Service
Paid Search for Industrial B2B Companies
Who this is for
- Marketing leaders at industrial and supply chain technology companies, typically $50M to $500M in revenue, who own the ad budget and answer for pipeline.
- Companies selling considered systems — robotics, automation, industrial software, supply chain platforms — where a single deal can be worth more than a year of ad spend.
- Teams whose buyers are technical evaluators, operations leaders, and executives. They research quietly, compare vendors on specifics, and decide as a committee.
- Companies that have run paid search before and saw traffic without revenue, or are starting now and want it set up correctly the first time.
What you are running into
Spend without a pipeline trail
Your ad platform reports clicks and form fills. Your CRM shows opportunities from sources nobody can name. When leadership asks which campaigns produced pipeline, the answer is a guess.
Keywords that miss how technical buyers search
Broad match on terms like "automation solutions" collects students, job seekers, and competitors. The buyers you want search by spec, standard, and use case, and generic keyword tools rarely surface that language.
Fewer classic clicks to win
Google AI Overviews and Microsoft Copilot answer many queries before anyone clicks a result. Earning a place in those answers takes different campaign structure and landing content than classic search ads.
Long cycles, last-click reporting
Industrial deals involve several decision makers and run for months. Last-click reporting credits the touchpoint closest to the close, which makes steady campaigns look inconsistent.
What's included
- Account structure and keyword strategy
- Google AI Overviews and Microsoft Copilot ad placements
- Conversion tracking tied to pipeline
- Ongoing optimization, negative keyword management, and reporting
How we approach it
- Step 01
Start from buyer language
We build the keyword plan from the terms technical buyers, operations leaders, and procurement actually type — product categories, standards, failure modes — plus the negative keywords that keep job seekers and students out. - Step 02
Structure the account around how you sell
Campaigns mirror your product lines and buying stages. A plant manager researching a retrofit lands on a page about retrofits, with a next step that matches where they are in the decision. - Step 03
Earn the AI answer surfaces
We build campaigns eligible for Google AI Overviews and Microsoft Copilot placements, and pair them with landing content those surfaces can quote accurately. - Step 04
Connect spend to pipeline
Conversion tracking links your ad platforms to your CRM in the first weeks. From then on, reports show opportunities and revenue by campaign, and we optimize against pipeline.
Questions about Paid Search
Can you run ads inside Google AI Overviews?
Yes. Google shows ads within and alongside AI Overviews, and Microsoft runs the equivalent placements in Copilot. We structure campaigns and landing pages so your ads are eligible for those placements.
How long before paid search produces qualified pipeline?
Clicks and first leads usually arrive within weeks. Qualified pipeline takes longer, often one to two quarters, because industrial sales cycles run long. Tracking goes in during the first weeks, so pipeline is measurable from the start.
Do we keep ownership of our ad accounts?
Yes. Your accounts, data, and history stay in your name and under your admin control. If we ever part ways, everything you paid to build stays with you.
What do you need from us to start?
Admin access to your Google Ads and Microsoft Ads accounts, read access to your CRM, and an hour with whoever knows your products and buyers best. We handle the rest.