How industrial companies win predictable qualified leads and real revenue with specialised Google Ads campaigns — instead of counting clicks.
100% focus on Google Ads for the B2B industry — every account managed directly by an experienced SEA manager specialised in your business case.
About the client: Priomold GmbH is a specialist in plastic injection moulding and delivers prototypes and small series in a short time — for demanding industries from medical technology to automotive.
Starting point: Broad injection moulding keywords mainly attracted private enquiries, and measurement ended at the click — no one knew which search term brought real project leads from medical technology or automotive.
Our approach: Complete account rebuild by search intent and target industries, strict brand/non-brand separation and full-funnel tracking on CAD downloads and quote requests. Since then, bid steering has learned on qualified leads instead of clicks.
About the client: RK Rose+Krieger GmbH is an established manufacturer of linear technology, profile and connection technology — with a broad product range for machine and plant engineering.
Starting point: Conversion tracking was opaque: all touchpoints ran as primary conversions — a CPL measurement was impossible. On top of that, Performance Max spread broadly and mainly attracted B2C traffic on smartphones.
Our approach: Reorganisation of the conversion logic: qualified leads as the primary goal, important journey signals such as file downloads cleanly as secondary conversions. Plus a granular Search setup per product division instead of scattered PMax — only this made costs per division steerable in the first place.
About the client: HE.WAL Metallprodukte GmbH & Co. KG has been a system supplier for extruded aluminium profiles for over 30 years — from mechanical machining to the ready-to-install assembly, with its own manufacturing plants.
Starting point: HE.WAL wanted to build a digital sales channel for the first time — with a catch: anyone who googles "aluminium profile" is usually a DIY enthusiast. The buyers for series machining and assemblies search quite differently, and those were exactly the ones to reach.
Our approach: Search intent mapping along the procurement process: drawing parts, series and assembly terms prioritised, DIY searches excluded from the start, technical vocabulary as a qualification filter in the ads — and tracking on quote requests instead of page visits.
About the client: Prioadd GmbH manufactures additively produced components for industrial applications — from the functional prototype to the small series in professional 3D printing.
Starting point: Prioadd wanted to build a digital sales channel — new territory, and that in one of the most B2C-infested niches of all: 3D printing search terms are mainly googled by makers and hobbyists. Without consistent filtering, the budget would have run past the target group.
Our approach: Build-up from the ground up by commercial search intent: industrial use cases, small series and functional parts prioritised, consumer-related searches blocked from day one via a maintained exclusion library, ads in the language of technical buyers — and full measurability from the first click.
About the client: GIRO GmbH is a manufacturer of gratings for industrial and construction projects — from the standard range to project-specific custom fabrication.
Starting point: The campaigns ran exclusively on brand traffic — that is, on people who already knew GIRO. New customer acquisition via search did not take place, because a cold-search setup did not exist. And: gratings are also searched for by the private builder.
Our approach: Build-up of a granular cold-search setup per product division — with consistent filtering of private searches, project-specific search intent and alignment to planners, architects and commercial buyers.
About the client: Gastroteileshop is a specialised B2B online shop for spare parts of commercial kitchen technology — with thousands of items for commercial kitchens, service and maintenance.
Starting point: Thousands of items, ongoing Shopping campaigns — steered on revenue. The problem: revenue is not profit. Low-margin products ate up advertising budget that was missing on high-margin ones.
Our approach: Product feed optimisation as the foundation, then a rebuild of Google Shopping and Performance Max by margin logic: product groups structured by contribution margin, bids aligned to profitability per order instead of order volume.
About the client: Sensaru GmbH is a technology company from Karlsruhe: AI-supported sensor technology with which the housing industry digitises its heating systems and reduces energy costs.
Starting point: An innovative tech product that no one yet searches for literally — and the matching problem keywords ("reduce heating costs") are also googled by thousands of private homeowners. Classic campaigns would have burned the budget past the target group.
Our approach: Google Ads built as a channel that unlocks demand for a new topic: search intent of the housing industry worked out, private searches consistently filtered, ads tailored to portfolio managers — conversion goal: qualified demo requests.
* Rounded values from ongoing client projects.
“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 the first call to a long-standing partnership.
Request a free account audit or write to us via the form. The more detailed your information, the more precisely we prepare the conversation.
30 minutes, directly with the management: we clarify your goals, your current setup and whether we are a good fit. Not a sales pitch, but an honest assessment.
We examine your Google Ads account in a structured, data-based way: where does budget leak away, where is unused potential? You receive a clear, transparent assessment.
Based on the audit, we develop a strategy tailored to your company, your margins and your goals — with clear, measurable KPIs.
We set the setup live, steer against the real order value and coordinate regularly — as a proactive growth partner for the long term.
What B2B decision-makers want to know before working together. Your question is not among them?
Ask it in the 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.
In the free account audit we show concretely where potential lies in your campaigns — with no obligation and directly with the management.
Request a free account audit →
