INDUSTRIAL GOOGLE ADS
THAT TARGET PROCUREMENT
INTENT, NOT TIRE KICKERS

* The Problem

WHY MOST Manufacturing COMPANIES
STRUGGLE WITH Paid Advertising

Industrial keyword CPCs average \$8 to \$40 per click. A poorly structured campaign will burn \$5,000 a month on irrelevant clicks from students, job seekers, and competitors. This is not a hypothetical. It is what we see in nearly every manufacturing PPC audit we conduct. The problem is not the budget. It is the architecture.

Most manufacturing PPC campaigns are built with broad match keywords, minimal negative keyword lists, and landing pages that send traffic to a generic homepage. The result is a campaign that generates volume but not RFQs. When you optimize for click volume instead of procurement intent, you get clicks from people who have no intent to become customers.

Procurement intent is the only intent that matters in manufacturing PPC. Searches like "custom injection molding quote," "OEM metal fabrication supplier," and "CNC machining tolerances plus minus 0.001" signal genuine procurement intent. Generic searches like "metal parts" do not. We maximize budget on the former and eliminate spend on everything else.

* Our Approach

HOW WE DO Paid Advertising
FOR Manufacturing

We structure manufacturing PPC around bottom-of-funnel intent first. We identify the specific product category and capability searches that signal a buyer is evaluating suppliers, not researching concepts. We build campaigns around those terms with ad copy that speaks directly to procurement criteria: capabilities, certifications, lead times, and quality standards.

We build negative keyword architectures that eliminate waste from day one. Job seekers searching your product categories. Students researching manufacturing processes. Competitors clicking your ads. Distributors looking for suppliers of products you do not make. We have 300-plus negative keywords built from years of manufacturing campaigns that go into every account from launch.

For manufacturers with longer sales cycles, we layer in remarketing campaigns that keep you in front of website visitors for 90 to 180 days, the duration of a typical industrial evaluation process. You were top of mind when they first found you. We make sure you are still top of mind when they are ready to send an RFQ.

* What's Included

EVERYTHING IN
YOUR PROGRAM

• Google Search Ads targeting product category and intent keywords
• LinkedIn Ads reaching procurement directors, plant managers, and engineers
• Negative keyword architecture: eliminates job seekers, students, and irrelevant queries
• Remarketing campaigns designed for 60 to 180 day B2B sales cycles
• Conversion tracking: form submissions, phone calls, and RFQ requests
• Competitive bid analysis: we know what your competitors are spending
• Landing page optimization for manufacturing PPC traffic
• Monthly reporting: cost per RFQ, lead quality scores, and campaign ROI

* The Outcome

WHAT YOU CAN
EXPECT

The impact of a properly structured manufacturing PPC program is measurable within 60 to 90 days. Wasted spend drops. Cost per qualified lead decreases. RFQ volume from paid search increases. The metrics that matter to a manufacturing business, not generic digital marketing metrics, improve consistently.

Over time, the insights from your PPC program also improve your SEO strategy. The keywords that produce RFQs in paid search tell us exactly what to target organically. The landing pages that convert paid traffic become the template for organic capability pages. Your PPC and SEO programs reinforce each other when they are built by the same team with the same industry knowledge.