Choosing the Right Campaign Types for Your Industrial Business

Getting the most out of Google Ads for your industrial business starts with choosing the right campaign type. Each type offers unique benefits and targeting options, making it essential to select the best fit for your goals.

Here’s a breakdown of the common Google Ads campaign types, tailored for this industry:

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1. Search Network Campaigns: Reaching Customers When They Search

What They Are: Search network campaigns target users actively searching for products or services on Google. When someone searches for a term related to your offerings, your ad can appear in the search results.

Benefits for Construction & Manufacturing:

• Direct Intent: You reach customers already interested in what you offer, increasing your chance of converting them into leads or sales.
• Targeted Keywords: Use industry-specific keywords like “concrete contractor,” “steel fabrication,” or “roofing repairs” to ensure your ads show to relevant searchers.
• Location Targeting: Reach customers within your specific region, city, or even a designated radius around your business.

Example: Imagine someone searching for “landscaping services in Brisbane.” Your search network campaign targeting relevant keywords and locations can display your ad prominently.

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2. Display Network Campaigns: Building Brand Awareness and Reaching Wider Audiences

What They Are: Display network campaigns place your ads across a network of websites and apps, reaching users based on their interests and browsing behaviour.

Benefits for Construction & Manufacturing:

• Brand Visibility: Increase awareness for your business across a wider audience, showcasing your projects and services.
• Targeted Interests: Reach users interested in home improvement, building supplies, or relevant industries, even if they’re not actively searching for your services.
• Remarketing: Retarget individuals who have previously visited your website, reminding them about your company and nudging them closer to conversion.

Example: Your ad might appear on a website about home renovation, reaching potential clients who are interested in construction projects, even if they haven’t specifically searched for a contractor yet.

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3. Video Campaigns: Captivating Customers with Visual Storytelling

What They Are: Video campaigns engage users through compelling videos on YouTube and other video platforms.

Benefits for Construction & Manufacturing:

• Showcasing Expertise: Use video to showcase your expertise, project highlights, or customer testimonials, making a lasting impression.
• Increased Engagement: Videos are more engaging than text ads and can build trust and credibility.
• Reach on YouTube: Target your ideal audience through YouTube, reaching users actively seeking video content.

Example: A video highlighting a complex construction project you completed can showcase your skills and draw in viewers interested in your services.

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4. Shopping Campaigns: Showcasing Your Products and Driving Sales

What They Are: Shopping campaigns promote your products directly on Google Search, showcasing images and pricing alongside your product descriptions.

Benefits for Construction & Manufacturing (Especially for Businesses Selling Products):

• Visually Appealing: Showcase your products with high-quality images, attracting attention and highlighting details.
• Product-Specific Targeting: Reach users searching for specific products, like building materials, tools, or equipment.
• Drive Sales: Direct users to your website or online store, encouraging immediate purchases.

Example: If your business sells pre-fabricated building components, shopping campaigns can display your products alongside search results for “modular homes” or “metal building kits.”

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Tailored Strategies for Specific Construction & Manufacturing Businesses:

Here are some tailored strategies for different construction & manufacturing specialisations, taking into account their unique needs:

1. Tilt Panel Construction:

• Focus on Search Network: Target keywords related to tilt-up construction, precast concrete, and specific project types (e.g., industrial buildings, commercial facilities).
• Location Targeting: Reach businesses and developers within your service area, emphasizing your local presence.
• Showcase Your Expertise: Use image and video ads to highlight your expertise in tilt panel construction, showcasing projects and demonstrating your capabilities.
• Landing Page Optimisation: Create landing pages specifically tailored to tilt panel construction projects, offering information about your services and solutions.

Our client, NJ Developments specialises in Tilt-Panel construction and have seen a surge of leads as their website was optimised for keywords like “tilt panel construction sunshine coast” and “tilt panel shed”.

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2. Water Boring:

• Target Local Searchers: Utilize location targeting and keywords related to water well drilling, boreholes, and water supply services in specific regions.
• Highlight Your Services: Use ad copy and visuals to emphasize the specific services you offer, such as well drilling, pump installation, or maintenance.
• Reach Property Owners: Target ads to users searching for “water bore installation,” “water well drilling,” or related terms.
• Offer Free Consultations: Include a call to action in your ads encouraging potential clients to schedule a free consultation.
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3. Tiny Homes:

• Target Home Buyers and Developers: Use keywords related to “tiny home construction,” “prefabricated homes,” “affordable housing,” and “sustainable living.”
• Visual Appeal: Use high-quality images and videos showcasing your tiny home designs, highlighting their unique features and functionality.
• Focus on Search and Display Networks: Reach both actively searching homebuyers and those browsing websites related to sustainable living or affordable housing.
• Showcase Design and Sustainability: Highlight the design elements and eco-friendly features of your tiny homes in your ad copy and visuals.
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4. Mining and Drilling:

• Target Industrial Clients: Focus on keywords related to mining, drilling, exploration, and related industrial services.
• Showcase Expertise: Use ads and landing pages to highlight your experience and capabilities in mining and drilling projects, highlighting projects and equipment.
• B2B Targeting: Target your campaigns towards businesses in the mining and drilling industry, leveraging business-specific keywords and targeting options.
• Promote Safety and Efficiency: Emphasize the safety and efficiency of your services in your ad copy and visuals, highlighting your commitment to industry standards.

Our client, GD Water Solutions’ website was built do target B2B and B2C, through usage of curated content, efficency, safety and uniqueness.

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Choosing the Right Campaign Types for Your Business

There’s no one-size-fits-all approach to Google Ads campaigns. The best strategy will depend on:

• Your Goals: Are you primarily focused on brand awareness, lead generation, or driving sales?
• Your Budget: What’s your budget for Google Ads, and how much can you invest per click or conversion?
• Your Target Audience: Who are you trying to reach? Understanding their interests and behaviours is crucial.

Here are some common combinations for construction & manufacturing businesses:

• Search Network + Display Network: A powerful combination to reach both actively searching customers and a wider audience, building brand awareness while generating leads.
• Search Network + Video Campaigns: Reach users through both text ads and engaging video content, highlighting your expertise and building trust.
• Shopping Campaigns: If you sell products, these campaigns can be a valuable tool for driving direct sales.

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We’re here to help.

Google Ads offers a range of tools and resources to help you optimise your campaigns. Partnering with a digital marketing agency like C. Joseph Studio can give you the expertise and support needed to make informed decisions and achieve your desired results.