How a US Manufacturing Company Generated 120 Qualified B2B Leads with Search & LinkedIn Ads
Introduction
Manufacturers often struggle with lead generation because their buyers—engineers, procurement managers, and distributors—don’t respond to traditional ads. Instead, they research suppliers online, compare capabilities, and only engage with firms that appear credible and relevant.
This case study shows how a mid-sized US manufacturer (fictionalized as PrecisionTech Manufacturing) used Google Ads, LinkedIn Ads, and website optimization to generate 120 qualified B2B leads in four months, while cutting cost per lead (CPL) in half.
Background
- Business Type: Industrial components manufacturer (custom metal parts + CNC machining)
- Location: Midwest USA
- Team Size: 70 employees
- Target Market: OEMs, engineers, and procurement managers in automotive & aerospace
- Challenges:
- Traditional sales relied on trade shows & cold calls.
- Weak online presence—outdated site with little technical info.
- Struggled to reach decision-makers directly.
- High cost per acquisition (>$150 per qualified lead).
Challenges Faced
- Trade Show Dependency – COVID and rising costs reduced ROI on events.
- No Digital Visibility – Buyers searching “CNC machining supplier USA” found only competitors.
- Complex B2B Sales Cycle – Decisions often take 3–6 months.
- Weak Online Conversion – Website lacked clear product specs, datasheets, or inquiry forms.
The Digital Marketing Strategy
1. Google Search Ads (High-Intent B2B Buyers)
- Targeted specific long-tail keywords:
- “aerospace CNC machining supplier”
- “custom metal fabrication USA”
- “ISO certified component manufacturer”
- Used call tracking + RFQ (Request for Quote) landing pages.
- Bid strategy: focus on high-value industrial keywords, even if search volume was lower.
Impact: Generated highly relevant clicks from procurement managers and engineers actively searching suppliers.
2. LinkedIn Ads (Precision B2B Targeting)
- Sponsored content + InMail campaigns.
- Audience targeting by:
- Job titles: Procurement Manager, Design Engineer, Operations Director.
- Industries: Aerospace, Automotive, Industrial Equipment.
- Company size: 50–500 employees.
- Shared case studies, spec sheets, and whitepapers to build authority.
Impact: Delivered 50 qualified leads from procurement professionals in just 4 months.
3. Retargeting Campaigns
- Google Display + LinkedIn retargeting for visitors who viewed RFQ pages but didn’t convert.
- Showcased:
- “Fast RFQ Turnaround – 48 Hours Guaranteed.”
- “ISO 9001 Certified. Trusted by Aerospace Leaders.”
Impact: Retargeted leads were 2.7× more likely to submit RFQs.
4. Website Overhaul (Lead Capture Focus)
- Built dedicated landing pages by industry: Aerospace, Automotive, Industrial.
- Added downloadable technical datasheets (email required to access).
- Simplified RFQ forms for faster submissions.
Impact: Website conversion rate improved from 0.8% → 3.9%.
The Results (After 4 Months)
- 120 qualified B2B leads generated.
- Cost per lead dropped 52% ($150 → $72).
- Website traffic increased 175%, with 60% from paid ads.
- Closed 12 new contracts (worth $1.8M in revenue pipeline).
- LinkedIn leads had the highest deal value ($150k+ average project size).
Key Lessons for Manufacturers
- Google Ads Capture Active Buyers – Engineers & procurement managers use search first.
- LinkedIn = Precision B2B Targeting – Reaches decision-makers in specific industries.
- Content Builds Trust – Datasheets, case studies, and certifications boost authority.
- Retargeting Reduces Drop-Off – Reminds busy decision-makers to complete RFQs.
- Track CPL & Lifetime Value – Not all leads are equal; focus on high-value contracts.
Conclusion
PrecisionTech’s success proves that digital marketing is no longer optional for manufacturers. By shifting from trade shows and cold calls to Google Ads + LinkedIn targeting, they built a scalable lead generation system that delivered 120 qualified B2B leads in just four months—at half the cost of traditional methods.
For manufacturers, the formula is clear: be visible in search, be precise on LinkedIn, and make inquiries effortless.