The client contacted us because they faced a high cost per conversion in Google Ads, leading to significant expenses without corresponding results. The hydraulic cylinder niche falls within the industrial B2B sector, where competition among sellers for relevant search queries is intense, but still, there are a lot of benefits of PPC for industrial companies. This leads to increased click costs, significantly increasing the advertising budget.
Overall, this is a complex technical product that requires a certain level of knowledge and understanding from the buyer. This can result in longer decision-making times for customers, reducing the overall number of purchases while increasing their average cost. B2B PPC services are the right way to solve these issues.
The Netrocket team helped to solve this problem; look below to see how we did it.
3
Execution / Optimization Process
During the audit, some problems were identified in the campaigns:
- no negative keywords;
- no division of the groups by types of hydraulic cylinders;
- no crafted individual titles for each and uploaded creatives;
- no utilized relevant signals for targeting;
- no selected the top products and placed them in a separate campaign;
After a certain period, these problems were solved.
When these issues were identified, we created a strategy and aligned it perfectly with PPC for industrial companies execution plan on how to solve them.
We started with:
- Analyzing the search campaigns, adding new negative keywords, and pausing high-cost conversion keywords.
- Then we turned off the standard shopping campaign and launched maximum performance campaigns instead.
- In the maximum performance campaigns, we divided the groups by types of hydraulic cylinders, crafted individual titles for each, uploaded creatives, and utilized relevant signals for targeting.
- We continued with selecting the top products and placing them in a separate campaign.
- As a final step, we created a maximum performance campaign with targeting focused exclusively on shopping ads.
Your efforts should always be paid off. This client achieved great results with the help of our PPC consultants.
The implementation of PPC for industrial companies approach led to an 84.76% increase in ROAS and a 35.63% reduction in the cost per conversion. This, in turn, impacted the client’s overall revenue, which grew by +37.28%.
All the work was completed as soon as possible, and these results were achieved in a short time—just one month.
A year later, this online store experienced exponential growth in both revenue and ROAS. The advertising campaign expenses grew substantially by 334.59%, along with a 490.96% increase in revenues. This means that the client’s business is growing rapidly and exponentially within such a short period.
5
Summary / Conclusion Takeaways
As a result of implementing complex optimization of the Google Ads campaigns, we achieved significant improvements in key performance indicators, delivering tangible results for the client’s business.
The first thing to highlight is the +84.76% increase in ROAS. This metric is one of the most crucial for any advertising campaign, as it directly reflects how much revenue is generated for every dollar spent on advertising. The increase in ROAS indicates that the advertising investments have become more effective, meaning that each dollar spent now brings nearly twice the profit for the client compared to before the optimization. This is especially important in a highly competitive market, where marginality plays a decisive role.
The second important result is the -35.63% reduction in cost per conversion. This decrease indicates that the campaign has become more cost-effective in attracting customers, making the advertising investments more profitable. This reduction is critically important for the business, as it allows for a portion of the advertising budget to be freed up, which can either be reinvested in other areas or used to increase the volume of advertising without raising the budget. This, in turn, leads to increased sales and profits.
With these improvements, the client’s overall revenue increased by +37.28%. And this is the most important metric, as we think.
This revenue growth is the end result of the effective performance of all the optimized elements of the advertising campaign.
What takeaways do we have for you with this case?
First and foremost, in such a competitive niche, always do regular analysis and optimization of advertising campaigns. Successful optimization has significantly enhanced the efficiency of advertising investments, consequently improving the client’s business financial performance.
Our team always tailors the approach to the specific needs of a project, as we did for this one.
