High entry barriers, the specificity of a niche B2B sector, and a custom manufacturing model required targeting a very narrow group of decision-makers. Previous activities resulted in a high customer acquisition cost (CAC) due to a large volume of irrelevant queries – for example, searches for similarly named equipment from other industries (e.g., nail milling machines) or semi-professional devices. This created inefficiencies, burdened the sales team, and led to budget waste on low-value traffic.
A dedicated SEM Specialist at Delante implemented a cost optimization strategy by eliminating non-converting traffic streams. Through rigorous expansion of negative keyword lists and precise targeting refinement across Search, Performance Max, and Demand Gen campaigns, low-quality traffic was effectively cut off. Cleaning up the account structure enabled safe budget scaling and increased market share, delivering high-intent, high-value leads while maximizing ROAS.
In the metalworking machinery industry, selling premium products requires precise targeting of a narrow decision-making audience and a clear differentiation from a wide range of “quasi-similar” solutions. This case study demonstrates how structured Google Ads activities – based on proper segmentation, noise elimination, and scaling of high-performing campaigns – translated into a significant increase in high-quality inquiries.
MultiMasz is an experienced supplier of metalworking machinery, as well as maintenance and modernization services. The company provides end-to-end support – from machine production to ongoing maintenance and optimization – helping clients ensure production continuity and effective management of their machine parks.
The engagement began with a comprehensive account audit. Since the client’s machines are manufactured to order, their pricing is naturally higher. The objective was to reach companies seeking tailored solutions while avoiding budget waste on users looking for standard, off-the-shelf machinery.
The media strategy was built on several key pillars:
A key challenge was the high volume of queries related to “similar” but irrelevant equipment (e.g., hobbyist or jewelry tools). Eliminating this traffic required time and consistency but resulted in a gradual improvement in lead quality.
Once a stable data foundation and reliable system signals were established, scaling became possible – by increasing budgets in top-performing campaigns and further expanding reach while maintaining strict quality control.
The implemented strategy delivered a dynamic increase in lead volume:
from 37 leads in January
to 203 leads in May
This represents more than a fivefold increase in inquiries within a few months, while maintaining a strong focus on traffic quality and alignment with the client’s offering.
Results in Google Ads
The case clearly demonstrates that in campaigns for highly specialized products, success depends not only on traffic generation but primarily on its qualification. Eliminating irrelevant audiences, applying precise targeting, and maintaining consistent optimization enable the development of a scalable lead generation model.
The collaboration also confirms that combining Search campaigns with automated solutions such as Performance Max and Demand Gen can effectively support both performance and demand generation – provided that the system is properly fueled with high-quality data and strict control over incoming traffic is maintained.
