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High-Tech Manufacturing

Google Ads for Manufacturers: Cost per Lead Down 59.4%

Google Ads for manufacturers: paid media and landing page work cut a high-tech manufacturer's cost per lead 59.4% and CPC 32.2% as conversion rate rose 66.8%.

High-tech manufacturing equipment
59.4%
Decrease in cost-per-lead
After three months
66.8%
Increase in conversion rate
After three months
32.2%
Decrease in cost-per-click
After three months

The Client

About the Client

Our client is a market leader in B2B high-tech manufacturing.

Its paid media campaigns were not generating positive ROI. The company came to New Perspective to improve paid media management and optimize its landing page experience.

Key Takeaways

  • Cost-per-lead down 59.4%
  • Conversion rate up 66.8%
  • Cost-per-click down 32.2%

The Challenge

Paid Media Without Positive ROI

The client's paid media campaigns were not paying back. As a niche B2B manufacturer, it needed a specialized approach to reach its audience and maximize returns.

  • 01

    Reduce Cost-per-Lead

    Generate more leads from the same paid media budget.

  • 02

    Increase Conversion Rate

    Turn more landing page visitors into leads.

  • 03

    Decrease Cost-per-Click

    Make each click cheaper by cutting wasted spend.

The Approach

How We Helped

We focused on two areas: paid media management and landing page optimization. Select a phase to see the work.

Step 1 of 2

Paid Media Management and Optimization

  • Analyzed paid media performance to find improvements specific to the industry.
  • Removed poor-performing keywords, ad groups and networks to stop wasted spend.
  • Moved budget to top-performing targets to reach the niche audience.
  • Improved budget allocation across mobile and desktop users.

Step 2 of 2

Landing Page Optimization

  • Redesigned the landing page experience for a B2B high-tech manufacturing audience.
  • Set up and ran an A/B testing program on messaging and page design.
  • Applied the test results to the landing page to maximize conversions.

The Results

Lower Costs and More Conversions in Three Months

After just three months with New Perspective, the client saw clear gains in its key metrics.

  • Cost-per-Lead 59.4% Decrease in cost-per-lead

    More leads within the same budget and better reach into a niche audience.

    After three months
  • Conversion 66.8% Increase in conversion rate

    The new landing page resonated with the B2B high-tech manufacturing audience.

    After three months
  • Cost-per-Click 32.2% Decrease in cost-per-click

    Paid media became more cost-effective.

    After three months

FAQs

Frequently Asked Questions

01How much did cost-per-lead drop?

Cost-per-lead fell 59.4% after three months.

02What changed in the paid media campaigns?

We removed poor-performing keywords, ad groups and networks, moved budget to top-performing targets and improved allocation across mobile and desktop.

03How was the landing page improved?

We redesigned it for a B2B high-tech manufacturing audience and ran an A/B testing program on messaging and design, then applied the results.

04How long did it take to see results?

Three months.

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