Challenge
Mantech needed a practical way to generate direct inquiries for multiple high-ticket machine categories without wasting budget. Because the business sells specialist equipment, broad traffic was not useful. The campaign structure had to attract serious buyers in manufacturing and fabrication, then guide them to the most relevant product pages with clear next-step intent.
Strategy / what we did
Built around machine-level intent
Instead of lumping everything into one broad campaign, we ran separate Google Ads campaigns for each major machine category. This let us align search terms, ad copy, and landing pages much more tightly to what buyers were actually looking for.
Protected efficiency from day one
With a lean weekly budget, the account had to stay disciplined. We focused on high-intent industrial search terms, cut waste through negative keywords, and kept optimising copy and bids every week to hold performance quality over time.
- Ran 5 separate Google Ads campaigns aligned to machine categories.
- Targeted buyers in industrial and manufacturing sectors using high-intent keywords.
- Sent traffic to relevant product pages with direct, clear CTAs.
- Optimised ad copy, bids, and negative keywords on a weekly basis.
Execution breakdown
Campaign segmentation
Each machine family was given its own campaign so budget, messaging, and search intent could be managed independently instead of getting blurred together.
Landing page matching
Traffic was routed to the most relevant machine pages, reducing friction and helping visitors move directly from search to inquiry.
Weekly optimisation loop
The account was tuned continuously through bid adjustments, copy testing, query review, and tighter negative keyword control to improve efficiency over time.
Key metrics / outcomes
The campaign delivered both account-level scale and product-level traction. The dashboard shared in the case study shows meaningful search volume, healthy click-through performance, and strong visibility against other advertisers in the Irish machine tools market.
- Generated around 10 qualified leads per week consistently.
- Stayed cost-effective within the planned €150/week budget approach.
- Improved product-specific engagement and conversion across campaigns.
- Strengthened Mantech’s visibility in the Irish market for machine tools.
Timeline / deliverables
How the work was structured
Offer and machine mapping
Defined the key machine categories and separated them into individual campaign tracks based on buying intent and search behaviour.
Campaign build and launch
Created ad groups, machine-specific keyword sets, relevant ad copy, and sent traffic to the right product pages instead of generic destinations.
Weekly optimisation
Improved performance through bid refinements, negative keyword control, and creative adjustments based on live search behaviour.
Core deliverables
Everything was designed to keep the account lean, targeted, and commercially useful for a specialist industrial seller.
5 machine-led campaigns
Separate campaign structure for major machine categories.
High-intent search targeting
Keyword selection focused on serious buyers, not general browsing.
Ongoing account refinement
Weekly copy, bidding, and negative keyword improvements.
Proof / dashboard snapshot
Dashboard and competition snapshot
The shared snapshot shows the Google Ads dashboard, campaign-level machine data, and an auction insights style competition view positioning Mantech as the biggest advertiser in Ireland for machine tools.
What this proof supports
The account generated meaningful clicks and impressions from search-driven demand rather than low-quality awareness traffic.
The campaign table shows separate active campaigns for press brakes, CNC routers, laser cutting machines, CNC router tools, and fibre laser cutters.
The competition chart reinforces strong auction visibility in the Irish machine tools space during the reporting period.