Google Ads Case Study Maximizing ROAS for a B2B Industrial Supplier
Google Ads Management (Search, Shopping, Performance Max) · B2B Industrial Supply

Google Ads Case Study: Maximizing ROAS for a B2B Industrial Supplier

B2B manufacturing & industrial supply · India · 5 months

Project Overview

Industry:

B2B manufacturing & industrial supply

Service:

Google Ads Management (Search, Shopping, Performance Max)

Objective:

Increase qualified B2B leads, lower cost per qualified lead, and maximize ROAS measured against actual closed revenue, not form submissions.

The project focused on rebuilding the Google Ads account around real buying intent and tying every campaign back to closed revenue, rather than optimizing for lead volume alone.

The Challenge

The business had real production capacity and a sales team ready to close deals, but its Google Ads account was not sending it the right kind of traffic:

Budget was spread across broad keywords that attracted browsers, not buyers

No keyword-level separation between individual-part enquiries and bulk/contract enquiries

Conversion tracking stopped at form submission — there was no link between a lead and whether it ever became a paying customer

Shopping and catalog-type campaigns were not set up, despite having a product catalog that fit the format

Landing pages were generic product pages, not built for a B2B buyer evaluating a supplier

No visibility into which campaigns were actually profitable once real deal values were factored in

The challenge was not a lack of traffic or budget — it was spending that budget on the wrong searches and not being able to prove which spend was actually working.

Research & Discovery

We started with a full account audit and a demand-side review, rather than assuming the existing campaign structure was close to correct. The research covered:

  • • Search term reports, to separate genuine buying intent from informational or consumer-intent traffic
  • • Keyword-level cost and conversion data, by campaign and ad group
  • • Competitor ad copy and landing pages for similar industrial suppliers
  • • Product catalog structure, to assess fit for Shopping and Performance Max
  • • Existing conversion tracking setup and its gaps
  • • Sales team input on what a “qualified” lead actually looked like, versus what Ads was counting as a conversion

This stage showed that most of the wasted spend was going to a small number of broad keywords, and that “conversions” in the account did not reliably mean real sales interest.

Google Ads & Measurement Setup

Before changing any campaigns, we fixed measurement first, since ROAS is only meaningful if ad spend can be matched to real revenue. We set up:

  • ✓ Google Ads offline conversion import, linking closed-won deal values from the CRM back to the original ad click
  • ✓ Separate conversion actions for form fills, qualified leads (sales-confirmed), and closed deals, so each funnel stage could be judged on its own
  • ✓ Call tracking for phone enquiries, since B2B buyers often call directly from the landing page
  • ✓ Google Search Console and GA4, to monitor organic cannibalization and overall site behavior alongside paid traffic

This made it possible to report actual ROAS on closed revenue, not estimated value per lead.

Proven Case Study Impact
B2B Industrial Supplier: 4.8x ROAS & +85% Qualified Leads

From broad, unqualified spend to a CRM-linked Google Ads account optimized against actual closed revenue in 5 months.

Google Ads Strategy

1. Keyword & Campaign Restructure

Rebuilt the account around tightly themed ad groups split by product category and buyer intent (e.g. bulk/contract enquiries vs. single-part enquiries), cutting broad match terms that were not producing qualified leads and reallocating that budget to proven high-intent terms.

2. Performance Max & Shopping for Catalog Products

Set up a structured product feed and launched Performance Max and Shopping campaigns for standardized, catalog-type parts, while keeping custom/bulk-order enquiries on Search campaigns with dedicated landing pages.

3. Landing Page Alignment

Replaced generic product pages with landing pages built for a B2B evaluation process — clear specifications, capacity and compliance details, and a direct enquiry path, matched to what each ad group was actually promising.

4. CRM-Linked Bid & Budget Optimization

Used offline conversion data to shift budget toward the keywords and campaigns producing closed deals, not just leads — so spend followed actual revenue rather than lead volume alone.

What We Did & When

Month 1 — Audit & Measurement Setup.
Audited the existing account, search terms and tracking. Set up offline conversion import, call tracking and separate conversion actions for leads vs. closed deals.
Months 1–2 — Account Restructure.
Rebuilt campaign and ad group structure around buyer intent, paused underperforming broad keywords, and rewrote ad copy around specific product categories.
Month 2 — Performance Max & Shopping Launch.
Built and uploaded the product feed, launched Performance Max and Shopping campaigns for catalog-type products.
Months 2–3 — Landing Page Rebuild.
Replaced generic product pages with intent-matched landing pages for the highest-spend campaigns.
Months 3–5 — CRM-Linked Optimization.
Reviewed closed-deal data as it came back from the CRM, shifted budget toward keywords producing real revenue, and paused spend on leads that consistently failed to convert to sales.
Before After
Spend spread across broad, low-intent keywords Budget concentrated on proven high-intent search terms
No Shopping or Performance Max campaigns Structured product feed with Shopping & Performance Max live
Conversion tracking stopped at form fill Closed-deal values linked back to ad spend via CRM
Generic product landing pages Landing pages built for B2B buyer evaluation
No way to separate good leads from poor ones Leads qualified and tracked separately from raw form fills
ROAS unknown ROAS measured and reported on actual closed revenue
Results

Improvements came from spending on better-matched keywords and being able to prove which spend produced real revenue — not from simply increasing budget.

Measured over 5 months (pre-project baseline vs. month 5). Source: Google Ads, Google Search Console, CRM closed-deal data.

+85%
Qualified Leads — sales-confirmed leads, month 5 vs. baseline.
-35%
Cost Per Qualified Lead — total spend divided by sales-confirmed leads.
4.8x
ROAS — closed-deal revenue (from CRM, via offline conversion import) divided by ad spend.
Business Impact
The business could, for the first time, see which keywords and campaigns were producing paying customers rather than just leads, and shift budget accordingly. Sales had a steadier flow of enquiries worth following up on, and ad spend was justified with real revenue rather than lead-volume estimates.
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