Google Ads, CRO and SEO for industrial suppliers

Where it leaks. One campaign bids on “machine shop” or “industrial valves,” so spend goes to job seekers, students, hobbyists and retail shoppers. Meanwhile the narrow search that signals a real job, such as a size, alloy or standard, is too low in volume to get any attention from a broad campaign.

What we change. Campaigns by capability and by the spec, material or standard a buyer would type, negatives for jobs, training, retail and used equipment, and location targeting around the plants and ports you can actually serve.

Where it leaks. The ad lands on a home page listing everything the company does. The engineer or buyer needs sizes, tolerances, materials, standards and lead times to tell whether you can do this job, and there’s nothing to check.

What we change. One page per capability with the real specifics: materials, size ranges, tolerances, standards you work to, equipment list and typical lead times. Photos are from your own shop or site, and any controlled data stays off the page.

Where it leaks. The page shows a row of logos. A supplier-quality reviewer needs to know what’s actually covered, which site holds it and whether it’s current, and a logo used wrongly can also cause trouble with the body that owns it.

What we change. A certifications page that lists each one with its scope, site and expiry date, using marks only as the issuer allows, plus the safety record, insurance and quality documents your buyers ask for, available on request or for download.

Where it leaks. A contact form with a message box can’t take a drawing, so the buyer has to email it to someone, and an RFQ can sit in a shared inbox while the outage date gets closer. The buyer sends the same package to two other suppliers and works with whoever answers.

What we change. An RFQ form that takes drawings, quantity, material and required date, a stated reply time you can keep, an instant confirmation, and an alert to a named estimator, so an urgent job isn’t waiting on someone checking a shared inbox.

Where it leaks. Many large operators only buy from approved vendors, so the person who needs your service may not be able to hire you yet. No ad fixes that on its own, and treating a plant engineer’s form fill as a finished sale misses the months of paperwork that come next.

What we change. A page written for supply chain and vendor-management teams, a ready vendor packet, and a named-account list, so marketing supports the qualification process your sales team is already working through with each operator.

Where it leaks. A lot of work arrives by phone or direct email after someone visits the site, so the ad platform sees little of it. A $900 repair and a $400,000 contract look the same, and a job won in five months gets no credit at all.

What we change. Tracked RFQ forms and calls, won-job value imported from your CRM or ERP, and qualified RFQs as the main early signal. Google accepts click-ID conversions for up to 90 days, so longer jobs are reported from your own records alongside the ad platform’s view.