B2B Equipment Marketing: audit and improvement of results in Google

Job Description:

The project involved a comprehensive audit and optimization of a Google Ads account for a company operating in the B2B segment of industrial equipment manufacturing. This is a complex topic with a narrow audience, a long decision-making cycle, and a high customer value, so the main goal was to improve traffic quality and reduce conversion costs.

Completed Work:
A full audit of the advertising account was conducted over a month of work. Campaign segmentation was implemented for clear distribution by product lines. The bidding strategy was changed to focus on conversions. The quality of ads was optimized (texts, extensions, relevance of keywords). Daily work was carried out with search queries — adding negative keywords and refining targeting. Conversion adjustments were made for more accurate tracking of results. Remarketing campaigns were created and launched to re-engage users.

We continue to work on optimization, with further segmentation and scaling planned.