A manufacturer does not sell to the public. It sells to an engineer, a buyer or a plant manager who searches for a capability, a material or a part number and asks three suppliers for a quote. The ads have to speak that language, filter out students and job seekers, and track the quote all the way to the order.
Industrial searches are small and specific. The waste comes from treating them like consumer searches.
Nobody buys from a search for manufacturing. Buyers search for CNC machining services, custom metal fabrication or injection molding companies, and those are the campaigns.
Industrial terms attract people writing a paper, looking for a job or selling a machine. Without a negative keyword list the budget pays for all of them.
A request for quote is a lead only when sales answers it. If the CRM does not send the outcome back to the ad account, the campaign optimises toward form fills, including the useless ones.
The engineer wants tolerances and certifications. The buyer wants lead time and price. The plant manager wants uptime. Ad copy and pages have to match the person searching.
Built for a company where the owner, a sales lead or a plant manager owns marketing alongside everything else.
Machining, fabrication, molding, assembly and finishing each get their own campaign, with the materials, certifications and volumes you actually serve.
Tolerances, materials, certifications, lead times and order minimums in the copy, so the click already knows what you do and do not take.
Each request for quote tied to its keyword, then marked in the CRM as quoted, won or disqualified, and sent back to Google as an offline conversion.
Google Ads catches the buyer who already searches. LinkedIn Ads reaches a named list of target plants and roles when the order value justifies the cost.
A page per capability with equipment, materials, certifications, lead times and a request for quote form. Fixed scope, built for the campaigns. See landing pages and websites.
Spend, quotes, won orders and cost per won order, per capability, written for the owner.
Direct access to the person running the account. You talk to the consultant who builds and runs the campaigns, with no account manager in between.
Average cost per click on Google in the United States. The volumes are small and the clicks are expensive where the order is large, which is exactly where a specialist account pays for itself.
| Search term | Monthly searches | Average CPC |
|---|---|---|
| industrial equipment suppliers | 9,900 | $4.42 |
| cnc machining services | 6,600 | $26.09 |
| contract manufacturing | 6,600 | $12.58 |
| custom metal fabrication | 5,400 | $8.03 |
| precision machining | 5,400 | $11.73 |
| sheet metal fabrication near me | 3,600 | $4.96 |
| injection molding companies | 1,900 | $24.35 |
| oem parts manufacturer | 140 | $2.78 |
Source: Google Ads data for the United States via DataForSEO, read on October 22, 2026. National averages for the last twelve months.
I have not published a manufacturing case in the United States, and I would rather say so than borrow one. This is what is real.
Different industry, included because the numbers are public and verifiable. Roughly $20K per month in Google Ads spend, in a market with $45 to $80 CPCs. Read the case.
I run paid media for an industrial company in Brazil, an engagement that started in October 2026. Nothing from that account is published yet, and the client is not named here.
What carries over is the method. Conversions are defined as quote requests from real buyers, calls and forms are tracked to the keyword, and bids are set against what a buyer is worth.
I go through the account, the tracking and the path a buyer takes from search to contact and tell you what is broken. The findings are yours whether or not we keep working together.
Tracking, conversion actions and structure get corrected first. Optimising on top of bad data just makes you confidently wrong.
Campaigns, ad copy and landing pages built around how your buyers actually search, and around what the platform rules allow.
Weekly optimisation against quote requests from real buyers rather than form fills, with a monthly written read on what moved and what is next.
Longer reads on this topic from the blog.
Manufacturers, machine shops and industrial suppliers that sell to other businesses.
Not a fit. Companies that sell only through distributors with no quote process of their own, and companies that cannot tell sales which quotes came from where.
Yes, when the campaigns are built on capabilities and materials instead of on the industry name. In October 2026 a click on cnc machining services cost $26.09 on average in the United States and a click on injection molding companies $24.35, prices that only make sense when the quote is tracked to the order.
Google Ads first, because it catches the buyer who already searches for the capability. LinkedIn Ads is worth adding when the order value is high and you know the plants and roles you want, because it reaches a named list but costs more per click.
With a negative keyword list that starts with salary, jobs, course, how to and pdf, and grows every week from the search terms report. Resellers and used equipment searches go on the same list.
You work directly with the consultant who runs the account, without an account manager in between. With no agency structure behind me, the fee sits below what specialist agencies in this field charge for the same scope. The ad accounts stay in your name.
I have not published a manufacturing case in the United States, so I will not claim one. I do run paid media for an industrial company in Brazil today, started in October 2026 and not yet published. The published numbers on this site come from a home services company in Houston. The method is the same one, applied to quote requests from the buyers you want.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
Rather book a time directly? Schedule a call.