Case study: Google Ad Campaign for an Automation Solutions Corporate Company 2023
This Google ad campaign was not just about driving traffic—it was about positioning the brand as a visionary in the future of automation, empowering industries worldwide to decarbonize and innovate in manufacturing.
Build ads collaborated with a global leader in automation solutions with a clear mission—boost brand visibility and drive registrations for their high-profile virtual event. Targeting professionals in industries like manufacturing, energy, and oil refineries, the event aimed to spotlight decarbonization strategies and automation innovations in plant operations.
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Through a highly-targeted Google Ads campaign, we crafted a tailored strategy that combined precision audience targeting, powerful keywords, and dynamic creatives. Our goal was to ensure that professionals from key sectors not only saw the event but felt compelled to engage and sign up
The Challenge
In 2023 Build Ads Online approached an automation solutions corporate company with a critical mission—boost brand awareness and drive sign-ups for their high-profile online event.
This event aimed to engage professionals in the automation and manufacturing sectors, focusing on sustainability in plant operations and decarbonization strategies.
The company needed to reach a global audience across regions like the Asia Pacific, United States, Europe, and Canada.
With a diverse audience spanning industries such as manufacturing, oil refineries, and energy, the challenge lay in not only reaching the right people but also ensuring the message resonated deeply enough to spark action—signing up for the event.
TheStrategy: Campaign Creative
At the heart of our strategy was Build Ads’ 4-step ad creation process—an approach that transforms a campaign from ideation to high-performance results. By applying this process, we ensured that every element of the campaign, from audience targeting to creative messaging, aligned seamlessly with the event’s objectives.
Audience Targeting & Segmentation
We began by tapping into the customer’s existing contact list, reaching out to companies that had already engaged with the brand through prior interactions. But we did not stop there.
Using Google Ads’ powerful targeting capabilities, we used additional audience attributes to ensure the campaign reached decision-makers across key sectors.
By narrowing the audience down by job functions (research, purchasing, engineering, IT, operations, and more) and seniority levels (senior managers, directors, VPs, and C-suite executives).
We ensured the ads were seen by those with the power to drive change within their organizations.
Our targeting was laser-focused on professionals from industries like manufacturing, oil refineries, and energy—sectors that stood to benefit most from the automation and decarbonization solutions being discussed at the event.
Keyword & Creative Strategy
The key to reaching the right people is speaking their language. With that in mind, we focused on high-impact keywords related to the event’s themes. These included terms like:
- Plant Decarbonization
- Automation Solutions
- ESG Sustainability
- Machine Automation
- Wireless Solutions
These keywords ensured relevance in searches and heightened visibility among professionals already invested in sustainability and automation.
In terms of creatives, we knew the importance of making an impact in limited time. We crafted Fifteen (15) unique headlines, and Six (6) descriptions designed with a strong call-to-action (CTA), encouraging potential attendees to sign up for the event.
Each headline was tailored to highlight key benefits of attending, including exclusive insights on sustainability trends and next-gen automation solutions.
Collaboration & Asset Creation
A major strength of this campaign was the close collaboration with the customer. We did not just create ads—we co-created a vision with the customer, ensuring they had full control over the final messaging, tone, and visuals.
The creative process was dynamic, allowing the customer to review, tweak, and refine every asset to ensure it aligned perfectly with their brand and event goals.
We also collaborated with them to produce visually compelling image and video assets that adhered to Google’s display guidelines while captivating the attention of the target audience.
These assets were not just visually appealing; they were optimized for ad performance, ensuring maximum visibility on Google’s platforms.
Real-Time Optimization & Results
Once the campaign launched, our work was far from done. We conducted weekly performance reviews to monitor real-time data, allowing us to fine-tune audience targeting, optimize ad copy, and tweak creatives to ensure maximum engagement.
By A/B testing different headlines and visual assets, we were able to quickly determine which elements resonated best with the audience, leading to increased click-through rates (CTR) and a surge in sign-ups.
The Results
The campaign delivered strong outcomes, meeting the primary goal of boosting event sign-ups while increasing brand awareness for the customer’s automation solutions. Key achievements included:
- High-Quality Leads: Thanks to precise audience targeting, we successfully reached professionals most likely to attend, generating a steady stream of high-quality leads.
- Low Cost-Per-Click (CPC): Our strategic optimization resulted in a low CPC, ensuring the budget was spent efficiently and delivering a strong return on investment (ROI).
- Effective CTAs: The use of sign-up, email, and call buttons in the ads led to a significant increase in lead acquisition and event registration.
What Worked
- Precise Audience Segmentation: By using the targeting on job functions, seniority, and industry, we ensured that only high-priority users clicked the ads, reducing wasted spend and increasing conversion rates.
- Cost Efficiency: The campaign maintained a low CPC while generating high-quality traffic, making it cost-effective for event sign-ups and boosting brand visibility.
- Strong CTAs: Our focus on actionable, clear CTAs helped drive potential attendees directly to the event sign-up page, increasing the number of registrations
Key Takeaways for Future Campaigns
- Localization: While the campaign performed well globally, localized ad copies for non-English-speaking countries could have further boosted engagement. For future campaigns, we recommend tailoring ads to native languages in key markets like Asia and Europe.
- Remarketing Strategy: Although the campaign was successful in generating leads, a post-campaign remarketing strategy targeting users who interacted with the ads but did not complete the sign-up process could have driven even more conversions.
- Creative Diversification: Expanding beyond traditional ads by using video shorts and carousel ads on platforms like YouTube and LinkedIn would likely increase engagement. Incorporating more visual storytelling could further captivate audiences in future campaigns.
Through Build Ads’ expert strategy and collaboration, the customer not only met their event sign-up goals but also solidified their position as a leader in automation solutions, particularly in the realm of sustainability.
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Kristofer Lazona
Build Ads Agency Partner
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