The first 30 days
We audit search terms to separate new-business, parts and support intent, rebuild ad groups by product family and application, and set up click ID capture so leads can be matched to distributor and direct deals.
Google Ads for industrial technology and manufacturing companies
In short
PlanConversion, a Montreal-based B2B demand and revenue generation agency, runs Google Ads for industrial technology and manufacturing companies. Engineers search for specifications, standards and applications, and many industrial searches come from existing customers looking for parts or support.
We separate buying searches from support and parts traffic, build campaigns around applications and standards, and track demand that closes through distributors. Programs are measured on qualified leads, opportunities and pipeline value from the CRM. Client work in this industry includes ABB Canada.
Last updated
Trusted by enterprise B2B teams
Founder’s in-house leadership as Director of Revenue Growth
Our point of view
What works in industrial technology and manufacturing
Engineers search for specifications, standards and applications, and many industrial searches come from existing customers looking for parts or support. We separate buying searches from support and parts traffic, build campaigns around applications and standards, and track demand that closes through distributors.
Avoid this
The most common mistake
Letting existing customers searching for part numbers, manuals and support absorb new-business budget, then reporting those clicks as demand generation.
Plays
What we run for industrial technology and manufacturing teams
Specification-intent campaigns
Ad groups by product family, standard and application.
Support and parts exclusions
Negatives and separate routing for existing customers.
Partner-aware conversions
Offline imports that credit distributor-closed deals.
The first month
How we start
Leading indicator to watch
Share of spend on new-business searches, and qualified opportunities per product family.
How the program runs
Management starts with a two-week audit of structure, search terms and conversion tracking. Weekly reviews then clean search terms and move budget by sales outcomes, and campaigns move to value-based bidding once the CRM sends enough qualified conversions back to Google. The full Google Ads service page lists every deliverable.
Who we reach
The buying committee
- Design and project engineers
- Plant and operations leaders
- Electrical contractors and distributors
- Procurement and sourcing
Demand flows through partners
Distributors and contractors close many deals, so direct attribution undercounts marketing.
Technical buyers research alone
Engineers compare specifications long before they talk to sales.
Many products, many segments
Large catalogues need clear priorities by segment, region and margin.
Official Demandbase partner
Demandbase programsWe implement and run Demandbase for enterprise ABM
As an official Demandbase partner we operate the platform end to end, connect it to your CRM and report on pipeline, not impressions.
Proof
Results from comparable programs
Anonymized / Enterprise software42% more qualified pipeline in six months for an enterprise software company42%lift in qualified pipeline within 6 months$40M+pipeline influenced by the engagement3xSQL volume from paid channelsRead the case study →KNIME / Data analytics softwareKNIME case study: 51% lower cost per lead with paid media accountable to pipeline51%lower cost per lead, with lead volume holding steady9 in 10leads meeting the client quality standard, verified in the CRM77%of qualified search leads from purpose-built landing pagesRead the case study →Worked example / Enterprise B2B technologyFrom paid spend to revenue: $600K of media, $7.2M of attributed pipeline12:1pipeline-to-spend$7.2Mmarketing-sourced pipeline attributed through to the CRM$1.9Mclosed-won revenue in period, fully attributedRead the case study →
PlanConversion went beyond flagging a misfiring tracking tag. They brought the fix and a forward-looking testing plan to keep our tracking reliable.
Pipeline quality and win rates improved within a quarter. We finally had one connected demand engine with shared metrics.
Recommendations
What senior leaders say about our founder, Hojabr Sattari
Recommendations for our founder, written by executives, peers and team members on LinkedIn. Read all 14 recommendations
Babak VarjavandiCEOManaged Hojabr directlyI am delighted to recommend Hojabr, who I worked with when he was our Sr. Manager of Marketing. Because of him we had a remarkable increase in our web presence, thanks to his expertise in digital marketing. As the CEO, I’ve closely observed Hojabr’s positive impact on our team. He encourages creativity and innovation, making him not only a great leader but also a catalyst for our success.
Amanda MillerGlobal Revenue Marketing Executive and Growth StrategistManaged Hojabr directlyWorking with Hojabr has been nothing short of inspiring. As Director of Digital Strategy & Experience, he has revolutionized our digital presence, transforming our website into a customer-centric, high-performing platform that delivers measurable business impact. Hojabr’s no-nonsense approach, combined with his relentless drive to achieve results, sets him apart as a true leader who gets things done, fast and effectively. His ability to tackle complex challenges, like integrating SEO in-house and resolving large-scale technical issues, reflects his strategic mindset and unwavering commitment to excellence.
What truly makes Hojabr exceptional is his leadership. He has not only elevated his own team, unlocking potential and delivering performance I’ve never seen before, but has also mentored across the marketing organization, raising the bar for everyone he works with. His sharp focus on delivering value, both from internal teams and external agencies, ensures that every dollar spent drives meaningful outcomes. Hojabr’s cross-functional collaboration and experimental, data-driven approach are driving results that impact the entire company, and his work is a cornerstone of our digital and revenue success.
If you’re looking for someone who combines vision, execution, and the ability to lead others to greatness, Hojabr is the person you want on your team. I’m proud to work alongside him and excited to see the incredible impact he will continue to make.
Recommendations written on LinkedIn about our founder, Hojabr Sattari, mostly from his previous in-house leadership roles. Lightly edited for punctuation and to remove company names. Titles are each person’s current LinkedIn headline. They describe Hojabr’s work, not specific PlanConversion client engagements. View on LinkedIn
Keep exploring
Related pages
ServiceThe full Google Ads serviceScope, deliverables, pricing and how the program runs.IndustryOverview: Industrial technology and manufacturingBuyers, channels and compliance notes for this industry.BenchmarkGoogle Ads benchmarks for B2BSourced 2026 figures and what we would do about them.By cityGoogle Ads in ChicagoB2B Google Ads agency in Chicago: high-intent search, CRM-connected conversions and value-based bidding, measured on qualified pipeline. Fees from 10% of spend.By cityGoogle Ads in MontrealB2B Google Ads management in Montreal: high-intent search in English and French, HubSpot and Salesforce integration, and bidding on qualified pipeline.By cityGoogle Ads in TorontoB2B Google Ads for Toronto SaaS, fintech and enterprise teams: intent-separated campaigns, CRM-connected conversions and bidding on pipeline, not form fills.Same industryABM for industrial technology and manufacturingABM for industrial technology and manufacturing companies: segment ABM by application, site-level buying groups, distributor coordination, measured on engaged accounts, meetings, opportunities and pipeline by account.Same industryLinkedIn Ads for industrial technology and manufacturingLinkedIn Ads for industrial technology and manufacturing companies: function and skill targeting, technical document ads, segment retargeting, measured on engaged accounts, meetings and pipeline.Same industryGEO for industrial technology and manufacturingGEO for industrial technology and manufacturing companies: application answer pages, standards and certifications, distributor listing alignment, measured on share of AI answers, citations and AI-referred pipeline.
Other industries data and analytics software · enterprise SaaS · financial technology · healthcare technology · logistics and distribution · educational technology · cybersecurity · AI and machine learning · marketing technology and analytics
FAQ
Google Ads for industrial technology and manufacturing
What does Google Ads for industrial technology and manufacturing companies involve?
Engineers search for specifications, standards and applications, and many industrial searches come from existing customers looking for parts or support. We separate buying searches from support and parts traffic, build campaigns around applications and standards, and track demand that closes through distributors. The core plays are specification-intent campaigns, support and parts exclusions, partner-aware conversions.
Who do you reach with Google Ads in industrial technology and manufacturing?
The roles that shape the decision: design and project engineers, plant and operations leaders, electrical contractors and distributors, procurement and sourcing.
What is the most common Google Ads mistake in industrial technology and manufacturing?
Letting existing customers searching for part numbers, manuals and support absorb new-business budget, then reporting those clicks as demand generation.
How is Google Ads for industrial technology and manufacturing measured?
On qualified leads, opportunities and pipeline value from the CRM, reported from your CRM. The leading indicator we watch first: share of spend on new-business searches, and qualified opportunities per product family.
How much does Google Ads for industrial technology and manufacturing companies cost?
Paid media management is 15% of monthly ad spend up to $50K, 12% from $50K to $200K and 10% above $200K, with the monthly minimum and setup confirmed in your proposal and no media markup. Fees are in USD; Canadian clients pay the same amounts in CAD. Ad spend is paid by you directly to the platform.