How Manufacturers Can Boost Sales with PPC

Pay-per-click (PPC) advertising is a popular digital marketing strategy that allows advertisers to serve ads to very specific online audiences.

When approached correctly, PPC for manufacturers can help your company establish a strong online presence and generate high-quality leads. We’ll introduce you to the basics of PPC for industrial companies and manufacturers, as well as several key strategies for getting started.

What Is Manufacturing Pay-Per-Click Advertising?

The odds are high that you’re already familiar with PPC advertising, whether you realize it or not. You know how you often come across ads on Google search engine results pages (SERPs), on social media sites, or even on YouTube? Those are PPC ads in action.

Given your industry, it’s no accident that you likely see manufacturing ads pop up on your screen from time to time. That's because PPC ads target people based on the type of keywords they use when searching online. PPC advertisers actually bid on different keywords to determine whose ad gets to appear when someone types them in.

The beauty of integrating PPC manufacturing ads into your overall marketing strategy is you only have to pay for ad space each time someone actually clicks on your ad. Hence, the telltale name, pay-per-click.

PPC in Manufacturing Industry: How It Works 

PPC gives manufacturers fast visibility in front of high-intent buyers, even in highly competitive or niche markets. It's also scalable. You can start small, test messaging or markets, and invest more in what works. When paired with SEO and content marketing, PPC can fill the gaps and drive immediate lead generation while organic strategies build over time.

• Keyword Targeting: You bid on keywords relevant to your products or services. For example, a company manufacturing CNC parts might target searches like “CNC machining services near me” or “custom aluminum parts.”
• Ad Placement: Your ads appear at the top of search results or in targeted display placements, often ahead of organic listings—ideal for grabbing attention from buyers with high intent.
• Audience Targeting: You can narrow your audience by job title, industry, company size, location, or even past website visits. This is especially useful in B2B manufacturing, where decision-makers are a niche group.
• Lead Capture: Ads link to landing pages designed to convert, such as quote request forms, product demos, or downloadable catalogs. Clear CTAs (calls to action) drive users to take the next step.

• Performance Tracking: PPC platforms like Google Ads or LinkedIn Ads offer detailed analytics so you can track which ads are generating clicks, conversions, and ROI. You can optimize campaigns over time to reduce cost-per-lead and boost effectiveness.

Benefits of Google Ads for Manufacturing Companies

While also commonly used in social media marketing strategies, the most popular PPC advertising forum by far is Google Ads. It’s easy to understand why when you consider that the platform is capable of getting your manufacturing ads in front of over 90% of global internet users.

But when you set up visibility with Google Ads, the perks don't end there. Some studies have found that Google PPC ads can also have an ROI of up to 200%. Some of the other benefits of Google Ads for manufacturers include:

• Increased visibility and product awareness
• Ability to generate quality leads from highly targeted audiences
• Flexible budgeting options
• Trackable performance insights
• Faster results than marketing tactics like SEO

How to Use PPC for Manufacturers

Whether you’re interested in using PPC for manufacturing marketing or as part of your overall sales strategy, there are a few strategies you'll need to understand. Here’s a breakdown of the process involved in setting up the average PPC industrial campaign.

Understand Your Audience and Goals

To map out a solid PPC manufacturing campaign, you need to begin by clearly defining who you want to reach and what you want to accomplish. For example, do you want to promote a new product to individual consumers?

Or do you want to generate leads from other companies in relevant industries? Understanding your goals and creating a specific buyer persona can be among the most helpful and essential PPC strategies.

Choose the Right Platforms and Ad Types

Your ideal target audience and goals will provide valuable hints when it comes to selecting the right channels for your manufacturing ads. For instance, you might choose to serve Google ads for manufacturers on Google search engine results pages (SERPS) or industry platforms with a strong B2B audience.

If you’re more interested in focusing on individual consumers, then you might lean more toward the most popular social media networks among your audience. You’ll also want to decide which type of ad campaign is best suited to your goals. Google Ads alone offers a wide variety of ad formatting options. You can choose from search campaigns, text or image-based ads, or even YouTube video ads.

Create Your Ads

When it's time to create your ads, you’ll want to familiarize yourself with the best practices for creating compelling PPC ad copy. But it’s worth keeping in mind that this is where a  good manufacturing marketing agency or freelance copywriter can be worth their weight in gold.

Creating an ad that people will actually click on can be a deceptively tricky task. Not to mention one that can make or break the success of your campaign. Here are a few general tips to keep in mind:

• Focus on what sets your products and service apart from the competition
• Emphasize the unique solutions you offer
• Include a strong call to action (CTA) that tells the viewer what you want them to do next (“down our free brochure,” “schedule a consultation,” etc.)

Identify the Right Keywords

Remember, your ads are only going to appear to people who search for certain keywords. That’s why selecting the right ones is essential. Luckily, Google has a free tool called Keyword Planner that can be a big help.

You can also choose from certain keyword match options, such as:

• Broad Match: Serves ads to any searches that broadly relate to your keyword or phrase

• Phrase Match: Serves ads to searches with the same meaning as your keywords

• Exact Match: Only serves ads to searches for your exact keywords

Select the Right Landing Pages

Each time a viewer clicks your ad, they’ll be redirected to a new landing page. Choosing the right one can be one of the most essential PPC strategies for success.

Generally speaking, you won’t want to send a clicker to your website’s homepage. You’ll usually have better luck with conversion-optimized landing pages that make answering your CTA as easy as possible.

Choose the Best Bidding Strategy for Your Budget

To get your campaign up and running, you’ll need to determine your budget and choose from one of several bidding strategies. For instance, Google Ads offers bidding strategies designed to help you meet certain goals, such as boosting conversions, clicks, or visibility.

If you’re just getting started, you might want to start with an automated bidding strategy. This AI-fueled option will use your budget to auto-bid on the keywords most likely to result in success.

Are PPC Ads for Manufacturers Effective?

A well-planned PPC manufacturing campaign can produce exceptional results. The trick is that executing one also requires a great deal of research and planning. Much like any other digital marketing strategy, PPC for industrial companies also involves its fair share of analysis and optimization.

Working with PPC manufacturing professionals (or putting in the effort to become one yourself) can definitely boost your odds of success. If you’re interested in learning more, get started with this free paid search advertising lesson from HubSpot Academy.

Types of PPC Ads for Manufacturing Companies 

Manufacturing companies can benefit from several types of PPC (pay-per-click) ads, each tailored to different goals like lead generation, brand visibility, or product promotion. Here are the main types of PPC ads manufacturers can use:

Search Ads

These are text-based ads that appear at the top of search engine results when someone types in relevant keywords (e.g., “industrial packaging suppliers” or “custom CNC machining”). They’re great for capturing high-intent leads actively looking for specific manufacturing solutions.

Display Ads

Display ads are visual banners that appear on websites across the Google Display Network. They’re ideal for brand awareness and retargeting visitors who’ve been to your site. For manufacturers, these can feature product images, certifications, or promotions to stay top-of-mind with potential buyers.

Remarketing Ads

Remarketing (or retargeting) ads show your ads to users who have previously visited your website but didn’t convert. These are particularly effective for manufacturers with long B2B buying cycles, as they help re-engage decision-makers over time.

Shopping Ads

If you manufacture and sell physical products online (like parts, tools, or equipment), Google Shopping Ads display your products with images, pricing, and ratings directly in search results. These are powerful for driving high-quality traffic to product pages.

LinkedIn Ads

LinkedIn Ads are especially valuable for B2B manufacturers targeting specific industries, job titles, or companies. You can promote white papers, product demos, or trade show invites directly to decision-makers, engineers, or procurement teams.

Video Ads (YouTube)

YouTube video ads are great for showcasing your manufacturing capabilities, facility tours, or product demonstrations. They help build trust and authority and can be targeted to specific industries or geographic regions.

Programmatic Ads

Programmatic advertising uses AI to automatically buy and place ads in front of the right audience across thousands of sites. It’s useful for large-scale brand awareness or targeted account-based marketing (ABM) campaigns in manufacturing.

Choosing the Right PPC Platforms for Manufacturers

Choosing the right PPC platforms for a manufacturing business requires understanding your target audience, marketing goals, and budget. 

For B2B manufacturers, Google Ads is often the first choice due to its vast reach and ability to target high-intent search queries. Search ads on Google allow you to capture prospects actively looking for specific manufacturing solutions, such as custom parts, industrial equipment, or supply chain services. 

Additionally, LinkedIn Ads can be highly effective for targeting professionals in industries related to your products, such as engineers, procurement officers, or business decision-makers. With LinkedIn's precise targeting capabilities, manufacturers can reach specific job titles, companies, and industries, making it a great platform for building relationships and generating qualified leads.

For manufacturers looking to increase brand awareness or engage a broader audience, Google Display Ads and YouTube Video Ads offer excellent opportunities. 

Display ads can appear on thousands of websites, helping to raise visibility and re-engage visitors who have interacted with your site previously. Video ads on YouTube are particularly effective for showcasing your products, processes, and case studies, allowing you to build trust and authority in your niche. 

Programmatic ads, which use artificial intelligence to automatically place ads across various sites, can also be useful for large-scale campaigns and more efficient targeting. 

Ultimately, the best PPC platforms for your manufacturing business depend on your specific marketing objectives—whether you’re driving direct sales, building brand awareness, or targeting niche B2B decision-makers.

How To Set Up A PPC Campaign On Google Ads

With these steps, you’ll have a structured PPC campaign running on Google Ads that drives traffic and potentially generates valuable leads for your manufacturing business.

1. Create a Google Ads Account: If you don't already have one, go to the Google Ads website and sign up with your Google account.
2. Set Your Campaign Goals: Choose your campaign goal, such as driving website traffic, generating leads, or increasing sales. Google will then tailor the campaign setup to help achieve that goal.
3. Select Your Campaign Type: For most manufacturers, search ads are ideal. Select the "Search" campaign type to target users actively searching for your products or services.
4. Choose Keywords: Use Google’s Keyword Planner tool to identify relevant keywords for your business. Select keywords that are specific to your manufacturing products or services and align with what your target audience is searching for.
5. Set Your Budget and Bidding Strategy: Decide how much you want to spend daily and choose a bidding strategy, such as "Maximize Conversions" or "Manual CPC" (cost-per-click).
6. Write Your Ad Copy: Create compelling ad headlines and descriptions that match the keywords you’ve chosen. Highlight key selling points like product benefits, pricing, or special offers.
7. Target Your Audience: Set targeting options such as location, device, language, and schedule to ensure your ads reach the right audience at the right time.
8. Launch Your Campaign: Once you've reviewed your settings and are satisfied with your ads, launch the campaign. Monitor its performance regularly to adjust bids, keywords, and ad copy for better results.

Finding the Right Keywords for Your PPC Campaigns 

Finding the right keywords for your PPC campaigns is crucial to reaching your target audience and optimizing your budget. Here are some effective tips for selecting the best keywords for your manufacturing business:

• Use Google Keyword Planner: Start by using Google’s Keyword Planner tool to discover keyword ideas related to your products or services. It can provide valuable insights into search volume, competition, and cost-per-click estimates, helping you identify the most effective keywords to target.
• Focus on Long-Tail Keywords: Long-tail keywords (specific, multi-word phrases) tend to have lower competition and higher intent. For example, instead of targeting a broad term like “manufacturing services,” focus on something more specific like “custom CNC machining services for aerospace.”
• Consider Search Intent: Think about the search intent behind the keywords. Are users looking for information (informational intent), products to buy (transactional intent), or solutions to a problem (navigational intent)? Prioritize keywords that align with the type of action you want users to take.
• Analyze Competitor Keywords: Check which keywords your competitors are ranking for using tools like SEMrush or Ahrefs. This can give you valuable insights into what’s working in your industry and help you discover new keyword opportunities you might have missed.
• Use Negative Keywords: To save your budget and avoid irrelevant clicks, identify negative keywords that you don’t want to target. For instance, if you’re a B2B manufacturer, you might exclude terms like “cheap” or “DIY,” which don’t align with your target audience.
• Include Industry-Specific Terms: Manufacturers often serve niche markets with specialized products. Incorporating industry-specific terminology, product specifications, or technical jargon into your keywords can help you reach a more qualified audience looking for specialized products.
• Leverage Location-Based Keywords: If you serve a specific geographic region, add location-based keywords to target local customers. For example, “metal fabrication services in Chicago” will help you attract customers near your business location.
• Monitor and Refine Keywords Regularly: After your campaign is live, continually monitor keyword performance. Identify which keywords are driving the most conversions and optimize accordingly by adjusting bids, pausing underperforming keywords, or adding new high-performing ones.

By carefully selecting and refining your keywords, you can enhance your PPC campaigns, attract high-quality leads, and maximize your return on investment.

PPC Terms Every Manufacturer Must Know 

Familiarizing yourself with these terms will help you better understand how PPC works and ensure more effective campaign management for your manufacturing business.

• Ad Extensions: Additional information that appears with your ad (such as location, phone number, or site links) to enhance visibility and click-through rates.
• Ad Rank: A value that determines the position of your ad in search results, influenced by your bid, Quality Score, and the competitiveness of your keywords.
• Bidding Strategy: The approach used to determine how much you're willing to pay for clicks or conversions, e.g., manual or automated bidding.
• CPC (Cost-per-Click): The amount you pay each time someone clicks on your ad.
• Conversion: The desired action a user takes after clicking your ad, such as making a purchase or requesting a quote.
• CTR (Click-Through Rate): The percentage of people who click your ad after seeing it, calculated as clicks divided by impressions.
• Impressions: The number of times your ad is shown to users, whether clicked or not.
• Keywords: Words or phrases that trigger your ad to appear in search results based on user queries.
• Landing Page: The specific webpage where users are directed after clicking your ad. It should be relevant to the ad and encourage conversions.
• Negative Keywords: Keywords you exclude from targeting to avoid showing ads for irrelevant searches.
• Remarketing: Showing ads to people who have previously visited your website but didn’t convert, keeping your brand top-of-mind.
• Quality Score: Google’s rating of the relevance and quality of your ads, keywords, and landing pages, which affects your ad ranking and CPC.
• ROI (Return on Investment): A measure of the profitability of your PPC campaign, calculated as the revenue generated divided by the campaign cost.
• Target Audience: The specific group of users you aim to reach with your ads based on factors like demographics, interests, and behavior.
• Display Network: A group of websites, apps, and videos where Google Ads can appear, in addition to search results, helping to build brand awareness.

Costs of Pay-Per-Click (PPC) for Manufacturers 

The average costs of Pay-Per-Click (PPC) for manufacturers can vary widely based on several factors, including the industry, target audience, competition, and chosen keywords. 

Here’s a general breakdown of the costs you can expect.

The average CPC for manufacturing-related keywords typically ranges from $2 to $8. However, more competitive industries (like industrial equipment or custom parts) can see higher CPCs, sometimes $10 or more per click.

For B2B manufacturing businesses targeting other companies (like industrial machinery or CNC parts), CPCs tend to be on the higher end of the spectrum. These can range from $5 to $15 or more, depending on the keyword competitiveness.

If you’re targeting consumers directly (such as selling custom products or consumer goods), the CPC may be lower, usually between $2 to $6. However, it can also spike for more niche products or highly sought-after goods.

The cost can also increase based on the geographic location you’re targeting. For instance, targeting high-competition areas like major cities or regions with more businesses in your industry may lead to higher CPC rates.

The higher your Quality Score (based on the relevance of your ad copy, landing page, and keywords), the lower your CPC. Well-targeted ads with high-quality content can reduce costs significantly by improving ad position without increasing the bid amount.

In the end, manufacturers typically spend anywhere from $500 to $10,000+ per month on PPC campaigns, depending on their goals, product offerings, and the competitiveness of their industry. Larger businesses or those in highly competitive markets might allocate even more.

To get the best value for your PPC campaign, manufacturers should focus on targeting high-intent keywords, continuously optimizing their campaigns, and tracking conversion rates to ensure their advertising spend is generating a positive return on investment (ROI).

10+ Proven Manufacturing PPC Strategies to Boost Your Sales 

By using these proven PPC strategies, manufacturers can not only improve visibility but also drive qualified traffic and increase sales. Effective targeting, optimized ads, and strategic bid management are essential to achieving high returns on investment.

1. Target Long-Tail Keywords

Focus on specific, niche long-tail keywords that reflect your specialized manufacturing services (e.g., "custom aluminum CNC machining" or "high-precision industrial parts"). These keywords often have lower competition and higher conversion rates, attracting more qualified leads.

2. Use Negative Keywords

Add negative keywords to filter out irrelevant clicks and reduce wasted ad spend. For example, if you don’t offer "cheap" products, exclude "affordable" or "budget" as negative keywords, ensuring you only attract high-value prospects.

3. Segment Campaigns by Product Categories

Create separate campaigns for each product category or service you offer. This enables you to tailor ad copy, keywords, and bidding strategies specifically to each segment, improving relevance and performance.

4. Leverage Remarketing Ads

Implement remarketing strategies to re-engage website visitors who didn’t convert the first time. Remarketing ads help keep your brand in front of potential customers, increasing the chances of conversion after multiple touchpoints.

5. Use Ad Extensions

Take advantage of ad extensions (e.g., site links, call extensions, and location extensions) to provide additional information and improve ad visibility. This not only helps increase CTR (click-through rate) but also enhances the overall user experience.

6. Implement Geotargeting

Target ads to specific geographic locations where your ideal customers are based. For manufacturers with regional, national, or international markets, geotargeting ensures that your ads reach the right audience in the most relevant locations.

7. Optimize for Mobile Devices

Ensure your PPC ads are mobile-optimized. Many decision-makers in manufacturing search for products and services on mobile devices. A seamless mobile experience can increase conversions and improve your overall campaign performance.

8. Focus on Conversion Tracking and Analytics

Set up proper conversion tracking and regularly analyze your PPC performance using tools like Google Analytics. By understanding what keywords, ads, and landing pages are driving the most conversions, you can make data-driven adjustments to optimize your campaigns.

9. Create Compelling Ad Copy

Write clear, action-driven ad copy that directly addresses your target audience’s needs. Highlight your unique selling points (USPs) and use strong calls-to-action (CTAs) like "Request a Quote" or "Get Your Free Consultation" to drive engagement.

10. Optimize Landing Pages for Conversions

Make sure your landing pages are optimized for conversions by aligning them with your PPC ads. A relevant, user-friendly landing page with a clear CTA (e.g., requesting a quote or downloading a brochure) will increase the chances of turning clicks into sales.

11. Test Multiple Ad Variations

A/B test your ads to determine which versions resonate best with your audience. Test different headlines, descriptions, and CTAs to see which combinations generate the best results, and continuously optimize based on performance.

12. Adjust Bidding Based on Performance

Monitor keyword performance and adjust your bids to focus on the most profitable keywords. If a particular keyword is driving high-quality traffic and conversions, increase your bid to ensure your ads continue to appear in top positions.

13. Target Decision-Makers Using LinkedIn Ads

For B2B manufacturers, LinkedIn Ads can be highly effective in targeting decision-makers such as engineers, procurement managers, and business owners. Use LinkedIn’s detailed targeting options to refine your audience and drive quality leads to your manufacturing site.

14. Run Seasonal Campaigns

Consider running PPC campaigns around specific industry events, trade shows, or seasonal peaks. Manufacturers can leverage seasonal demand to drive sales or promote special offers and discounts tied to particular times of year.

Best Practices for PPC for Manufacturers 

Here are the three best practices for PPC that manufacturers should follow to maximize their campaign performance and ROI.

Target Specific, High-Intent Keywords

Manufacturers should focus on targeting specific, high-intent keywords that align with what their potential customers are searching for. Instead of broad terms like “manufacturing services,” use more detailed keywords such as “precision CNC machining for aerospace” or “custom metal fabrication.” 

These long-tail keywords are more likely to attract qualified leads who are ready to make a purchase or request a quote, ultimately improving conversion rates and reducing wasted ad spend.

Optimize Landing Pages for Conversions

Ensure that the landing pages linked to your PPC ads are tailored to the specific message and keywords of the campaign. A relevant and high-quality landing page that speaks directly to the ad’s content will help increase the likelihood of conversions. This means clear CTAs, easy navigation, fast loading times, and content that’s aligned with the user’s intent. 

For example, if your ad promotes custom parts, the landing page should feature details about your manufacturing process, lead times, and a clear way for users to request a quote.

Regularly Monitor and Optimize Campaigns

PPC campaigns are not a set-it-and-forget-it strategy. Continuously monitor your campaign’s performance and make data-driven optimizations. Track metrics like CTR, CPC, and conversion rates to identify what’s working and what’s not. 

Use A/B testing to try different ad variations and adjust bids based on performance to focus on high-converting keywords and ads. Regular optimization helps manufacturers stay competitive in the marketplace and ensures that their ad spend is being used as efficiently as possible.

Avoid These Common PPC Mistakes Manufacturers Make 

Avoiding these mistakes will help manufacturers run more targeted, efficient, and profitable PPC campaigns.

Targeting Too Broad of Keywords

Manufacturers often make the mistake of targeting overly broad or generic keywords like “manufacturing services” or “industrial products.” While these terms may generate high traffic, they tend to attract users who are less likely to convert, such as individuals or companies with little intent to purchase. To improve performance, focus on long-tail, specific keywords that are more aligned with your target audience’s needs, such as “custom metal fabrication for automotive” or “precision CNC machining for aerospace.”

Neglecting Landing Page Optimization

Another common mistake is driving PPC traffic to generic or irrelevant landing pages that don’t align with the ad’s message. If the landing page is not optimized for the specific ad campaign, it can lead to a poor user experience and low conversion rates. Ensure that the landing page is highly relevant, fast-loading, and clearly highlights the products or services featured in your ad, with an easy-to-find call-to-action (CTA) such as “Request a Quote” or “Learn More.”

Ignoring Negative Keywords

Not using negative keywords can result in wasted ad spend. Negative keywords prevent your ads from showing up for irrelevant or low-intent searches, such as “cheap manufacturing” or “DIY machining.” Without negative keywords, manufacturers risk attracting traffic that won’t lead to conversions, which can drain your budget. Regularly update your negative keyword list to filter out irrelevant clicks and ensure your ads are shown to users who are more likely to engage with your business.

4 Big PPC Challenges Manufacturers Face

These challenges highlight the need for manufacturers to carefully plan their PPC strategies, conduct regular optimizations, and use data-driven insights to ensure efficient and effective campaigns.

1. High Competition and Cost-Per-Click (CPC)

Manufacturing industries, especially those offering specialized products or services, often face intense competition for high-value keywords. This can drive up CPC, making it expensive to maintain visibility on platforms like Google Ads. 

Competing with other manufacturers, both large and small, can result in significant costs, especially for competitive terms. Manufacturers must carefully select their keywords, use long-tail phrases, and manage bids effectively to avoid overspending.

2. Targeting the Right Audience

Manufacturers often struggle with targeting the right audience because their products or services may have a niche market. For example, a manufacturer of specialized industrial equipment might not want to attract every business; they need to focus on reaching specific industries or decision-makers. 

Without precise audience targeting, ads may reach irrelevant users, leading to wasted ad spend and low conversion rates. This requires effective segmentation and a clear understanding of buyer personas.

3. Tracking and Measuring Conversions

Measuring the ROI of PPC campaigns can be difficult for manufacturers, especially when conversions are not immediate. Manufacturing sales cycles are typically longer, and decisions often involve multiple stakeholders. 

Tracking and attributing conversions from initial clicks to final sales can be complex. Without proper conversion tracking set up and integration with CRM systems, it becomes challenging to measure the true impact of PPC efforts and adjust strategies accordingly.

4. Creating Relevant Ad Copy and Landing Pages

Another challenge is ensuring that the ad copy and landing pages are highly relevant to the keywords and search intent. Manufacturers need to create compelling, informative ads that clearly explain the benefits of their products or services and direct potential customers to the right landing page. 

If the ad doesn’t align with the content on the landing page, users may quickly bounce, resulting in a high bounce rate and poor campaign performance. Crafting persuasive ad copy that aligns with user intent while providing a seamless experience is essential for success.

How Manufacturers Can Measure PPC Success 

Measuring the success of a PPC campaign is crucial for manufacturers to ensure their ad spend is generating the desired results. Here are key metrics and methods manufacturers can use to measure PPC success:

Click-Through Rate (CTR)

CTR measures how often people click on your ad after seeing it. A higher CTR indicates that your ad copy and keywords are relevant and engaging to your target audience. Manufacturers can use CTR as an early indicator of how well their ads are performing and whether the messaging is resonating with potential customers. Aim for a high CTR to show that your ads are capturing attention and driving traffic to your site.

Conversion Rate

The conversion rate is one of the most important metrics for manufacturers. It tracks the percentage of visitors who take a desired action on your landing page, such as requesting a quote, filling out a contact form, or making a purchase. A higher conversion rate means that your PPC campaign is not only attracting visitors but also effectively persuading them to take meaningful actions. Manufacturers should focus on optimizing landing pages and ad copy to maximize this metric.

Cost Per Conversion (CPC)

Cost per conversion measures how much you’re spending to achieve a conversion, whether it's a lead or a sale. By calculating CPC, manufacturers can determine whether their PPC campaign is cost-effective. If the cost to acquire a conversion is too high, it may be time to adjust bids, refine keyword targeting, or improve the landing page experience to lower costs and increase ROI.

Return on Ad Spend (ROAS)

ROAS calculates the revenue generated for every dollar spent on PPC. This metric helps manufacturers understand the financial effectiveness of their campaigns. For instance, if a manufacturer spends $1,000 on PPC and generates $5,000 in sales, the ROAS would be 5:1. Monitoring ROAS allows manufacturers to evaluate whether their PPC campaigns are delivering enough sales to justify the investment and make adjustments if needed.

Quality Score

Google Ads assigns a Quality Score based on the relevance of your keywords, ad copy, and landing pages. A higher Quality Score can lower your CPC, improving the cost-efficiency of your campaigns. By regularly checking and optimizing Quality Scores, manufacturers can ensure their ads are relevant, improving both ad position and cost-effectiveness.

Impressions and Reach

Impressions track how many times your ad is shown, while reach refers to the number of unique users who see your ad. While these metrics don’t directly reflect success in terms of conversions, they are important for gauging brand awareness and visibility in the market. Manufacturers looking to expand their presence should keep an eye on impressions to understand how widely their brand is being seen.

How Much Should You Spend on Paid Advertising? 

The amount manufacturers should spend on paid advertising, such as PPC, depends on factors like industry competition, campaign goals, and sales cycle. 

A common benchmark is allocating 5-10% of annual revenue to marketing, with 20-30% of that dedicated to paid ads. However, competitive industries may require higher budgets to maintain visibility. 

Manufacturers should start with a smaller budget for testing and scaling, adjusting based on results and customer lifetime value (CLV). Continuously monitoring metrics like cost per conversion and return on ad spend (ROAS) helps optimize ad spend for maximum ROI. Ultimately, the budget should align with business goals and deliver measurable results.

Finding the Right PPC Agency for Your Manufacturing Business

Market Veep has years of experience helping manufacturers achieve success with PPC campaigns by bringing expertise in strategy development, keyword targeting, and campaign optimization. 

With our experience in the manufacturing sector, we can create highly targeted ads that focus on the most relevant keywords, ensuring that manufacturers reach the right audience, whether it’s other businesses or specific industries. 

We can also provide valuable insights into competitor analysis, allowing manufacturers to stay ahead of the curve and fine-tune their bids, ad copy, and targeting to achieve the best possible results.

Additionally, Market Veep can continuously monitor and optimize campaigns for performance, using data-driven adjustments to improve click-through rates (CTR), conversion rates, and overall return on ad spend (ROAS). 

We can also handle the complexities of A/B testing, landing page optimization, and budget management, ensuring that ad spend is allocated efficiently. 

By partnering with Market Veep, manufacturers can ensure their PPC efforts are not only effective but also aligned with their broader business goals, helping to drive qualified leads, sales, and long-term growth.