Google Ads Management for B2B Manufacturers
The right buyers are on Google right now, looking for exactly what you build.
Corey Koehler Media. I run Google Ads for B2B manufacturers with long sales cycles. Real quote requests in your inbox, not shared with four other shops.
You work with me. Not a junior. I spent 17 years as a mechanical draftsman and worked on the floor with manufacturers before I ever wrote an ad.
I start with people already searching for what you make. Then we see which message gets the click, the form, or the call. We build from there.
No long-term contracts. 30-day opt-out anytime. Fill out the form and tell me about the shop.
Corey Koehler
Winona, MN
These are the patterns that show up in almost every manufacturing account — and why swapping agencies rarely fixes them.
Real money leaves your account every month, but the leads are wrong — job seekers, students, competitors. You're paying for traffic that was never going to send an RFQ. The fix isn't more budget; it's the right negative keywords and match types.
They handed your account to someone junior, ran Google's automation, and sent a monthly report full of charts. No direct access, no real strategy. Every competitor on this page does it the same way — I don't.
You've changed campaigns. Changed agencies. Nothing holds. Nobody's looked at the whole path — from search term to quote request. That's the only way to actually find where leads are leaking.
Smart Bidding needs 30–50 conversions a month to learn. Most B2B manufacturers generate 10–15. The algorithm guesses. You pay for the guesses. Manual strategy built for your budget beats automation at $1K–$15K every time.
Why most Google Ads for manufacturers underperform
Good campaign management matters. But if buyers click and don't trust the page, if tracking is broken, or the message doesn't match — no amount of bid adjustments will fix it. I look at the whole path.
Most B2B manufacturing campaigns are built for e-commerce volume — wrong match types, wrong bidding strategy, wrong campaign type for a 90–130 day sales cycle.
The difference between a buyer researching solutions and a buyer ready to send an RFQ is everything. Most accounts can't tell the difference. I build negative keyword lists from 13 years of manufacturer accounts.
If your page doesn't speak to an industrial buyer in the first 5 seconds, the click was wasted. The ad account will never tell you that — but your quote request volume will.
Most accounts I inherit have broken or incomplete tracking. If you can't see what's working, you can't improve it. Week 1 of every engagement starts here.
Low cost per click isn't the goal. Qualified quote requests are. Those are different problems and they need different fixes — not just lower bids.
Sometimes buyers search directories, trade sites, and industry platforms before they touch Google. Gaps there cost you before the ad even runs.
Search engine marketing changes. Features come and go. The scoreboard does not. Cost to acquire a customer. Lifetime value. Money in and money out. If the work is not profitable, clicks and impressions do not matter.
I start with existing demand. Who is already searching for what you make. Get in front of that buyer. See which message gets the click, then the form or the phone call. Build from there.
A specialty lifting manufacturer I have worked with since 2013 started that way: search-first demand capture. As the company and the distributor market grew, the strategy got rebuilt. Same account. Different job.
A Twin Cities 3D printing shop was brand new when we started. Local demand was thin, so we advertised nationally. Over five-plus years we moved regional, then local, as the market matured. 1,600-plus conversions and 871 phone calls. I also built and rebuilt the website.
On a seed and grain equipment account, that looked like $180K-plus in tracked value on $58K of spend, and an 18x return on the brand campaign. A Red Line Review caught about $3,000 in wasted spend from an AI plan before a dollar went out.
Directories and third-party lead sites often mean you do not own the lead. Paid and organic search should send the ideal customer to a form or a phone that you answer. Landing pages with the right copy that load fast. Calls to action in the right place. Do that before you lean on Smart Bidding. I walk through it in the Small Budget Google Ads Blueprint.
Full write-ups, anonymized by agreement: Client Results.
I don't work on accounts that need thousands of leads a month. I work on accounts where one job can be worth $250,000.
This works well if you're:
This isn't a fit if you need a full-service agency, want automation to run everything, or are looking for the lowest possible price. I take on a limited number of clients so every account gets real attention.
Equipment builders and OEMs with long sales cycles. Ads aimed at buyers sending an RFQ, not students and job-seekers.
Hoists, lifting, and plant equipment. Searchers who need a spec, a lead time, and a quote, not a catalog browse. One multi-product lifting account: 1,400-plus qualified conversions at $57–$98 a lead.
Seed, grain, and farm equipment manufacturers. Seasonal demand, high-ticket jobs, a small number of serious buyers. One shop: $180K-plus tracked value on $58K spend.
Machine shops and custom manufacturers. Capability searches, not tire-kickers shopping on price.
Specialty processes and short-run work where one job can cover a lot of the marketing spend. One 5-year engagement: national first, then local. 1,600-plus conversions.
In manufacturing, you never send a drawing to the shop floor without a review. I apply that same approach to marketing plans.
Before we touch a campaign, I need to understand your business. Not just your ad account. Your business. That is how a $3,000 AI keyword plan gets caught in week one instead of becoming a live campaign.
The first 30 days are a structured discovery period. Here's what that looks like:
Market and competitive landscape. Voice of customer — how your buyers actually search, what triggers the decision, and what language they use. If you have an existing account, I audit it too: every search term, every dollar, every campaign — the job seekers, the tire-kickers, the searches that have nothing to do with what you sell. I find exactly what's being wasted and why. This research is worth the price of admission on its own. It becomes the strategic foundation for everything — your website, directory listings, sales collateral, LinkedIn, cold outreach. Whatever marketing you're doing right now gets sharper because of it.
Keyword architecture. Campaign structure separated by intent and audience. Conversion tracking. Landing page audit with specific recommendations. Then I build and launch at least one campaign — you're live and in front of buyers before the 30 days are up.
A recorded walkthrough or live call covering everything I found, what we built, and what the next 12 months looks like. If you want to keep going — we go. If not, you walk away with a live campaign, a complete research package, and a roadmap you can hand to anyone. No hard feelings, no penalties.
After discovery: Month-to-month management. No long-term contracts. You keep the account, the data, and all creative assets — always.
Once the foundation is solid, here's what ongoing management looks like.
Weekly review of actual search queries. Adding negatives, finding opportunities, cutting waste before it compounds.
No blind reliance on Smart Bidding. Google's algorithm needs 30–50 conversions a month to work. Most B2B manufacturers generate 10–15. Human judgment wins here.
Ongoing testing of headlines, descriptions, and calls to action. What speaks to your buyers gets more budget. What doesn't gets cut.
Keeping an eye on who's showing up alongside you and adjusting strategy when the competitive landscape shifts.
Plain-English video walkthrough — not a 30-page PDF. Cost per qualified lead, RFQs in the pipeline, what we blocked, what's next.
Not an account manager. Not a junior hire on their third month. You get me — the person who knows your account and your business.
Most manufacturers skip Bing entirely. That's a mistake. Industrial buyers skew older and use Bing more than the average consumer. Microsoft Ads runs on a separate auction with less competition — which often means a lower cost per click for the same buyer.
I can manage it as an add-on to your Google Ads campaign for incremental reach, without starting from scratch.
$750–$3,000/mo after discovery
Discovery period pricing is scoped on the strategy call — the first 30 days involve real work, and what that looks like depends on the state of your account and what we find.
I take on a limited number of management clients. When the roster is full, new clients go on a waitlist.
If you land that $2,500 customer who comes back ten times a year — or that one project worth $250,000 — you've covered a lot of your marketing expenses. That's why these numbers matter before you ever spend a dollar on ads.
Client results
Bonnie
Owner, Seed Cleaning Equipment Manufacturer
Caught $2k–$3k in mistakes before she spent a dollar
I had used AI to generate a list of ideas. AI stated that a couple of those suggestions were great and a goldmine for me. I was sold!! Then you dug deeper and discovered that these particular suggestions would be a waste of time and resources; I was very surprised! AI generates possibilities. But human logic determines which ones actually work.
Dan Miller
Operations Manager, OZ Lifting
Business is up 33%
Corey gives me up to date, thorough assessments of how we're doing — no sugar coating. I have seen a big spike in activity off our website and we're getting more calls from customers who could have only found us by doing a search. We're on the map now... We made the right move.
Caylan Larson
Founder, Semireg Industries
100x the results
Corey listens to your product's story and mixes in his intuition for what customers are searching for. The results we obtained with his services were 100x what I could have done alone. His work is equal parts art and science — something you usually don't find in a single person.
Tyler Pope
Founder, 3D Printing Ally
Corey did a great job educating us on digital marketing and implementing a plan that showed really good results. He is fun to work with and we highly recommend his services.
Scott Zosel
Senior Marketing Manager, Lano Equipment, Inc.
Corey gives me a more clear understanding of the perils and possibilities of Google. He has a bulldog attitude when it comes to really digging into the details. He's passionate about problem solving, has detailed understanding of Google's deepest features and has the ability to see beyond numbers and think in the abstract.
T. Hawley ✓
Google review
I'm a veteran marketer and hired Corey for a PPC campaign. Corey is as legit as it gets and knows the ins and outs to properly set up and manage a campaign to positive ROI. I look forward to finding other projects to work with him on.
Corey Koehler
I spent 17 years as a mechanical draftsman before I ever wrote an ad. I've sat in the same kind of building you're running. I understand tolerances, lead times, RFQs, and the difference between a $200 service call and a $200,000 contract.
I've been running Google Ads for B2B clients for 13 years — industrial machinery, material handling, agricultural equipment, custom software, commercial construction, 3D printing, and more. I'm not a big agency and I don't want to be. Every account gets real attention from me, not a team of junior managers.
Most marketers don't understand engineering. Most engineers don't understand marketing. I speak both languages.
Google Ads is what I run. But I've never been able to look at just one channel. If your messaging is weak, no amount of ad spend fixes it. If there's a better path — directories, YouTube, trade shows — I'll point you there, even if it means less work for me.
Google Ads management for B2B manufacturers typically runs $750–$3,000/month after a structured 30-day discovery period. The discovery period is scoped on the strategy call and depends on the current state of the account. Ad spend is separate and paid directly to Google.
The 30-day discovery period includes market and competitor research, voice of customer analysis (how your buyers describe what they need and what language they use), keyword research and campaign architecture, a landing page audit with specific recommendations, Google Ads account setup with conversion tracking, and at least one live campaign launched within the 30-day window. It closes with a recorded findings report covering everything uncovered and the recommended path forward. The research produced — competitive positioning, buyer language, keyword strategy — applies across your marketing, not just paid search.
Yes. You own the Google Ads account, all historical data, and all creative assets — always. There is no MCC lock-in. If the engagement ends for any reason, you keep everything.
B2B manufacturers and specialty service businesses with long sales cycles — including industrial machinery, material handling, agricultural equipment, CNC machining, custom machinery, contract manufacturing, printing and marking services, custom fabrication, 3D printing, and similar. The common thread: high-ticket jobs, a small number of serious buyers, and sales cycles measured in weeks or months.
A full-service agency typically hands your account to a junior manager and relies on automation to do the work. This is a solo specialist operation — every account gets direct attention from the same person who runs the strategy. No account managers, no automation on autopilot, no long-term contracts.
Tell me about the shop. I will get back to you. If you would rather talk now, pick a time on the calendar under the form.
No pitch. No pressure. If it's not a fit, I'll tell you, and point you somewhere that can help.
Ad spend is separate from management fees and paid directly to Google. You own your account, your data, and all creative assets — always.