Precision Tooling Manufacturer Cuts CPL by 62% With Paid Search Overhaul

​​​​

Challenge:

A U.S. based precision tooling manufacturer was struggling to generate qualified quote requests through Google Ads. Their cost per lead exceeded $200 and the majority of inquiries came from unqualified or B2C searchers. Campaigns were poorly structured, keyword targeting lacked intent filtering and landing pages failed to convert traffic effectively.

​

Solution:

​

We executed a full-funnel audit and overhaul of their Google Ads strategy, including:

• Campaign Restructure: Rebuilt the account to focus on high-intent B2B search terms tied directly to their core product categories (end mills, reamers, and saws).

• Keyword Targeting: Shifted budget away from broad or irrelevant terms and introduced tightly themed ad groups with bottom-of-funnel keywords.

• Ad Copy Optimization: Rewrote all ads to emphasize technical value, B2B use cases, and clear CTAs.

• Landing Page Redesign: Developed a streamlined, conversion-focused landing page with improved UX, clearer product benefits and a more compelling quote request flow.

​

Results:

In just a few months (without increasing ad spend) we delivered:

• +214% Increase in Conversion Rate

• +150% Increase in Quote Request Volume

• −62% Decrease in Cost Per Lead

 

This transformation not only cut wasted ad spend, but also ensured the sales team was fielding higher quality leads from decision-makers in their target industries. Through the leads generated via our paid search campaigns, the client was able to close a $50,000 deal at a 10x ROAS with several additional ops in their pipeline.