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Featured industry case
+340% qualified leads.
Industrial equipment, twelve months. The strategy, the work, the math.
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B2B Performance · Service 02 of 10
B2B PPC and paid media for manufacturers and technical-product brands. Google Ads, LinkedIn, Meta, Microsoft — one team, one system. 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.
The platforms we run
B2B paid media doesn’t live on one platform. The buyers do their research everywhere — Google when they’re actively shopping, LinkedIn when they’re forming a consideration set, Meta when they’re still scrolling, Microsoft when they’re older or in B2B-heavy industries. We run them all as one system.
01 · Search + PMax + YouTube
Where active demand lives. Spec-driven query architecture, conversion tracking that survives iOS, Performance Max paired with negative-keyword discipline.
Google Ads for manufacturers →02 · B2B Targeting
The only platform where you can target the specific titles and accounts buying your equipment. Sponsored content, message ads, account-based campaigns built for technical-buyer reach.
LinkedIn Ads for B2B →03 · Retargeting + Reach
Not for cold prospecting. For the retargeting and audience-expansion work that keeps a six-month sales cycle warm. Real product video outperforms stock by 2-3x on every Meta surface.
Meta ads for B2B →04 · The Underbid Channel
Bing’s search audience skews older, B2B-heavy, higher-income. CPCs run 30-50% lower than Google for the same intent. The channel nobody bids on hard.
Microsoft Ads for B2B →What about Reddit, TikTok, programmatic? We’ve run them when the math says they earn the spend. Most B2B manufacturer engagements don’t need them. We’ll tell you when they do.
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 · Paid media questions
If yours isn't here, the form is honest territory.
Talk to us about paid mediaGet in touch →Paid media changes can show signal in two weeks. Meaningful CPL/ROAS movement usually takes 60-90 days. Pipeline impact takes one full sales cycle — often 3-6 months for considered purchases. Honest timeframes per channel in the first conversation, not aspirational ones.
We work best with clients spending $5K+/month on paid media. Below that, the optimization math doesn’t compound enough to justify our retainer. Above $200K/month, we usually pair with an in-house ad ops resource so the work scales without us becoming the bottleneck.
Both, depending on what we find. Audit first, decide second. If the existing structure has bones worth keeping, we evolve it. If it’s a tangle of legacy campaigns running since 2019 against the wrong attribution model, we rebuild around the spec-driven architecture.
Google, LinkedIn, Meta, and Microsoft as the core four for B2B manufacturer engagements. Reddit, TikTok, and programmatic when the math earns it — usually retargeting or specific industry communities. Each platform has its own page above with the platform-specific approach.
The strategist who scopes the work runs the account. Twenty-plus years of paid media practice, accounts at scale, deep product literacy in industrial / technical / engineered categories. The person you’re on a call with has personally optimized the bid strategy, written the RSAs, and reviewed the search-term reports. Not a generalist account manager. Not a junior with a senior title.
Yes — landing pages are part of the paid media motion. If the ads send traffic somewhere that doesn’t convert, we fix the page. Not a separate engagement, not a handoff to the web team. The ad and the page are the same job.
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.