Not showing up is losing you work
If procurement teams or engineers are searching for your specific capabilities and finding your competitors instead, you are losing work simply because they are more visible.
You may be spending money on Google Ads already, but if you cannot see a clear, measurable ROI in terms of quality leads, your marketing has likely become a "black box".
Show up when it matters most
For technical companies, appearing in search results is not about getting the most clicks.
It is about being visible to the right decision makers and buyers at the exact moment they are looking for what you do.
Show up at the moment it matters
Instead of waiting for the next opportunity to come to you, we bring the leads you need to grow your business. Targeted Google Ads are the most effective way to capture potential clients at the exact second they are searching for your specific expertise.
By using high-intent targeting, we ensure your budget is spent on buyers, not browsers.
This means Ads only appear in front of people who are likely to become clients.
-
Show ads for search terms like:
CNC Machining -
Exclude basic question search terms, ensuring you don’t pay for students or researchers:
What is CNC Machining? -
Target ads based on location, focusing specifically on buyers near key supplier locations:
CNC machining in Portsmouth
Visibility in the AI era
Search has evolved beyond a simple list of links. With the introduction of AI Overviews, many buyers now get their answers directly at the top of the search results page. We ensure your company is part of that conversation.
Our campaigns are designed to appear within these AI-generated summaries, placing your technical authority exactly where modern procurement teams are looking for solutions.
What are AI Overviews, and why do they matter for my company?
Google now uses AI to provide instant, conversational summaries at the top of many search results. This often pushes traditional results further down the page. Our campaigns use AI Overview Ads to include your website in these answers when Google determines you have the right data. Instead of appearing as a link, your company is cited as the "expert answer" within the AI summary, providing immediate reassurance to technical buyers.
An effective marketing strategy for manufacturing and engineering companies defines your unique position in the market. It makes you easier to choose and harder to compete with.
Strategic visibility across the technical buyer’s journey
In sectors like aerospace, defence, and engineering, the path from a first search to a signed contract can take months. To get the highest return on your investment, we deploy Google Ads and AI Overview Ads strategically across the three distinct stages of our B2B marketing process:
Foundations & conversion
Trust & consideration
Awareness & network scaling
By combining traditional Google Search Ads with AI Overview Ads across this framework, we ensure your company covers every angle, no matter how your future client chooses to search.
15 leads every month, from defence, aerospace and medical buyers
Carbon Fibre Tubes makes composite tubes for some of the most demanding sectors there are. We run their Google Ads and SEO to put them in front of the technical buyers searching for exactly what they make, bringing in 15 leads every month.
Marketing that pays for itself
Google Ads should never be a "black box" expense. When managed correctly, they will bring in enough new leads to your website to more than pay for itself.
-
Better ROI
Combining Google Ads with SEO reduces your overall costs and increases conversion rates. -
Agile management
We set up, manage, and optimise the campaigns for you, adjusting them each month based on the quality of leads that come in. -
Total control
You can turn the ads off or on depending on your current facility capacity.
This makes them a perfect tool for building your pipeline or boosting work exactly when you need it.
An average lead value of £33,500
We built Chichester Farm Machinery's website and run their Google Ads, bringing in enquiries with an average lead value of £33,500.
More than just Google Ads management
Managing a Google Ads campaign for a technical company requires more than just keyword matching; it requires an understanding of long procurement cycles and complex industrial workflows.
We bridge the gap between your technical expertise and what your buyer is actually looking for.
Our Google Ads service is a complete, managed solution that ensures your business shows up for what you do, exactly where you do it.
Beyond the "black box"
Marketing without a strategy is just a to-do list. We only work with clients where we are confident we can generate a positive ROI. By applying our proven 3-step B2B marketing process, we ensure your Google Ads are not running in isolation but are supported by a solid website foundation and compelling technical content. When your foundation is solid, high-intent Google Ads allow you to reach buyers who don’t know you yet, helping you scale beyond your immediate network of referrals.
We're Google partners
We are Google Partners, meaning we have passed the necessary exams and have over 16 years of experience managing successful Google Ads campaigns for technical companies.
Click the badge to check our credentials. This should work for other companies too, if you can’t click the badge, they’re not really partners.
Getting more of the right leads
We use a tried and tested process for managing Google Ads that aligns with our 3-step B2B marketing process:
1 Setup
We set up your professional ads account and create a bespoke campaign tailored to your technical sector.
2 Launch
We launch, manage, and optimise the campaign. It should begin generating enquiries to your website within days.
3 Report and Plan
Each month, we provide straight-talking performance reports. We discuss how to use ads for next month’s pipeline and can scale the budget up or down depending on your capacity.
Guaranteed results from Google Ads
We’ve helped hundreds of technical companies get more leads with Google Ads. We are so confident that our approach will deliver for your business that we guarantee it. If after 3 months, Ads are not delivering the leads you need, we will keep working on the campaign until it does, with no charge.
So if it’s not working, it’s free until it does.
Frequently asked questions about Google Ads
I’ve tried Ads before, why will it work this time?
We provide a free account audit for companies that have previously tried Google Ads. During this audit, we’ll identify the areas that weren't optimised and explain why previous efforts likely failed. Because our results are guaranteed, there is no risk to your business this time.
I’ve not tried Ads before, how much do I need to spend to make it work?
We recommend a starting monthly budget of £1,500 to £2,000, which covers both our specialist management and the Ad spend paid to Google. As Partners, we can often unlock free Ad spend budget vouchers from Google for new accounts to maximise your initial investment.
How do I measure the ROI?
We provide straightforward, jargon-free reporting focused on the metrics that actually matter to your bottom line: lead quality and enquiries. Because we understand that technical companies often have long sales cycles, we don't just look at immediate "clicks." We track how many procurement teams or engineers are engaging with your website and reaching out for a technical discussion. You will always know exactly how your budget is being spent and the value of the pipeline it is creating.
How do you stop wasted budget?
Wasted budget usually occurs when Ads are shown to the wrong audience, such as students, job seekers, or people seeking general definitions. We use "negative keyword" mapping and specialist targeting techniques to ensure your Ads appear only for high-intent technical searches. We also use technical copywriting to "pre-qualify" every click; by speaking your industry's specific language, we discourage casual browsers and ensure your budget is focused on decision-makers seeking a specialist partner.
Do you make the Ads in my account?
Yes. We believe in total transparency and "no black boxes." We set up and manage the Ads directly within your own Google Ads account. This means you have full ownership of the data and a clear view of exactly what Google is charging you versus our management fee. If you ever decide to move on, you keep the account, the history, and all the optimisations we have made.
Should I use Google Ads or LinkedIn Ads?
It depends on where your ideal clients are in their journey. Google Ads is best for capturing intent, reaching people actively searching for a solution right now. LinkedIn Ads is better for targeting, getting your company in front of specific job titles or engineering teams at specific companies, even if they aren't searching yet. For most technical companies, we recommend starting with Google Ads to capture active buyers, then using LinkedIn to build long-term authority.
Do you really guarantee results?
Yes. We are so confident in our process and our 20 years' experience in technical sectors that we offer a formal guarantee. If, after the first three months, our Google Ads management is not delivering the leads your company needs, we will continue working on the campaign at no charge until it does. We only win when you win, so if it isn't working, our management fee is waived until it is.
Why choose Pallant Studio for Google Ads?
With a background in process engineering and over 20 years of technical B2B marketing experience, we understand supply chains, NDAs, and industrial workflows. We specialise in sectors like manufacturing, aerospace, defence, and industrial automation, industries where what you are selling takes time and consideration.
We don't suggest generic marketing tactics; we focus on making your company easier to choose and harder to compete with by highlighting your unique technical authority. Let’s talk about how we will use Google Ads to generate the quality leads you need to grow.
