Artinox is a supplier of stainless steel technical equipment for industrial enterprises and manufacturing facilities. Google Ads had never been launched before, making this the company’s first experience with paid search.
Solution
The initial objective was to quickly bring Artinox into the Google Ads ecosystem, launch the first campaigns to collect data, generate initial leads, and move toward structured optimization.
In B2B—especially in the technical equipment niche—the focus is not on click volume but on traffic quality. The sales cycle is long, product value is high, and impulse decisions are rare. Therefore, the approach had to be highly structured.
Workflow
Infrastructure Setup
Before launching ads, a complete analytics framework was established:
-
Google Ads account setup;
-
Integration with Google Tag Manager;
-
Google Analytics configuration;
-
Search Console integration.
Accurate data is the foundation for control and scaling. The goal was to analyze not just clicks, but user behavior, session quality, and conversion paths.
Conversion Tracking
Precise lead tracking was implemented on the website. This allowed identification of which campaigns and keywords generated actual leads.
As a result, we were able to:
-
calculate real cost per lead;
-
make data-driven decisions;
-
quickly disable underperforming segments.
For a first launch, moving quickly from testing to controlled optimization is critical.
Keyword Research and Campaign Structure
After detailed keyword research and clustering, the structure was divided into two campaigns.
1. Core Campaign
Included highly relevant, high-intent commercial keywords.
For this campaign:
-
the main budget was allocated;
-
higher bids were set;
-
focus was placed on winning auctions for the most valuable queries.
If a user searches for specific stainless steel equipment, the company must appear at the top.
2. Supporting Campaign
Included broader, less precise but potentially valuable queries.
For this campaign:
-
lower bids;
-
limited budget;
-
testing of a wider keyword pool.
This approach enabled hypothesis testing without risking the main budget, discovering new growth opportunities, and transferring high-performing queries into the core campaign.
Launch and Optimization
After launch, continuous optimization included:
-
expanding keyword coverage;
-
adding negative keywords;
-
bid adjustments;
-
analyzing lead quality and cost.
Special attention was paid to filtering out irrelevant informational traffic common in industrial niches.
Key Project Principle
-
First — infrastructure and accurate analytics.
-
Then — structured keyword strategy and budget allocation.
-
Next — ongoing optimization based on real data.
In B2B, success comes from systematic work, performance control, and disciplined optimization. This approach transformed a first-time launch with no historical data into a scalable and manageable acquisition channel.
Today, Artinox has not just active advertising campaigns, but a solid foundation for sustainable lead growth without chaotic budget spending.
