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Featured industry case
+340% qualified leads.
Industrial equipment, twelve months. The strategy, the work, the math.
Read the case study
B2B Performance · Service 02 of 09
B2B Google Ads, Meta, LinkedIn, and programmatic. Built for the buyers who research a $40K capital purchase for six months before they ever fill a form. Not built for tire-kickers.
What we hear, going in
Two complaints we hear from B2B manufacturing leadership, almost weekly:
“Half my paid spend is chasing the wrong type of buyer. The leads sales actually wants are not on the head terms.” What we hear from marketing directors, most weeks
“Our agency keeps optimizing for clicks. The CFO wants pipeline.” What we hear from manufacturing CEOs, most weeks
Most B2B paid media operators in our space chase volume metrics — clicks, impressions, lead form fills — because those are the numbers their dashboards default to. The buyers manufacturers actually want are deeper in the funnel: spec-sheet researchers, comparison shoppers, RFQ-ready prospects who type model-specific queries instead of broad-category terms. Same budget, different targeting, different math.
How we run it
Three structural moves we make on most paid engagements in the first ninety days.
We rebuild the campaign architecture around the queries serious buyers actually type — model names, spec comparisons, competitor-replacement searches, capability-specific queries. The campaigns get smaller. Lead quality climbs.
Enhanced conversions, server-side tagging, offline conversion imports tied to your CRM. The attribution that holds up after Apple's privacy updates and the cookie deprecation cycle.
Ad copy and creative built by the team running the account — not a deck from a freelancer who never opened the platform. CTR drops on a variant, the next round of creative comes from people who saw the data.
Dashboards built around revenue and pipeline, not impressions and CTR. The reports that survive a board meeting and don't reduce paid media to a black box.
What you get
01
Quarterly plan covering channel mix, budget allocation, audience strategy, and creative roadmap. Not a deck — a working document we revise as the data comes in.
02
Account architecture, ad groups, audiences, ad copy, creative variants. Daily eyes on the platforms, weekly creative rotation, monthly readouts.
03
GA4 + Data Studio + your CRM all using the same UTM scheme. Enhanced conversions, server-side tagging, offline conversion imports.
04
If the ads are sending traffic to a page that doesn't convert, we fix the page. Not a separate engagement — part of the paid media motion.
05
Static, motion, and video creative produced in-house. Real product, real shop floor — not stock or templates.
06
Live Data Studio dashboard your team and leadership can open any time. Monthly written readout. Quarterly review with leadership.
A real story · A mid-size industrial OEM
A mid-size CNC plasma cutting equipment manufacturer came to us with paid media that was burning budget on broad-category traffic that wasn't converting. The previous setup chased clicks. Sales got overwhelmed with hobbyists and tire-kickers; the buyers this OEM actually wanted were three queries deep, not on the head terms.
We rebuilt paid search around spec-driven buyer queries. Cost-per-lead dropped, lead quality climbed, and pipeline-influenced revenue followed. Twelve-month total: +340% qualified leads on the same monthly spend.
See more case workView all →+340%
Qualified leads
12 months · Same monthly paid-media spend
-62%
Cost per qualified lead
Better targeting, not budget cuts
$487K
Pipeline sourced / month
Attributed to channel for the first time
FAQ · Consulting questions
If yours isn't here, the form is honest territory.
Talk to us about paid mediaGet in touch →Consulting is bounded by deliverable — we audit, we recommend, we hand it back. Fractional CMO is bounded by relationship — we own the plan, we sit in your leadership rhythm, we're accountable for the math compounding over quarters. Most of our consulting engagements end up looking like fractional CMO inside ninety days.
Two days a month for lighter engagements (board reporting, quarterly planning, strategic check-ins). Four days a month for active engagements (strategy + vendor management + audit cycles). We size to the work, not the other way around.
Almost never. We complement them. They run execution, we own strategy. They report to leadership, we coach them through it. The best engagements have a strong in-house operator running the day-to-day with us as the strategic spine they build against.
If the consulting work surfaces a channel that needs to move and we're the right team to move it, yes — the engagement expands to include execution. About two-thirds of our consulting engagements grow this way over twelve to eighteen months. The other third stay consulting-only because their existing teams are capable; we just give them better strategy to run.
Twenty-plus years of marketing practice, multiple engagements at scale, deep product literacy in industrial / technical / engineered categories. The person on your call has run paid accounts, written copy, sat on dealer-training calls, and presented to a board. Not a generalist account manager. Not a junior strategist with a senior title.
If you need execution help more than strategy help, hire a doer first. If you need a single tactical fix (a new website, a campaign, a brand refresh), engage that as a project. Fractional CMO is the right answer when the strategic spine is the gap — and when you're committed to growing something with a senior partner over multiple quarters.
Start a conversation · 1-business-day reply
Twenty minutes. No deck. No discovery script. Tell us about your current paid setup, your sales cycle, and what good looks like to your CFO — we'll tell you whether paid is the right lever to pull or whether something else moves first.