5 Paid Search (PPC) Best Practices for Manufacturers

There’s no quicker way to light $100 bills on fire than a paid search campaign with poor strategy or execution (or both 😱), especially when you deal with long sales cycles and complex buying processes. When targeting niche audiences, it’s always worth questioning whether the investment is worth it.

But, forgoing paid search means you could miss out on valuable visibility and potential leads. With the right approach, you can use paid search to fill your sales team’s pipeline, even if you work in a niche industry. 

How PPC Works for Manufacturers

PPC for manufacturing companies create awareness and get leads into the pipeline. The real advantage is timing: your company appears at or near the top of the search engine results page (SERP) when prospects are researching keywords that indicate they are ready to take action. 

How to Set Up a Manufacturing PPC Campaign

Building a successful manufacturing paid search campaign requires careful planning. Here’s a quick overview of the steps you should take:

• Set your goals: Define what success looks like for your campaign—more leads, brand awareness, or direct sales?
• Keyword research: Identify high-intent keywords relevant to your services.
• Analyze the competition: Understand what your competitors are targeting to find opportunities.
• Choose your platforms: Google Ads, Bing, LinkedIn, or other niche platforms? Pick based on where your audience is most active. 
• Define your audience: Narrow down your target audience. Which job titles would you like to target? Which decision-makers?
• Set your budget: Allocate resources effectively to avoid overspending.
• Draft ad copy: Highlight your strengths and include clear calls to action.
• Build landing pages: Ensure they’re optimized for quick, clear navigation.
• Set up tracking: Use tools to monitor performance and gather data for adjustments. 

Best Practices for Manufacturing PPC Campaigns

To maximize your paid search campaign’s effectiveness, you should tailor your strategies to the manufacturing market. Here are the best practices to help you drive higher-quality traffic and achieve better results. 

1. Target Relevant Keywords

High-quality traffic begins with choosing the right keywords. For manufacturers, this means focusing on high-intent terms that indicate a potential buyer is actively searching for solutions. Keywords like “custom metal fabrication services” or “industrial machinery supplier” can capture the attention of serious prospects. While broad terms might attract more traffic, they often lead to lower-quality clicks. 

Long-tail keywords can be especially valuable. Although they may have lower search volumes, they often indicate strong purchase intent and can yield better results. Additionally, don’t overlook the importance of negative keywords. Blocking terms like “DIY” or “home use” can prevent budget-draining clicks from audiences that aren’t likely to convert. 

2. Highlight Your Strengths

Standing out in the competitive manufacturing sector requires showcasing what makes your business different. This means highlighting your specialized capabilities, such as custom manufacturing services, industry-specific expertise, or unique processes. Your ad copy should emphasize those strengths to attract attention and encourage prospects to click through.

Certifications and credentials are powerful trust builders. If your company is ISO certified, has industry awards, or has completed projects for well-known clients, include these details in your ads. For example, a line like “ISO 9001-certified custom fabrication” can add credibility and make decision-makers take notice.

3. Showcase Technical Expertise

Manufacturing decision-makers often appreciate a high level of technical detail. They need to know that your company has the knowledge and skills to handle complex projects.

Including technical language in your PPC ad copy can help signal that your business is geared toward industry professionals. A phrase like “CNC precision machining” appeals to buyers looking for specialized solutions. 

4. Share Valuable Resources

PPC isn’t solely about direct conversions. It’s also a chance to build brand credibility and authority. Promoting valuable resources like white papers, case studies, and industry reports are great ways to engage prospects who are still in the research phase. 

5. Create Industry-Specific Offers

Promoting offers is a clever way to attract qualified leads, but generic offers can fall flat with specialized audiences. Manufacturing clients appreciate tailored promotions that directly address their needs. Crafting offers such as free consultations for custom orders or no-cost evaluations or current processes can resonate more than broad, impersonal discounts. 

PPC Pitfalls to Avoid

Now that you know what it takes to power a successful manufacturing paid search campaign, here are some mistakes to avoid:

1. Neglecting Keyword Research

Failing to research keywords can lead to increased ad spend on low-quality traffic. Make keyword research a continuous process to stay effective.

2. Broad Targeting

Casting too wide a net can result in wasted budget on irrelevant clicks. Precision is key—refine your audience to ensure your ad spend goes toward valuable leads. 

3. Ignoring Negative Keywords

Omitting negative keywords can result in traffic that doesn’t convert. Regularly review and update these filters to keep non-relevant traffic at bay.

4. Bad Landing Pages

A cluttered or confusing landing page can turn visitors away. Make sure your website’s landing pages are easy to navigate and provide clear next steps.

5. Not Regularly Reviewing Metrics

Without tracking key metrics like CTR, CPC, and conversions, your campaign could underperform. Regular reviews help you identify areas for optimization and adapt as needed to improve results.

Ready to Launch Your Manufacturing PPC Campaign?

Following these strategies can help you build a robust PPC approach tailored for the manufacturing industry, leading to better performance and higher ROI. If you’re not sure where to start, take our free marketing assessment to get clarity on what you should focus on to improve your results.