Case Study: Leading Industrial Manufacturer

Vertical 1: Material Handling Division (MHD)
Vertical 2: Printing Solutions
Period: September vs October 2025

Overview


Leading Industrial Manufacturer partnered with us to manage their Google Ads campaigns for two major business units — MHD and Printing.

After a complete account restructuring, keyword optimization, and fixing conversion tracking, both verticals showed massive improvements in lead generation and performance quality.

● MHD Leads: 400 → 681 (+70% growth)
● Printing Leads: 38 → 100 (+163% growth)
● Conversion tracking: Fixed and optimized
● Campaigns: From 5 broad campaigns (5,000+ keywords) → 12 precise campaigns (700 high-intent keywords)

About the Client


Leading Industrial Manufacturer Vertical 1 & Vertical 2 is one of India’s largest and most trusted brands in industrial equipment and printing solutions.

They have many verticals but we are handling their two main verticals that are:

1. Material Handling Division (MHD): Industrial lifting, storage, and warehouse handling equipment.
2. Printing Solutions: Advanced printing machinery and large-scale printing setups.

The Challenge


The account had 5 campaigns with 5,000+ keywords, leading to poor tracking and irrelevant traffic.
Ads lacked category-level targeting; lead quality was inconsistent.
Conversion tracking was broken, so ROI was unmeasurable.
The brand wanted to increase lead volume and track revenue impact clearly.

Strategy & Approach


1. Restructure Campaigns: Split into 12 category-wise campaigns based on product segments.
2. Keyword Cleanup: Reduced from 5,000 → 700 high-intent keywords.
3. Tracking Fix: Implemented full-funnel tracking for form fills, calls, and conversions.
4. Ad Copy Optimization: Created category-specific ad creatives aligned with buyer intent.
5. Budget Realignment: Directed higher budget to converting categories.
6. Continuous Optimization: Monitored daily, adjusted bids, and refined keywords weekly.

Execution Highlights


Created new landing pages per product category for improved Quality Score.
Eliminated wasteful keywords and added negatives.
Activated real-time conversion tracking across all ad assets.
Increased CTR and lead quality through precise audience targeting.

Results for MHD Vertical


Metric September October % Growth
Leads 400 681 +70%
Campaigns 3 8
Keywords 3,000+ 400
Conversion Tracking Not working Fixed

Minimum Revenue Estimate (10% Conversion Rate)


10% of 681 leads = 68 customers
Avg. revenue per customer = ₹2,00,000
Total Revenue = 68 × ₹2,00,000 = ₹1.36 Cr
ROI = (₹1.36 Cr − ₹1.37 L) / ₹1.37 L ≈ 98×
ROAS = ₹1.36 Cr ÷ ₹1,37,000 ≈ 99×

Optimistic Revenue Estimate (30% Conversion Rate)


30% of 681 leads = 204 customers
Total Revenue = 204 × ₹2,00,000 = ₹4.08 Cr
ROI = (₹4.08 Cr − ₹1.37 L) / ₹1.37 L ≈ 297×
ROAS = ₹4.08 Cr ÷ ₹1,37,000 ≈ 298×

Results for Printing Vertical


Metric September October % Growth
Leads 38 100 +163%
Campaigns 2 4
Keywords 2,000+ 300
Conversion Tracking Not working Fixed

Minimum Revenue Estimate (10% Conversion Rate)


10% of 100 leads = 10 customers
Avg. revenue per customer = ₹2,00,000
Total Revenue = 10 × ₹2,00,000 = ₹20,00,000 (₹20 Lakh)
ROI = (₹20 L − ₹1.61 L) / ₹1.61 L ≈ 11×
ROAS = ₹20 L ÷ ₹1,61,000 ≈ 12.4×

Optimistic Revenue Estimate (30% Conversion Rate)


30% of 100 leads = 30 customers
Total Revenue = 30 × ₹2,00,000 = ₹60,00,000 (₹60 Lakh)
ROI = (₹60 L − ₹1.61 L) / ₹1.61 L ≈ 36×
ROAS = ₹60 L ÷ ₹1,61,000 ≈ 37×

Combined Summary (Both Verticals)


Vertical Leads Ad Spend Revenue (10%) Revenue (30%)
MHD 681 ₹1,37,000 ₹1.36 Cr ₹4.08 Cr
Printing 100 ₹1,61,000 ₹20 L ₹60 L
Total 781 ₹2,98,000 ₹1.56 Cr ₹4.68 Cr

Conclusion


With just one month of structured optimization and accurate tracking, Nilkamal’s Google Ads performance improved dramatically.

MHD leads grew 70% with 99×–298× ROAS.
Printing leads grew 163% with 12×–37× ROAS.
Every rupee spent now delivers clear, measurable ROI.

Even on the minimum revenue base of ₹2 lakh per client and minimum conversion rates (10–30%), the results show strong profitability.
In reality, Nilkamal’s clients often purchase in bulk, meaning actual returns are likely much higher — but we’ve kept the analysis on the minimum side to respect client data confidentiality.