In the industrial sector, the effectiveness of Google Ads campaigns depends on the quality of queries. In the case of specialized B2B machinery, even similarly sounding phrases can attract completely different users: from manufacturing companies looking for professional solutions to individuals interested in hobby equipment or devices from other industries.
For MultiMasz, the goal was to increase lead volume without increasing the share of irrelevant queries. The campaigns needed to reach companies that were genuinely searching for metalworking machines, custom-built production equipment, and solutions supporting industrial processes.
Through restructuring Google Ads campaigns, expanding exclusion lists, and scaling the best-performing traffic sources, lead volume increased from 37 in January to 203 in May, while cost per conversion decreased by 76%.
MultiMasz is a company operating in the metalworking machine industry. It offers professional industrial machines, maintenance services, and modernization of equipment used in manufacturing plants.
The company’s clients are enterprises that require specialized solutions for metal processing, production continuity, and the development of their machinery park. Purchasing such a machine requires analysis of technical parameters, budget, availability, and alignment with a specific production process.
From a Google Ads perspective, this required highly precise campaign management. The focus was on leads from companies and decision-makers, rather than traffic from users searching for similarly named but irrelevant products.
Industry: industrial / metalworking machinery
Model: B2B
CMS: Joomla
Audience: manufacturing companies, industrial plants, decision-makers
Goal: increase high-quality leads and reduce cost per conversion
Delante services: Google Ads
Channels: Search, Performance Max, Demand Gen
The first step was to identify which campaigns and queries actually generated valuable leads, and which were consuming budget on users outside the target audience.
In a niche B2B environment, similarly phrased queries can reflect completely different intent. A user searching for a professional metalworking machine may use phrases close to those entered by someone looking for hobby-grade, jewelry, cosmetic, or semi-professional equipment.
Therefore, the primary objective at the beginning was to separate business-relevant traffic from accidental visits.
A significant part of the work involved systematically expanding exclusion lists. We analyzed search queries and eliminated those generating irrelevant traffic.
We excluded, among others, queries related to hobby products, equipment from other industries, and devices that could have similar naming but did not match MultiMasz’s offering.
As a result, campaigns started to allocate budget more efficiently and reach users closer to the purchase decision stage.
Search campaigns were the main source of high-intent queries. We focused on phrases related to professional metalworking machines, industrial equipment, and manufacturing needs.
The campaign structure was gradually refined to better control budget allocation, ad messaging, and traffic quality.
After cleaning traffic and improving signal quality, we were able to scale activities more safely. Performance Max and Demand Gen supported reach expansion and helped access users potentially interested in industrial-grade solutions.
Maintaining lead quality control remained critical, so campaigns were continuously monitored and optimized.
After identifying the campaigns and segments generating the highest-quality leads, budgets were increased in the most efficient areas.
The increase in lead volume was the result of account restructuring, reduction of irrelevant traffic, and reinvestment into campaigns that delivered qualified inquiries.
In the case of MultiMasz, the biggest challenge was not simply generating a higher number of leads, but reaching the right users. In a narrow industrial niche, similar queries can represent completely different intents, which is why we placed strong emphasis on search query analysis, exclusions, and traffic quality control. Only after restructuring the campaigns were we able to safely scale activities and increase lead volume without wasting budget on irrelevant clicks.
The effect of the implemented strategy was a dynamic increase in lead volume alongside a reduction in cost per conversion.
Over the course of a few months, lead volume increased from 37 to 203. At the same time, cost per conversion decreased by 76%, demonstrating that the campaigns generated more inquiries with significantly better cost efficiency.
The most important factor was that this growth was achieved after cleaning the campaigns from irrelevant traffic and better aligning activities with the specifics of a niche B2B market.
Google Ads results showing increased lead volume and decreased cost per conversion in the platform dashboard
Case MultiMasz shows that in Google Ads campaigns for niche B2B, the biggest challenge is traffic quality.
In the industrial sector, a single query can attract both a potential business client and a user looking for a completely different type of equipment. Therefore, campaign effectiveness depends on consistent query filtering, lead quality control, and scaling activities that genuinely support sales.
Thanks to campaign restructuring, expansion of exclusion lists, and optimization of Search, Performance Max, and Demand Gen campaigns, we achieved a 450% increase in lead volume and a 76% reduction in cost per conversion.
We will analyze where your advertising budget is losing traffic quality, which campaigns are actually generating inquiries, and how to scale activities without wasting spend on irrelevant clicks.
Let’s talk about Google Ads for B2B!
