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Typical project · Manufacturing

Fewer form fills, more qualified opportunities

Restructuring Google Ads by product line and importing CRM opportunities for a packaging machinery manufacturer that sells internationally.

ServicesGoogle Ads · Analytics · CRM
Typical duration4-6 months
MarketSpain and Europe
Goals
  • Reduce the cost per qualified lead
  • Prioritise the highest-value product lines
  • Measure the business generated by each campaign
  • Open up lead generation in new markets
Starting point

High volume, low quality

Campaigns in this sector often bring in plenty of form submissions, and the sales team throws most of them away: students, companies from unrelated sectors and spare-parts requests that are not new business.

The account usually optimises towards form submissions, with no idea which contacts progress. Every product line shares the same campaigns and budget, whatever its deal size or margin.

Approach

How we do it

  • 01Business measurement

    Click ID capture, import of CRM pipeline stages and values by product line.

  • 02Structure by product line

    Separate campaigns for packaging machines, labelling machines and complete lines, with budgets set by margin.

  • 03Technical searches

    Keywords by application and packaging format, and exclusion of job, training and spare-parts searches.

  • 04Landing pages by application

    Pages with specifications, use cases and a form with qualifying questions.

What changes

What changes in a project like this

  • Google Ads bids for opportunities that move forward in the CRM, not for form fills.
  • Budget is split according to the margin of each product line.
  • Sales spends its time on contacts that are a genuine fit.
  • Every campaign can be judged by the business it brings in.
Process

Project phases

  1. Weeks 1–3

    Measurement

    Account audit, stage-based conversions and CRM integration.

  2. Weeks 3–6

    Restructuring

    Campaigns by product line, technical keywords and negative keywords.

  3. Weeks 6–10

    Landing pages

    Pages by application and a form with qualifying questions.

  4. Months 3–6

    Optimisation and expansion

    Bidding towards qualified leads and launch in new markets.

Services applied

Disciplines in this project

Paid Ads Analytics and CRO GTM Engineering
Assessment

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