Bosch Rexroth · Industrial Automation
How Bosch Rexroth’s PPC Overhaul Boosted CTR by 300%
Bosch Rexroth is a leading global provider of industrial automation and technology solutions, serving multiple business units including assembly technology, robotics, hydraulics, linear motion, and industrial automation. With over 30,000 employees and a presence in more than 80 countries, Bosch Rexroth serves industries such as automotive, manufacturing, energy, and construction.
Existing PPC campaigns were underperforming across all business units. I led a full campaign restructure to align messaging with specific verticals, reduce wasted spend, and improve lead quality at scale.
Scope of Work
- Keyword Research & Targeting
- Ad Copy Creation
- Ad Extensions
- Bid Strategy
- A/B Testing
- Conversion Tracking
- Performance Monitoring
- Sponsored Content
- Lead Gen Forms
- Audience Segmentation
- Retargeting
- Message Match
- CRO & A/B Testing
- Content & UX Improvements
Project Objectives
- Increase traffic and click-through rates by revamping underperforming PPC campaigns
- Improve messaging relevance by aligning ad copy with specific business units and end-use applications
- Reduce wasted spend and increase lead quality through smart bidding and segmentation
- Optimize landing pages to improve conversion rates and campaign ROI
Campaign Audit — Pre-Optimization
What We Found
Campaigns grouped multiple business units together, making targeting inefficient and performance measurement unreliable.
Excessive broad match terms and minimal negative keywords led to irrelevant traffic and wasted budget.
Messaging was generic and failed to speak to specific industries or solutions, suppressing CTR across all verticals.
Missing or misaligned extensions reduced visibility and impact, leaving significant SERP real estate unclaimed.
Incomplete conversion tracking made it hard to attribute leads to specific business units or campaigns.
High-value industrial verticals were underfunded and underperforming due to misallocated budgets.
Strategic Approach
Campaign Restructuring by Business Unit
- Segmented campaigns by business unit: Hydraulics, Linear Motion, Industrial Automation, Mobile Applications
- Created dedicated ad groups, keyword lists, and targeting for each vertical
- Built campaigns for high-priority industries including automotive, aerospace, and heavy equipment
Ad Copy Overhaul
- Rewrote ad copy to highlight benefits and end-use applications for each business unit
- Added industry-specific CTAs such as “Explore Custom Hydraulic Solutions”
- A/B tested headlines and descriptions to surface highest-performing variants
Audience & Keyword Optimization
- Performed detailed keyword research for each application and vertical
- Built audience segments by job title, industry, and buying intent
- Used negative keywords and match types to control traffic quality
Smart Bidding & Budget Efficiency
- Introduced automated bidding strategies: Target CPA and Maximize Conversions
- Applied device and time-based bid adjustments to prioritize high-intent windows
- Paused low-performing ad groups and reallocated spend toward top performers
Landing Page Optimization
- Aligned landing pages with ad copy and keyword intent for message match
- Updated page structure, meta tags, internal links, and header formatting
- Enhanced content with visuals, product specs, industry case studies, and proof points
Cross-Channel LinkedIn Integration
- Created LinkedIn campaigns aligned with business units and target verticals
- Used job title, industry, and seniority targeting to reach engineers, operations managers, and procurement leads
- Ran Sponsored Content and Lead Gen Forms addressing industry pain points
Ad Copy Examples
Results
Measurable Impact Across Google & LinkedIn
Google Ads
More relevant, vertically-segmented campaigns increased engagement and click-through rates across all business units.
Overall cost-per-click fell 40%, with the worst-performing ad groups seeing up to an 80% reduction following restructuring.
Targeted messaging and industry-specific segmentation improved lead quality and higher ROI from budget reallocation.
LinkedIn Ads
Persona-based segmentation and job title targeting drove a 200%+ increase in conversion volume on LinkedIn.
Intent-driven audience filters and retargeting significantly reduced unqualified leads entering the funnel.
Higher lead-to-MQL conversion rates from LinkedIn Lead Gen Forms due to better targeting and content alignment.
Conclusion
By restructuring the PPC program around Bosch Rexroth’s business units and industry-specific applications, we dramatically improved campaign performance. The combination of relevant messaging, audience segmentation, smart bidding, and landing page alignment led to better engagement, higher-quality leads, and a more efficient use of budget across both Google Ads and LinkedIn.
This created a scalable foundation for long-term growth — and proved that tailored messaging, when combined with platform-specific strategy, drives real business outcomes.