Here’s the simple version of how to use it, and what to watch out for.
Start by targeting intent
In engineering, people search when they have a job to do.
Terms like “injection mould toolmaker”, “CNC machining for aluminium”, or “fuel polishing service” all show clear intent.
These keywords usually deliver the best return because the user is already looking for a solution.
Use dedicated landing pages
Sending Google Ads traffic to your homepage is where most campaigns go wrong.
Each advert should point to a specific page that:
- Explains the service clearly
- Shows capability
- Answers the usual buying questions
- Makes it easy to enquire
Keep control of the settings
Google likes to automate everything, but engineering companies often need tighter control.
Watch out for:
- Broad match keywords pulling in irrelevant traffic
- Ad suggestions that drift away from your sector
- Locations expanding far outside your target area
- Google choosing keywords you would never bid on
Track the right conversions
This is essential.
If you don’t track enquiries properly, Google will optimise your campaign for the wrong things.
Set up tracking for:
- Contact forms
- Phone calls
- Quote requests
- Key pages viewed
Avoid the common pitfalls
- Letting Google spend your budget too widely
- Using keywords that describe what you do, not what customers search
- No negative keyword list (leading to wasted spend)
- Relying solely on Performance Max without checking the detail
- Poor landing pages - the single biggest reason campaigns fail
Where Google Ads fits in engineering marketing
Google Ads is a demand-capture tool.
It reaches prospects at the moment they’re searching, comparing suppliers, or trying to solve a technical problem. Used properly, it brings in fast, measurable enquiries and supports longer-term channels like SEO and LinkedIn.
Going deeper
We could cover hundreds of pages on the subject of Google ads, so to avoid you that pain why not ask your question direct?
We’re super helpful and not here to sell at you.