Google Ads for Manufacturers Case Study
200% revenue increase
Achieved a huge revenue boost within one month of launching Google Ads.
A family-owned manufacturer of professional-grade pipeline and welding equipment, in business for more than 70 years, had built a strong presence on Amazon through distributors but left its website channel, where margins are higher, almost entirely untapped.
With no paid search running and no conversion baseline to work from, the brand needed Google Ads for manufacturers built around its unique catalog and budget, which is exactly where our DTC advertising team stepped in.
The Challenges
Zero Paid Search Presence
No active Google Ads were run, leaving the brand invisible to buyers searching for its products and questioning how to advertise a DTC website at all.
Disconnected Product Catalog
The product feed was not linked to Google Merchant Center, blocking access to shopping placements that drive DTC discovery.
No Tracking Infrastructure
Purchases went unmeasured, so there was no path to learn what worked or to optimize spend toward profitable Google Ads for manufacturers.
Overshadowed Revenue Stream
Strong Amazon and distributor sales performance masked a missed opportunity, leaving existing market demand untapped.
High Industrial Keyword Costs
Standard keyword bidding proved prohibitively expensive, making it difficult to protect profit margins in a competitive space.
Missing Dedicated Ad Frameworks
The business had no coordinated search marketing system in place, highlighting the need for specialized management of Google Ads for manufacturers.
Absent Conversion Baselines
An unoptimized storefront lacked the data history needed to analyze customer buying paths from which to establish a conversion baseline.
Google Ads Management:
• 3 Performance Max campaigns
• 2 Search campaigns
• 1 Video campaign
Our Approach
December 2025 – January 2026: Foundational Work and Channel Readiness
In the lead-up to launch, we corrected the structural gaps that had kept the website channel dark. Our early work centered on building the tracking, catalog, and account fundamentals needed to support a profitable paid search program before a single dollar was spent.
Account and Catalog Foundations
- Connected the product catalog to Google Merchant Center to unlock Shopping placements within the campaign structure
- Built the conversion tracking infrastructure to measure purchases and create the data history the storefront previously lacked
- Established a clean account framework purpose-built for Google Ads for manufacturers, replacing the absence of any coordinated search marketing system
Audience and Strategy Development
- Defined custom intent audiences spanning the brand’s core buyer segments and competitor searchers
- Mapped asset groups by product category, pairing heritage-led messaging with product spec emphasis
- Planned budget allocation around the channels and conversion paths most likely to convert efficiently
February 2026: Campaign Launch and Strategic Optimization
With the foundation in place, we launched the paid program and let early performance guide the spend. Our approach prioritized efficiency over reach, concentrating budget where the data showed real conversion potential rather than spreading it thin across expensive placements.
Performance Max Launch
- Deployed Performance Max for ecommerce as the primary campaign type, reaching buyers across Search, Shopping, YouTube, Display, and Discover within one optimized budget.
- Activated the asset groups and audience signals built during the foundation phase to feed the algorithm strong early inputs.
Cost Control and Refinement
- Tested a parallel standard Search campaign, identified prohibitive CPCs, and paused it to protect margins.
- Concentrated resources on the more efficient conversion paths the testing revealed.
- Monitored asset group performance, audience signals, and budget pacing through the learning phase to optimize toward profitable growth.
December 2025 – January 2026: Foundational Work and Channel Readiness
In the lead-up to launch, we corrected the structural gaps that had kept the website channel dark. Our early work centered on building the tracking, catalog, and account fundamentals needed to support a profitable paid search program before a single dollar was spent.
Account and Catalog Foundations
- Connected the product catalog to Google Merchant Center to unlock Shopping placements within the campaign structure
- Built the conversion tracking infrastructure to measure purchases and create the data history the storefront previously lacked
- Established a clean account framework purpose-built for Google Ads for manufacturers, replacing the absence of any coordinated search marketing system
Audience and Strategy Development
- Defined custom intent audiences spanning the brand’s core buyer segments and competitor searchers
- Mapped asset groups by product category, pairing heritage-led messaging with product spec emphasis
- Planned budget allocation around the channels and conversion paths most likely to convert efficiently
February 2026: Campaign Launch and Strategic Optimization
With the foundation in place, we launched the paid program and let early performance guide the spend. Our approach prioritized efficiency over reach, concentrating budget where the data showed real conversion potential rather than spreading it thin across expensive placements.
Performance Max Launch
- Deployed Performance Max for ecommerce as the primary campaign type, reaching buyers across Search, Shopping, YouTube, Display, and Discover within one optimized budget.
- Activated the asset groups and audience signals built during the foundation phase to feed the algorithm strong early inputs.
Cost Control and Refinement
- Tested a parallel standard Search campaign, identified prohibitive CPCs, and paused it to protect margins.
- Concentrated resources on the more efficient conversion paths the testing revealed.
- Monitored asset group performance, audience signals, and budget pacing through the learning phase to optimize toward profitable growth.
Impact
200% revenue increase from the website achieved in 30 days
In the brand’s first month working with our Google Ads management agency, revenue generated from website sales tripled compared to the December 2025 baseline, turning a previously stagnant direct-to-consumer channel into a profitable one.
186% increase in website orders in the first month of running Google Ads
Order volume nearly tripled in the first month with Google Ads, rising from single-digit sales from their website in December of 2025 to a steady flow of new direct-to-consumer sales by February 2026.
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