B2B Google Ads + Meta Ads for welding tables: ROAS 9x

Prepared a case for comprehensive promotion of a B2B manufacturer of professional modular welding 3D tables D16 / D28 in Sweden and Finland.

Product:
— modular welding 3D tables;
— D16 / D28 systems;
— equipment and fixtures for metalworking industries.

Target audience:
— owners of metalworking workshops;
— production managers;
— production managers;
— chief engineers;
— professional welders who influence decisions within the company.

Average check: €3,200–€8,500.

Channels:
— Google Ads: Search + Shopping / Performance Max;
— Meta Ads: Facebook / Instagram for B2B reach.

Main task:

Build a B2B lead generation system for an expensive industrial product, where search demand is very narrow but has high intent.

Google Ads strategy:

Google Ads was used to capture hot B2B demand. Campaigns were separated for Sweden and Finland. For Sweden, traffic was directed to the Swedish landing page, and for Finland — to the Finnish one.

English was turned off because it brought more expensive B2C clicks from hobbyists without a real production budget.

The semantics were divided into:
— competitor keywords;
— commercial queries;
— problem-based queries around metal deformation, accuracy, and geometry.

A Shopping / PMax campaign was also launched with a product feed and visible prices. The price in the ads filtered out garage craftsmen and left more business audience.

Google Ads results:
— website conversion to lead / request for quote: 4.2%;
— CPL: €45;
— 70% of leads were qualified by the sales department.

Meta Ads strategy:

Meta Ads was used for bottom-up B2B influence. In such products, the final decision is often made by the owner or production manager, but the initiator can be a welder or workshop master.

Creatives were built around technical welding content:
— video timelapse of frame assembly on a 3D table;
— demonstration of fixtures and clamps;
— contrast between a makeshift work surface and a professional modular table.

Ads led to a quiz / configurator:

"Calculate the cost of the table for your tasks in 4 steps."

In the quiz, the following was clarified:
— dimensions of the products;
— thickness of the metal;
— D16 or D28 system;
— country and city of delivery;
— working email and phone of the company.

Meta Ads results:
— CPL: €28;
— leads cheaper than in Google;
— some applications came through bottom-up mechanics: welders saw the ads, forwarded them to work chats, or showed them to the owner / production manager.

B2B nuances of Scandinavia:

For Sweden and Finland, delivery and trust were critically important. After adding a delivery calculator via DHL Freight / DSV to industrial zones, website conversion increased by 25%.

Trust blocks were also added:
— ISO certificates;
— information about European steel;
— warranty;
— durability;
— local service;
— technical specifications.

Overall results over 6 months:

— total budget: €18,000;
— leads / price requests received: 480;
— deals closed: 34;
— total revenue: €163,200;
— ROAS: approximately 9x.

Financial math:

€163,200 revenue / €18,000 advertising budget = ROAS 9.06x.

Every €1 of advertising budget brought approximately €9 in revenue.

Main conclusion:

In B2B with an expensive industrial product, one cannot rely solely on one channel. Google Ads captures hot demand, but it is limited. Meta Ads creates bottom-up influence and helps reach people who can initiate a purchase within the company.

Key linkage:

localized Google Search + Shopping → Meta Reels for technical interest → quiz-configurator → SQL → sale.