BOSCH REXROTH PPC CAMPAIGN REVAMP FOR BUSINESS UNITS ACROSS INDUSTRIAL AUTOMATION

Google Paid Search

Keyword Research & Targeting
Ad Copy Creation
Ad Extensions
Bid Strategy
A/B Testing
Conversion Tracking
Performance Monitoring

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 focuses on offering high-quality, innovative products and solutions to various industries such as automotive, manufacturing, energy, and construction.

Project Objectives

  • Increase traffic and click-through rates (CTR) by revamping underperforming PPC campaigns.

  • Improve messaging relevance by aligning ad copy with specific business units and their 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)

Before optimizing, I conducted a full audit of Bosch Rexroth’s existing campaigns. Key findings included:

  • Unorganized structure: Campaigns grouped multiple business units together, making targeting inefficient.

  • Broad keyword use: Excessive broad match terms and minimal negative keywords led to irrelevant traffic.

  • Low-quality ad copy: Messaging was generic and failed to speak to specific industries or solutions.

  • Underused ad extensions: Missing or misaligned extensions reduced visibility and impact.

  • Tracking gaps: Incomplete conversion tracking made it hard to attribute leads to specific business units.

  • Poor impression share: High-value industrial verticals were underfunded and underperforming.

These issues became the foundation for a complete campaign restructure.

Challenges

  • Low CTR and poor engagement due to irrelevant or generic messaging.

  • Wasted spend from broad targeting and lack of segmentation.

  • Inconsistent landing pages and poor message match between ads and onsite content.

  • Outdated bidding strategies and limited optimization efforts.

Strategic Approach

Campaign Restructuring by Business Unit

  • Segmented campaigns by business unit: Hydraulics, Linear Motion, Industrial Automation, Mobile Applications, etc.

  • Created dedicated ad groups, keyword lists, and targeting for each vertical (e.g., "hydraulic pumps for excavators").

  • Built campaigns for high-priority industries like automotive, aerospace, and heavy equipment.

Ad Copy Overhaul

  • Rewrote ad copy to highlight benefits and end-use applications for each business unit:

    • Hydraulics: “Efficient Hydraulic Systems for Heavy Machinery – Increase Uptime and Productivity.”

    • Automation: “Streamline Manufacturing with Intelligent Factory Automation Solutions.”

    • Mobile Applications: “Reliable Drive Systems for Off-Highway Vehicles – Built for Performance.”

  • Added industry-specific CTAs such as “Explore Custom Hydraulic Solutions.”

Audience & Keyword Optimization

  • Performed detailed keyword research for each application.

  • Built audience segments by job title, industry, and buying intent (e.g., engineers, procurement leads).

  • Used negative keywords and match types to control traffic quality.

Smart Bidding & Budget Efficiency

  • Introduced Google Ads automated bidding strategies (Target CPA, Maximize Conversions).

  • Applied device and time-based bid adjustments to prioritize mobile and high-intent time windows.

  • Paused low-performing ad groups to reallocate spend toward high-performing ones.

Landing Page Optimization

  • Aligned landing pages with ad copy and keyword intent.

  • Updated page structure, meta tags, internal links, and header formatting.

  • Enhanced content with visuals, product specs, industry case studies, and proof points.

  • Conducted A/B testing to improve conversion rates.

Cross-Channel Integration with LinkedIn Ads

  • Created LinkedIn campaigns aligned with business units and verticals.

  • Used job title, industry, and seniority targeting to reach engineers, operations managers, and procurement leads.

  • Ran Sponsored Content and Lead Gen Forms that addressed industry pain points and product benefits.

Results

Google Ads

  • CTR improvement: More relevant campaigns increased engagement across all business units.

  • 40% decrease in CPC overall, with up to 80% decrease in the worst-performing ad groups.

  • Better lead quality from targeted messaging and industry-specific segmentation.

  • Higher ROI from budget reallocation and conversion-focused optimizations.

LinkedIn Ads

  • 200%+ increase in conversion volume, driven by persona-based segmentation and job title targeting.

  • Reduced unqualified leads through intent-driven audience filters and retargeting.

  • Improved click-through rates with refined messaging, better creative formats, and A/B testing.

  • 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.