Business Challenge
The manufacturing brand operated in a niche industrial segment with limited search demand and highly specific product requirements. Most target buyers were procurement heads and technical decision-makers searching for application-based solutions rather than generic product terms. However, the existing PPC campaigns targeted broad keywords, resulting in high cost per click and low conversion efficiency.
In addition, generic lead forms failed to capture detailed enquiry information, leading to low-quality submissions and poor alignment with the sales team’s qualification process. Display campaigns lacked structured remarketing and failed to re-engage repeat visitors. The business required a performance-driven PPC system that could attract high-intent buyers, lower acquisition costs, and generate RFQ-based enquiries aligned with actual purchase readiness.
Objectives and Success Metrics
The primary objective was to convert PPC into a predictable and scalable RFQ acquisition channel.
- Increase qualified RFQ submissions from industrial buyers
- Reduce cost per qualified lead through precise targeting
- Improve relevance of enquiries for the sales team
- Optimize industrial product page conversions
RFQ Growth
Cost Efficiency
Conversion Optimization
Audience Re-Engagement
Objectives and Success Metrics
The primary objective was to convert PPC into a predictable and scalable RFQ acquisition channel.
- Increase qualified RFQ submissions from industrial buyers
- Reduce cost per qualified lead through precise targeting
- Improve relevance of enquiries for the sales team
- Optimize industrial product page conversions
RFQ Growth
Cost Efficiency
Conversion Optimization
Audience Re-Engagement
Strategic Approach
We restructured PPC from broad lead generation to a focused, bottom-of-funnel acquisition model aligned with procurement intent.
Application-Based Keyword Targeting
Shifted from generic industrial terms to product- and application-specific search queries with purchase intent.
BOFU Search Campaign Structure
Built search campaigns targeting ready-to-buy keywords such as “industrial [product] supplier India” and RFQ-driven queries.
Display Remarketing to Decision-Makers
Launched structured remarketing campaigns targeting repeat visitors and high-engagement users across relevant industry placements.
Implementation Highlights
- Conducted keyword mapping based on industrial applications and purchase-stage intent
- Built tightly themed ad groups focused on high-conversion BOFU terms
- Developed customized ad copy emphasizing specifications, compliance, and bulk supply capability
- Redesigned lead forms into structured RFQ formats capturing technical requirements
- Implemented display remarketing campaigns targeting site visitors and brochure downloaders
- Optimized industrial product pages for faster load time and clearer enquiry pathways
Implementation Highlights
- Conducted keyword mapping based on industrial applications and purchase-stage intent
- Built tightly themed ad groups focused on high-conversion BOFU terms
- Developed customized ad copy emphasizing specifications, compliance, and bulk supply capability
- Redesigned lead forms into structured RFQ formats capturing technical requirements
- Implemented display remarketing campaigns targeting site visitors and brochure downloaders
- Optimized industrial product pages for faster load time and clearer enquiry pathways
Challenges and Resolutions
Outcome
Challenge
Low search demand and high CPC for niche industrial terms.
Resolution
Focused campaigns on application-based and bottom-of-funnel keywords with clear procurement intent.
Result
28% reduction in cost per qualified lead while maintaining lead volume.
Outcome
Challenge
Generic lead forms producing unqualified and incomplete enquiries.
Resolution
Redesigned forms into RFQ-based structured submissions capturing specifications, quantity, and timelines.
Result
2X increase in qualified RFQ submissions and higher enquiry relevance for sales teams.
Outcome
Challenge
Missed opportunities from repeat website visitors.
Resolution
Implemented display remarketing campaigns targeting decision-makers and engaged users.
Result
3.5X growth in remarketing engagement and 41% improvement in product page conversion rate.
Results and Business Impact
Why This Worked
The strategy worked because PPC was aligned with industrial buying behavior rather than generic traffic acquisition.
- Intent-based targeting attracted procurement-ready audiences
- RFQ-focused forms improved enquiry qualification and sales efficiency
- Structured remarketing captured high-value repeat visitors
Scale Your Industrial Lead Pipeline
Why This Worked
The strategy worked because PPC was aligned with industrial buying behavior rather than generic traffic acquisition.
- Intent-based targeting attracted procurement-ready audiences
- RFQ-focused forms improved enquiry qualification and sales efficiency
- Structured remarketing captured high-value repeat visitors
Scale Your Industrial Lead Pipeline