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Phoenix Equipment (Industrial / B2B)

Industry: Chemical & Industrial Equipment

Service: B2B Lead Generation via Google Ads

Phoenix Equipment sells used process plants and equipment to industrial buyers. Their previous campaigns generated irrelevant leads and wasted spend due to broad targeting and incomplete conversion tracking.

The Challenge

  • Too many irrelevant clicks
  • High CPL due to generic keywords
  • No offline conversion tracking
  • Poor segmentation for product categories
  • Underperforming Performance Max setup

Our Solution

Emmy Ads introduced a full B2B-focused advertising system:

Strategic Improvements

  • New high-intent keyword groups tailored to equipment types
  • Competitor-based audience segments
  • Offline conversion tracking for quote requests
  • Campaign segmentation by product category
  • Improved Performance Max creative assets

Implementation Highlights

  • Technical ad copy tailored to engineers & procurement teams
  • Global remarketing funnel for long sales cycles
  • Target ROAS bidding once conversion data matured
  • Automatic lead qualification filters to improve sales efficiency

Results

  • 62% increase in qualified B2B leads
  • 35% reduction in wasted spend
  • 4.6× return on ad spend
  • Multiple enterprise-level opportunities generated

“Emmy Ads helped us target the right buyers and eliminate wasted spend. We finally have clarity in our B2B tracking and lead quality.”

Alan

Marketing Director

Phoenix Equipment

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