which platforms get what through the year, and the cost per qualified opportunity each has to hit to keep its place.
Ad copy for technical buyers
Copy that leads with capability, tolerance and lead time, written in enough volume to keep testing rather than running one ad forever.
Capability landing pages
A page per capability with real specifications and a quote path that accepts drawings, quantities and part numbers.
Reporting on qualified RFQs
Clicks, enquiries, quotes and spend in one view, with a written note on what moved instead of a wall of platform charts.
Enquiry handling playbook
What the sales desk asks and how fast it replies, because response time decides what an expensive click was actually worth.
HOW WE WORK
Operating standards, not promises.
Operating standards
Contract manufacturers and job shops
Machining, fabrication and assembly capacity sold on capability searches.
ExploreOEMs and equipment builders
Considered purchases where the committee is larger than the search volume.
ExploreIndustrial distributors
Part-level demand, thin margins and a need to know which lines actually pay.
Explore
Built on trust. Proven by results.
We partner with SMBs and Fortune 500 companies to deliver more than reach — we bring clarity, execution, and measurable outcomes. Every successful partnership starts with a strong culture fit and a shared drive to grow.
CASE STUDIES
Case studies
Website Portfolio
Video Ads
Static Ads
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FAQ
Questions manufacturers ask us
Does pay-per-click actually work for manufacturers?
It works well when the targeting is narrow, and the benchmarks are favourable: industrial and commercial campaigns average an 8.20% conversion rate at $75.19 per lead and $5.87 per click. The failure mode is breadth, not the channel — broad category terms bring traffic you cannot quote. We would rather run a small, sharp account than a large, busy one.
What is a good cost per lead for an industrial campaign?
Judge it against order value rather than an industry average. Industrial services average $79.28 per action on search, against $116.13 for B2B as a whole, while a single manufacturing contract can run from $50,000 to several million. A $200 enquiry that becomes a quoted programme is cheap; a $30 enquiry from a reseller is not.
How do you keep out students, resellers and tyre-kickers?
Three levers, applied every week. Tight keyword sets built on how parts are specified, an aggressive negative keyword list that grows from real search terms, and ad copy plus form fields that qualify rather than flatter. Feeding your CRM's qualified stage back to the platforms then teaches them what a good enquiry looks like, which is the lever most accounts never use.
Should we run LinkedIn as well as search?
Often yes, in that order. Search captures buyers already looking; LinkedIn reaches the engineers and purchasing managers who never search. It is dearer — roughly $5 to $6 per click and near $100 per lead for manufacturing — so we prove search first and add LinkedIn with a capped budget and a document offer worth downloading.
Our search volume is tiny. Is there enough demand to buy?
Usually there is more than the keyword tools suggest, because industrial demand hides in long, specific phrases rather than head terms. Fifty searches a month for an exact process and alloy can be worth more than fifty thousand for a category word. Where the volume genuinely is not there, we say so and put the budget into LinkedIn, named accounts and remarketing instead of pretending bidding harder will invent buyers.
How do you measure success on a nine-month sales cycle?
By measuring the milestones instead of waiting for the order. Qualified enquiry, quote sent, quote value and win, each attributed to the campaign and keyword that started it. Where your CRM supports it we close that loop automatically; where it does not, we build the best available proxy and label it as one rather than quietly presenting it as revenue.
Can you work with our distributors and reps?
Yes, and it is worth agreeing the rules early. We can route enquiries by territory, exclude regions covered exclusively by a partner, and report what each channel produced so nobody argues about credit later. The campaigns are built to protect the specification, which is normally what the channel wants too.
Do we need new landing pages, or can we use the site?
Sometimes the site is fine, and we will say so. More often the capability pages lack the ranges, certifications and quote path a paid visitor needs, and that is where the money leaks — manufacturing sites convert at about 2.2% on average. Where we do build pages, they are yours and can be folded back into the main site.
How does paid search fit with our SEO programme?
They feed each other. Paid tells you within weeks which capabilities, applications and phrases actually convert, and that evidence shapes the organic plan run by our manufacturing SEO team. Over time organic carries more of the volume and paid concentrates on the high-value, high-competition terms.
Will you lock us into a long contract?
No. The ad accounts, tracking, creative and landing pages are yours from day one, so the whole programme can move with you. We do ask for a fair window, usually a quarter, because campaigns need learning time and industrial cycles are slow enough that a month proves very little.
Do you run Microsoft Ads for manufacturers?
Frequently, because it fits the audience. Volume is lower but the clicks are cheaper — about $1.54 per click across industries — and a lot of engineering desktops still run Edge and Bing by default. We import once Google is producing reliably rather than splitting a modest budget on day one.
How do we choose a manufacturing PPC agency?
Ask who manages the account daily, how often search terms are reviewed, and what the monthly report measures. An agency reporting impressions and clicks is measuring its own activity; one reporting cost per qualified opportunity is measuring your business. Confirm the accounts and tracking will be in your name before signing anything.
Are technical buyers really researching online first?
Overwhelmingly. Technical buyers complete 62% of the buying process online before speaking to a salesperson, so the shortlist is usually set before your team hears about the project. Paid search is the fastest way onto that shortlist while the slower organic work builds.
Who will actually be running our account?
A named senior paid media strategist who joins the monthly session and learns your processes and materials. You will know who writes the ads and who touches the budget, and you can reach them directly rather than through an anonymous service queue.
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