Google Ads & PPC for Manufacturers
When an engineer or buyer searches for your technology, your ad appears above the search results. We build paid search campaigns manually around your niche, so the inquiries come from the right buyers. You can hire us for Google Ads on its own or together with SEO & AI search.
2 weeks
to the first inquiry
Starting from scratch, with no existing contacts. SEO and Google Ads combined.
Read the case studyPPC for manufacturers: Google Ads built on niche knowledge, not Google’s defaults
For manufacturers, standard Google Ads campaigns often bring clicks but hardly any inquiries. Google’s automated bidding learns from inquiries, and a niche doesn’t produce enough of them: some suppliers have only around 20 potential inquiries a month worldwide. With so little data, your ads also reach people who will never buy, such as students, job seekers or hobbyists.
So we start with the searcher: who’s looking, and what do they need? The ad is built around that, and so is the landing page, which gives them the information they need to send an inquiry. We set up campaigns manually, based on an understanding of your niche rather than on Google’s recommendations.
We recommend what each landing page needs, or build it ourselves, for example if we also built your website.
Why Google Ads almost always pays off for manufacturers
Ads make sense for a new company, a new product, a new market, or to bridge the months before organic rankings kick in. But those aren’t the only times. In our experience, Google Ads almost always pays off for manufacturers.
It comes down to timing. Anyone who sees an ad for your technology is dealing with exactly the problem you solve, right then. When results need to come fast and the budget is there, no other channel delivers them as quickly.
“Almost always” doesn’t mean “with any budget”, though. To find out whether the channel works for you, you need an ad budget that covers enough of the right searches. You’ll find a ballpark figure in the FAQ below.
Our clients in manufacturing and industry
Ads, SEO or AI search: we work exclusively with manufacturing and industrial companies.
What Google Ads does for your sales team
Three things change for your sales team when campaigns fit your niche.
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Inquiries from people with a real need
The ad is written to keep the wrong people out: anyone who's just browsing or looking for something else is less likely to click. Your sales team spends less time on inquiries that never turn into orders.
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Inquiries for what you want to sell
You decide which product and which market the ads run for, including new ones. That way, inquiries come in where your sales team is focusing right now.
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Measured by your sales team, not by Google
We judge campaigns by real inquiries and confirm them with your sales team, instead of relying on the conversion figures in your Google Ads account.
Paid and organic search: visible wherever buyers look
Someone searching for your technology can see you in three places: in the ad, in the organic result below it, and in an AI answer. That’s why we often recommend Google Ads even to companies that already rank at the top on Google and in AI answers.
Ads, SEO and AI search all work with the same searches your customers run. The search terms that lead to inquiries through ads can feed into your website content.
Google Ads, Microsoft Ads, ChatGPT ads: where your ads run
Our take as of September 2026, in the order we recommend manufacturers spend their ad budget.
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Make full use of Google Ads first
Google Ads is the reliable channel, because this is where buyers and engineers look for suppliers. As long as there are relevant searches your ads don't cover yet, put your budget here first.
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Then test Microsoft Ads
Microsoft Ads puts your ads on Bing. For some markets, that's a useful addition.
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ChatGPT ads only with budget to spare
For most manufacturers, probably not: the ads are far less precisely targeted and only appear on the free and low-cost plans (Free and Go). We keep testing ChatGPT ads, with our own budget and with individual clients. If it becomes a relevant channel, you'll hear it from us. Unless this page says otherwise, it probably isn't one yet.
100% manufacturing and industry, founded by an engineer
eingenetzt is a specialist agency for SEO & AI search in manufacturing and industry, founded by mechanical engineer Dennis Redder. We know your customers' buying processes firsthand, from both sides of the table: sales and purchasing. We help international manufacturers win customers in Germany, and German hidden champions win customers around the world. eingenetzt is a supporting member of VDI, the Association of German Engineers.
- 100% Industry focus
- VDI Supporting member
- Almost €1 million Ad spend managed
Getting started: Google Ads as part of your strategy
Good campaigns come from understanding your niche. That's why working with us on Google Ads starts with a conversation and a kick-off, not with building the first ad.
Free and no obligation
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Free consultation
More than a get-to-know-you call: we look at where you stand, ask about your niche and talk about your goals. Afterwards, you'll know whether working with us makes sense for you, even if the answer is no.
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Detailed proposal
In a detailed proposal, we explain how we'd approach your project. It lists every price, so you know exactly what it will cost before you decide.
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Strategy and account setup
Once you decide to go ahead, we develop the campaign strategy based on your goals and start managing your ad account through our manager account. We also check whether you have landing pages worth sending ad traffic to.
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Implementation and ongoing management
We handle all campaign management, review results regularly and keep optimizing. The top priority is inquiries, not clicks and impressions.
Frequently asked questions about Google Ads for manufacturers
Is Google Ads worth it on top of SEO and AI search?
Usually yes, even if you already rank at the top organically. It isn’t a requirement, though: SEO & AI search work without ads too. We’ll tell you in the free consultation whether the extra channel pays off in your niche.
We've tried Google Ads before without success. What do you do differently?
Successful campaigns in manufacturing and industry look fundamentally different from those in many other sectors. There are few people searching and few measurable conversions, meaning inquiries Google can track. That’s usually not enough for automated campaigns. What it takes is a manual setup with a deep understanding of the market and the customer, and that’s exactly our strength. We also often see basic mistakes that sink any campaign: ads that lead to the home page instead of the matching product page, or campaigns that are set up wrong.
How much ad budget do we need?
Around €1,500 a month to start, or roughly €50 a day. That’s already on the low end: with less, it’s hard to find out whether the channel can work for you. Manufacturers who succeed with Google Ads usually spend several thousand euros a month. How much it will be for you depends less on the size of your company than on your market. You pay your ad spend directly to Google.
Can we hire you for Google Ads only?
Yes, you can hire us for Google Ads without SEO and AI search. You get campaigns built on the same understanding of your niche, just for one channel. In the free consultation, we’ll cover whether and how ads should work together with SEO & AI search in your case.
What do you charge for campaign management?
Your proposal spells it out; we don’t publish a flat rate. Our management fee is separate from your ad spend. You’ll receive the proposal after the free consultation, with all prices, before you decide.
Does the ad account stay with us?
Yes. The ad account and the ad budget stay with you, and you keep full control. We’re simply added as an additional manager through our manager account, which is how agencies handle their clients’ accounts at Google. You can see what’s happening in your account at any time. If we stop working together, the account and the campaigns stay with you.
Is there a minimum term?
Only a short one: usually three months to start, flexible after that. How soon your campaigns deliver a steady flow of inquiries depends on your market and your niche. You’ll get an honest assessment of that in the free consultation.
Which product should bring in inquiries first?
Tell us which product and which market matter most to you right now. We'll assess what Google Ads can do for it and what ad budget you should plan for.