Campaign architecture based on search intent, strict brand/non-brand separation and steering towards buyers, engineers and technical decision-makers.
Four weak points we find in almost every B2B account — and that prevent advertising budget from being turned into predictable leads.
Advertising budget flows out — but what comes back stays in the dark. Measurement ends at the click: what a qualified lead costs and which search terms trigger the decisive actions (CAD download, data sheet, enquiry) remains invisible.
Enquiries via your own brand name would have come in even without advertising, yet they flow into performance measurement undifferentiated. This flatters the numbers and obscures how much genuine new-customer potential the campaigns actually unlock.
The clicks come predominantly from private customers and non-specialist visitors instead of buyers, engineers and technical decision-makers. So the budget flows into the wrong target audience — the actual B2B demand remains unreached.
In B2B, weeks and multiple touchpoints lie between first contact and closing. Standard tracking does not map this journey and attributes success to the wrong channel — with false conclusions for budget steering.
What sets a specialised agency apart from a generalist: a five-phase system — from search intent to optimisation towards the real order value. Consistently designed for the B2B industry.
Segmenting the entire keyword set by purchase intent — before the first ad goes live.
The foundation before the start: every decisive action becomes measurable — from the first click to the order.
Structuring by search intent and funnel stage — so every campaign has a clear job.
Steering is based not on clicks but on purchase intent — down to the search-term level.
The final expansion stage: Google Ads optimises not for leads — but for revenue.
Long-standing expertise that shows in the numbers.
A complete rebuild by industry — with clean conversion tracking and clear steering towards qualified leads from medical technology and automotive.
View the full case study →These are the sectors into which we integrate our digital sales system — from machining to robotics: technical products, long buying processes and decision-makers who search for solutions via search queries.
“For a long time we got no usable results from Google Ads — tracking didn’t work, campaigns ran into the void. DÜRR E-Commerce rebuilt the foundation from scratch. For the first time we can see what Google Ads actually delivers.”
“We thought our account was running fine. Only with DÜRR E-Commerce did we realise how much potential we had left on the table. Today: fewer clicks from consumers, far more relevant leads. Our cost per qualified lead has improved significantly.”
“A large share of our leads used to come from irrelevant audiences. DÜRR E-Commerce focused the campaigns on planners, architects and commercial buyers. The quality changed immediately — our close rate makes it clearly visible.”
“For a long time we got no usable results from Google Ads — tracking didn’t work, campaigns ran into the void. DÜRR E-Commerce rebuilt the foundation from scratch. For the first time we can see what Google Ads actually delivers.”
“We thought our account was running fine. Only with DÜRR E-Commerce did we realise how much potential we had left on the table. Today: fewer clicks from consumers, far more relevant leads. Our cost per qualified lead has improved significantly.”
“A large share of our leads used to come from irrelevant audiences. DÜRR E-Commerce focused the campaigns on planners, architects and commercial buyers. The quality changed immediately — our close rate makes it clearly visible.”
“Campaigns rebuilt from the ground up — split by industry, with clean conversion tracking and clear steering toward qualified leads. Over 20% revenue growth in twelve months. We would never have managed that with our old setup.”
“Our old tracking counted practically every interaction as a conversion. DÜRR E-Commerce cleaned that up and switched to real leads. Suddenly we had clear CPL figures per division. Now we know where our budget really works.”
“Our customer journey is complex — weeks often pass from first click to purchase decision. The team understood that from the start and built a setup that maps this journey strategically. The result is measurable.”
“Campaigns rebuilt from the ground up — split by industry, with clean conversion tracking and clear steering toward qualified leads. Over 20% revenue growth in twelve months. We would never have managed that with our old setup.”
“Our old tracking counted practically every interaction as a conversion. DÜRR E-Commerce cleaned that up and switched to real leads. Suddenly we had clear CPL figures per division. Now we know where our budget really works.”
“Our customer journey is complex — weeks often pass from first click to purchase decision. The team understood that from the start and built a setup that maps this journey strategically. The result is measurable.”
From kickoff to continuous optimisation — a clear, repeatable process instead of lucky hits.
Calculate your target value for CPL, lead volume and budget — based on your margin and close rate. In two minutes, without signing up.
In our first call we determine whether and how we can help you. We then create an individual strategy for you, which we implement together in the next step.
What B2B decision-makers want to know before working with us. Your question not among them?
Ask it in your first call →We work exclusively with industrial and technology companies — nationally and internationally, from specialised mid-sized firms to established manufacturers. Typical for our clients: products that need explaining, long buying processes and an audience of buyers, engineers and technical decision-makers. If you need qualified leads you can plan around, you are in the right place. Just as clearly: for B2C business or pure image campaigns without a measurable lead goal, we are not the right agency — and we will tell you so in the first call.
Typically, industrial and technology companies come to us for three reasons:
1. You already invest in Google Ads every month, but lead quality or profitability is off — budget leaks into wasted reach, and no one can prove what the campaigns actually deliver.
2. You want to work long-term with a specialised agency instead of building SEA expertise in-house — to stay flexible, save fixed costs and move faster than with a single in-house hire.
3. You lack internal capacity for specialist areas such as conversion tracking and CRM integration, campaign architecture by search intent, or continuous, data-driven steering.
That depends on your starting point and scope. You have full measurability from day one after setup — every lead traceable down to the search-term level. First visible wins such as better lead quality or lower cost per lead often show within the first month. For metrics like incoming orders and revenue it takes three to six months, depending on the length of your sales cycle. We tell you both upfront — with concrete target values instead of vague promises.
Our model has two building blocks: a one-time setup at the start, in which we build the foundation (conversion tracking, campaign structure and measurement logic), and a fixed monthly retainer for ongoing management. Deliberately no percentage of ad spend: that would give us an incentive to push your spending up instead of your results. The exact amount depends on scope and goals — in the free account audit we clarify what makes sense for your situation.
Out of conviction: focus creates depth. For industry, Google Ads delivers the most purchase-ready stream of visitors there is — people actively searching for your offering in that exact moment. We master this one channel completely: every account structure, every new feature, every analysis. An agency offering ten channels cannot run any of them at this level — and that difference shows in your results.
You get access to the DÜRR Cockpit — a live dashboard where you can see all relevant metrics in real time at any moment: qualified leads, cost per lead, brand vs. non-brand share and the real order value. On top of that, we align in regular meetings on results and next steps. No PDF once a month, but full transparency around the clock — and a contact person who puts the numbers in context.
Because buying behaviour has fundamentally changed: B2B decision-makers now research on their own, compare anonymously and only get in touch once the shortlist is set. AI search reinforces this — it takes over the basic questions, while the purchase-near searches remain and become more valuable per click. Whoever is not present in that moment is on no shortlist. Google Ads is the most predictable way to be visible exactly there.
Both have their place — but in a clear order. SEO builds visibility over months to years and can hardly be steered predictably. Google Ads puts you in front of purchase-ready buyers immediately, with full control over search terms, budget and message — and cleanly measurable. For predictable lead generation, Google Ads is therefore the first lever; SEO complements it long-term. A side effect many underestimate: the search-term data from the campaigns shows you in black and white which SEO content is even worth creating.
Unlike most agencies, we are highly specialised: one channel, one target group. We work exclusively with industrial and technology companies — and exclusively with Google Ads. Our campaign structures, tracking setups, processes and benchmarks are tailored to exactly these companies — and continuously refined over more than seven years of B2B Google Ads practice. On top of that, our support model: a fixed retainer, one dedicated contact person with technical know-how — and live insight into your numbers, unvarnished.