Bosch Rexroth · Industrial Automation
How I Rebuilt Bosch Rexroth’s Entire PPC Programme and Boosted CTR by 300%
Bosch Rexroth is a global industrial automation leader operating across hydraulics, linear motion, robotics, and more — 30,000+ employees, 80+ countries. When I came in, their Google and LinkedIn paid programmes were a structural mess: campaigns that lumped unrelated business units together, generic ad copy that spoke to no one, and budget burning on irrelevant traffic.
I did the audit, built the restructure plan, and executed it myself. Every campaign, every ad group, every piece of copy, every bid strategy and landing page — I owned the full stack from diagnosis through delivery.
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
When I audited the account I found Hydraulics, Linear Motion, and Automation all competing in the same campaigns. No segmentation, no vertical-specific intent signals, impossible to measure anything meaningfully.
The keyword strategy was almost entirely broad match with no negative keyword lists built out. I calculated how much budget was being burned on irrelevant queries — it was significant and immediately fixable.
Every ad said essentially the same thing regardless of audience. I rewrote the lot — vertical by vertical, use case by use case — with copy that actually reflected what buyers in each industry were searching for.
Ad extensions were either missing or completely misaligned with campaign intent. I built out a full extension strategy that maximised SERP real estate for every vertical.
The tracking setup was full of gaps. I personally implemented the GTM configuration and worked with the dev team to ensure clean attribution across every business unit and campaign type.
Budget was spread evenly across campaigns regardless of performance. I built a reallocation model and redirected spend toward the verticals with the highest conversion potential.
Strategic Approach
Campaign Restructuring by Business Unit
- Personally restructured the entire account — segmenting every campaign by business unit and building dedicated ad groups, keyword lists, and bidding logic for each
- Built vertical-specific targeting strategies for Hydraulics, Linear Motion, Industrial Automation, and Mobile Applications from the ground up
- Prioritised high-value industry verticals — automotive, aerospace, heavy equipment — and built campaigns specifically designed to reach buyers in those sectors
Ad Copy Overhaul
- Rewrote every single ad myself — scrapping the generic messaging and replacing it with copy built around specific end-use applications and buyer pain points for each vertical
- Created industry-specific CTAs that matched user intent at every stage — from awareness to decision
- Ran structured A/B tests across headlines and descriptions, iterating until I had data-backed winners for each business unit
Audience & Keyword Optimization
- Conducted the keyword research myself for each vertical — mapping search intent from top-of-funnel awareness through to high-intent purchase queries
- Built granular audience segments by job title, industry vertical, and buying intent stage
- Wrote and implemented comprehensive negative keyword lists and tightened match types to stop budget bleeding onto irrelevant searches
Smart Bidding & Budget Efficiency
- Transitioned campaigns from manual bidding to Target CPA and Maximize Conversions — and monitored performance through the learning phase to make sure the shift held
- Built and applied device and time-of-day bid adjustments based on my analysis of performance data across verticals
- Made the call to pause underperforming ad groups and personally managed the budget reallocation toward the campaigns that were driving results
Landing Page Optimization
- Conducted a message-match audit across every campaign and landing page — then rewrote and restructured pages that weren't converting
- Personally updated page structure, meta tags, header formatting, and internal linking to align with campaign intent
- Added product specs, industry case studies, and proof points to pages myself — the kind of trust signals that move technical buyers
Cross-Channel LinkedIn Integration
- Built the LinkedIn programme from scratch alongside the Google restructure — designing campaigns aligned to each business unit and its core buyer personas
- Set up and managed the full targeting myself: job title, seniority, industry, and company size filters to reach engineers, ops managers, and procurement decision-makers
- Wrote the Sponsored Content and Lead Gen Forms personally — copy and creative direction both mine
Ad Copy Examples
Results
Measurable Impact Across Google & LinkedIn
Google Ads
The restructure I built — vertical segmentation, precise match types, and rewritten ad copy — drove a 300% CTR improvement across all business units.
CPC fell 40% overall after my restructure. The ad groups I had flagged as worst-performing saw up to an 80% reduction once I rebuilt them from scratch.
The vertical-specific copy and audience segmentation I implemented meaningfully improved lead quality — and my budget reallocation decisions directly drove the ROI improvement.
LinkedIn Ads
The LinkedIn audience architecture I built — persona-based, job-title targeted, with creative I wrote myself — drove a 200%+ lift in conversion volume.
The exclusion lists and intent-based filters I implemented cut unqualified leads from the funnel — the sales team was working better opportunities almost immediately.
Lead Gen Forms I set up and copywritten outperformed off-platform landing pages — better targeting and better copy working together produced a measurable lift in lead-to-MQL conversion.
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.