A leading large-scale CNC manufacturer needed to elevate their digital advertising performance in a highly competitive market. Struggling with high acquisition costs and low-quality leads, they turned to Grey Matter for a tailored PPC strategy. This case study explores how Grey Matter’s data-driven approach and collaborative execution delivered measurable success, including an increase in conversions and significant cost savings across Google and Microsoft Ads platforms.
TL;DR
Grey Matter revamped PPC strategies for a large-scale manufacturer, achieving a 230% increase in Google Ads conversions and a 63% drop in cost per conversion, while Microsoft Ads saw a 141% boost in conversions and a 61% cost reduction in 2024 delivering measurable growth in lead generation.
The Company
A large-scale manufacturing leader specializing in engineering and large-scale production, this company supports industries such as aerospace, defense, energy, and automotive. Their core offerings include tooling, CNC machining, additive manufacturing, and design services. Seeking to improve digital performance, they aimed to generate high-quality leads.
The Challenge
With inconsistent PPC results, they struggled with high costs and low CTRs. Their position as a premium-priced provider further complicated efforts to attract leads in a competitive market. To thrive, a comprehensive strategy was created to align PPC campaigns with business goals, reduce acquisition costs, and maximize ROI.
The Strategy
To overcome the challenges, Grey Matter implemented a comprehensive and highly localized PPC strategy designed to align with the unique dynamics of each market. The goal was to enhance relevance, improve lead quality, and maximize campaign efficiency while ensuring measurable results.
Rationale: The new campaign structure was designed to focus on attracting qualified leads while eliminating inefficiencies in budget allocation. Cleaning up keyword lists and leveraging platforms like Google Performance Max allowed Grey Matter to efficiently target high-intent users and improve conversion rates, driving meaningful results for the client.
Key Actions:
- Optimized keywords and ad copy for the aerospace and defense sectors to attract high-intent leads.
- Launched Google Performance Max and Microsoft Ads campaigns to target broader, high-value audiences.
The Tactics
Grey Matter implemented a strategic overhaul of PPC campaigns, focusing on efficiency, lead quality, and expanding audience reach. We delivered a highly targeted, cost-efficient PPC strategy.
Conversion Tracking Optimization:
- Robust tracking systems were implemented to monitor high-value actions, such as form submissions and quote requests. This allowed for precise measurement of campaign effectiveness and ROI.
Audience Targeting Adjustments:
- Campaigns were tailored to focus exclusively on aerospace, defense, and space industries, leveraging geotargeting and refined demographics to reach decision-makers in these high-value sectors.
Maximized Conversion Strategies:
- Automated bidding strategies were employed to efficiently allocate budgets toward the most promising prospects. These strategies dynamically adjusted bids to target users with the highest likelihood of converting.
Retargeting & Remarketing:
- Retargeting campaigns re-engaged website visitors with personalized messaging to nurture interest and maintain visibility throughout the decision-making process.
Collaborative Monitoring:
- Through regular collaboration with the client, we continuously optimized negative keyword lists and refined campaign elements. This iterative process ensured high lead relevance and reduced wasted spend.
The Outcome
Grey Matter’s PPC strategy revitalized the manufacturer’s lead efforts, delivering 365 high-quality leads in 2024. The campaigns provided measurable growth and sustainable results.
Key Learnings:
- Precise audience targeting and keyword optimization are critical to maximizing lead quality and ROI.
- Continuous monitoring and data-driven refinements are essential for growth in lead generation.
