Paid ads · Google Ads & PPC
PPC and Google Ads for manufacturers: search ads that land on pages that convert
PPC for manufacturers works when every ad group matches one process, material or part family, and every click lands on a page that proves it. That is how we run Google Ads, as part of our industrial advertising work: search-only campaigns, tight negatives, clean tracking. If the page isn't there, we build it before we spend.
What we do in a Google Ads account
Five jobs, in this order, every month.
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Step 1, OP 10
Account review
Search terms, negatives, landing pages and tracking from the last few months. You get a plain list of what's wasting money and why.
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Step 2, OP 20
Build
Search campaigns first. Ad groups by process, material or OEM part family. Negatives so 'jobs', 'DIY' and 'free CAD' don't eat the budget.
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Step 3, OP 30
Landing pages
Each ad group lands on the page that says exactly what was searched. Missing pages get built in your website work first.
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Step 4, OP 40
Tracking
Quote forms, drawing uploads and calls tracked as conversions, so the account learns from RFQs instead of clicks.
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Step 5, OP 50
Monthly read
Which searches started conversations, which pages need work, and what to build next.
Ad groups that match how manufacturing buyers search
Buyers search in the words of the job, so every ad group holds one intent and lands on one page. An engineer types 'wire EDM carbide punch', 'passivation ASTM A967' or an OEM part number. Lump those into one 'CNC machining services' group and everyone lands on the same page, and the engineer leaves.
This is the old single-keyword ad group idea, the SKAG, with the part that makes it pay: the landing page. A tight ad group sent to a general page still wastes the click. A tight ad group sent to the page that names the process, the material and the spec gives the buyer a reason to send a drawing.
Negatives matter as much. Every trade has searches that look like yours and never buy: jobs, training, DIY, free CAD files. We block them from the first build and add more every month.
One account, two ways
Same budget, two structures. Invented examples, not benchmarks.
| Lumped | Per process or part | |
|---|---|---|
| Ad group | 'CNC machining' | 'wire EDM carbide punch', 'OEM part family bedknife' |
| Landing page | Homepage | The page for that process or part |
| Negatives | A handful | Jobs, DIY, education, free CAD |
| What you learn | Clicks and impressions | Which searches become RFQs |
Google Ads for manufacturers, by shop type
Examples with invented shops.
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Wire EDM job shop
Ad groups for carbide punches, die sections and small-hole EDM, each with its own page.
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Replacement-part maker
One ad group per OEM part family, landing on the part page with the cross-reference. The full story is Interlocked.
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Coatings shop
Ad groups by coating and substrate: electroless nickel on aluminum, PTFE coating on fasteners.
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Contract manufacturer
Ad groups by assembly type, landing on pages that show the quality system and the build.
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EMI shielding maker
Ad groups for board-level shields and conductive gaskets, each landing on its own page with the test data.
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Defense machine shop
An 'ITAR registered machine shop' ad group lands on the page that shows the registration and the quality system.
Questions about PPC for manufacturers
Is Google Ads worth it for a job shop?
Often, when buyers search for the work you want and you have a page that proves you do it. When work comes only through relationships, or the site is thin, fix the pages first.
How much should a manufacturer spend on Google Ads?
Start from the searches that match your work and what a won job is worth to you, then test small and widen behind proof. We walk through the math on the call. Ad spend is billed separately.
Do you still build SKAG campaigns?
Where it helps. We keep what made single-keyword ad groups work: one intent per ad group and a landing page that answers it. Close variants of one intent can share a group. Different jobs never do.
Can you run ads to our existing pages?
Where a page already proves the capability, yes. Where it doesn't, we build it first.
Do you need access to our account?
Yes. We need access to your Google Ads account to run your ads.
Get your account read
Send read access and the work you want more of. We'll show where the money goes now and which pages are missing.