Approach

In-Depth Keyword Research and Segmentation

Vertical-Specific Strategy: Extensive research was conducted to identify high-intent search terms relevant to Sandvik Coromant’s key industries, focusing on broader verticals instead of product-specific keywords, including:

• Manufacturing Solutions: Keywords like “advanced manufacturing tools,” “precision machining tools,” and “industrial tool suppliers.”

• Aerospace Industry: Keywords such as “cutting solutions for aerospace,” “aerospace machining tools,” and “high precision aerospace tooling.”

• Automotive Industry: Keywords like “automotive production tools,” “automotive manufacturing cutting tools,” and “automotive machining solutions.”

Tailored Ad Copy

Custom Ad Copy: Developed unique ad copy for each vertical, ensuring relevance to the user’s search intent, without focusing directly on specific products:

• For manufacturing solutions: “Elevate Your Manufacturing Efficiency with Leading Tooling Solutions.”

• For aerospace: “Precision Tools for Aerospace Industry—Engineered for Excellence.”

• For automotive: “Innovative Cutting Tools for Automotive Manufacturers.”

Geo-Targeting and Demographic Segmentation

Location-Specific Targeting: Focused on key regions where Sandvik Coromant has a strong manufacturing presence, including North America, Europe, and emerging markets.

Industry-Specific Targeting: Targeted key industries likely to benefit from Sandvik Coromant’s offerings, including aerospace, automotive, and industrial manufacturing.

B2B Focus: Leveraged platforms like LinkedIn to reach decision-makers in procurement and operations across manufacturing businesses.

Leveraging Facebook Ads for Enhanced Reach

In addition to Google Ads, Facebook Ads was integrated into the strategy to help expand Sandvik Coromant’s reach and engage a broader audience within the manufacturing sector. The tactics included:

• Audience Segmentation & Targeting: Created custom audiences based on website visitors, industry professionals, and lookalike audiences derived from existing customer data.

• Engaging Visual & Video Ads: Developed ads, including video content highlighting Sandvik Coromant’s tools and solutions in sectors like aerospace and automotive, showcasing product applications in action to increase brand visibility.

• Dynamic Remarketing: Leveraged Facebook’s dynamic ad capabilities to re-engage users who had visited Sandvik Coromant’s site or interacted with prior campaigns, featuring relevant product offers.

• Detailed Demographic Targeting: Targeted professionals with specific job titles such as engineers, purchasing managers, and production managers within the manufacturing industry.

• Conversion-Driven Campaigns: Optimized campaigns for lead generation, directing users to landing pages designed to capture contact information and product inquiries.

Optimizing Bid Strategy

Target CPA (Cost-Per-Acquisition): Used Target CPA to ensure the budget was spent efficiently, acquiring the maximum number of high-quality leads at an optimal cost.

Maximize Conversions: Focused on high-potential verticals such as precision tools and aerospace tooling by implementing a Maximize Conversions bid strategy.

Bid Adjustments: Adjusted bids based on device, time of day, and geographic performance to ensure optimal ad placement.

Performance Monitoring and Continuous Optimization

• A/B Testing: Conducted regular A/B testing for ad copy and landing pages, experimenting with different CTAs, product benefits, and visuals to optimize messaging for each vertical.

• Data-Driven Optimization: Refined keyword targeting based on performance data, paused underperforming ads, and adjusted budgets across verticals to improve results.

• Regular Reporting: Provided weekly reports to Sandvik Coromant, ensuring transparency and quickly addressing any campaign shifts.

Results

The integrated Google Ads and Facebook Ads campaigns produced significant improvements across key performance metrics, yielding strong outcomes over six months of optimization:

Key Outcomes:

• Increased Lead Generation: Lead generation surged by over 300%, with 650 qualified leads per month from precision tools and drilling systems. Facebook Ads contributed to an additional 200 leads.

• Improved ROI: CPC and CPL dropped by 30% and 35%, respectively, enabling Sandvik Coromant to achieve a stronger ROI on marketing spend.

• Stronger Market Positioning: The targeted approach helped Sandvik Coromant boost its digital presence in verticals like aerospace and automotive, enhancing brand visibility and credibility.

• Higher Engagement: CTR and conversion rates saw substantial improvements, demonstrating that the strategy resonated effectively with the right audience.

• Facebook Ads Impact: Facebook Ads played a crucial role in extending reach and diversifying the lead generation channels within the manufacturing sector.

Conclusion

By incorporating both Google Ads and Facebook Ads into their digital marketing strategy, Sandvik Coromant successfully enhanced its online presence, improved lead generation, and achieved a significant reduction in cost-per-lead and cost-per-click. The campaign's vertical-focused strategy, combined with data-driven optimization, resulted in stronger engagement, higher ROI, and an expanded lead pool from key industries like aerospace and automotive.

This case study underscores the value of a multifaceted PPC approach, blending Google Ads and Facebook Ads for optimal brand visibility, effective lead generation, and improved campaign performance.