Case ·Google Ads · B2B · Industrial equipment
VectorTool: 76 B2B leads for high-value machines at 289 UAH per lead
Sales of CNC punching presses and press brakes. We built the analytics, connected Merchant, launched PMax + search and took the project to 30+ leads/mo.
📍 Ukraine
VectorTool — industrial equipment
★ 30+ leads/mo, CPL ~$3
Key metrics
The key numbers
76
Leads
over the whole period
289 ₴
CPL
average cost per lead
22k ₴
Budget
over the whole period
5 765
Clicks
on the link
3,7 ₴
CPC
average cost per click
30+
Leads/mo
consistently while scaling
Client
Who they are and what they sell
VectorTool is a supplier of high-value CNC punching presses and press brakes for industrial manufacturers. A long deal cycle and a high average sale value.
Challenge
A stable, scalable LeadGen system
Build an ad structure for sales that works stably and can scale — to control lead quality and sources for each product line.
The starting situation
What there was before us
- The ad campaigns had no clear structure by product line.
- The site was technically underdeveloped for the eCommerce niche: there was no functional sales funnel (cart, checkout).
- No configured conversions, conversion values, call tracking or source tracking.
- No product split by category and no shopping campaigns — traffic came from search only.
What we did
The launch steps
- We set upGA4, correct conversion passing into Google Ads, and separated primary and secondary events.
- We connected Merchant Center and segmented the products by category for the shopping campaign.
- We separated two categories: machines (expensive, long cycle) and tools (cheap, fast cycle).
- PMax — narrow B2B targeting; search — users with high commercial demand.
- We created custom audiences to find new potential clients.
- Site work: a selling landing page structure, speed, USP, catalog refinements for the sales funnel, Clarity.
- After the first stable results — optimization of high-frequency products and scaling.
Screenshots
Campaign structure and the account
Result
What the client got
- 76 leads over the whole period at a 289 UAH CPL.
- A steady 30+ leads every month while scaling — with control over quality and sources.
- The cost per request holds at ~$3 even with further scaling.
- Analytics and an account structure built for eCommerce + B2B.
Selling industrial equipment?
Package: Google Ads + Merchant + analytics for B2B
We’ll build PMax + search + shopping campaigns with segmentation and clean analytics.