Vertical 1: Material Handling Division (MHD)
Vertical 2: Printing Solutions
Period: September vs October 2025
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)
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 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.
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.
● 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.
| Metric | September | October | % Growth |
|---|---|---|---|
| Leads | 400 | 681 | +70% |
| Campaigns | 3 | 8 | — |
| Keywords | 3,000+ | 400 | — |
| Conversion Tracking | Not working | Fixed | ✓ |
● 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×
● 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×
| Metric | September | October | % Growth |
|---|---|---|---|
| Leads | 38 | 100 | +163% |
| Campaigns | 2 | 4 | — |
| Keywords | 2,000+ | 300 | — |
| Conversion Tracking | Not working | Fixed | ✓ |
● 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×
● 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×
| 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 |
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.