Sandvik Coromant · Industrial Cutting Tools
Revamping PPC Campaigns to Boost Product Vertical Visibility and Drive Sales
Sandvik Coromant is a global leader in cutting tool solutions for the metalworking industry. Their product lines include precision tools for turning, milling, drilling, and additive manufacturing. As the company prepared to launch new product lines in key verticals, they needed to strengthen their digital presence and improve the quality of leads entering the pipeline.
A two-platform strategy using Google Ads and LinkedIn Ads was designed to reach technical decision-makers at industrial manufacturers — improving lead quality, increasing new product visibility, and lowering cost-per-lead simultaneously.
Scope of Work
- Keyword Research & Targeting
- Ad Copy Creation
- Ad Extensions
- Bid Strategy
- A/B Testing
- Conversion Tracking
- Performance Monitoring
- Custom Audience Targeting
- Remarketing Campaigns
- Placement Targeting
- Frequency Capping
- Sponsored Content
- Lead Gen Forms
- Matched Account Lists
- Audience Segmentation
- Retargeting
The Challenge
Reaching the Right People in a Technical Market
While Sandvik Coromant had invested in Google Search Ads, the quality of incoming leads did not meet expectations. Ads were attracting broad traffic that often lacked the technical background or decision-making power needed for conversion. The company also needed to generate awareness around new product launches, including advanced milling tools and next-gen drilling solutions.
Broad keyword matches in Google were driving high volumes of traffic from users without the technical background or purchasing authority to convert.
Difficulty reaching specific roles — manufacturing engineers, tooling managers, and plant operations leads — who drive purchase decisions.
Cost-per-lead was climbing without a corresponding improvement in conversion quality, eroding campaign efficiency across existing campaigns.
Limited awareness for newly launched milling and drilling products among technical and enterprise manufacturing audiences.
Campaign Goals
- Improve lead quality by targeting technical and decision-making roles in industrial sectors
- Increase visibility and engagement around newly launched product lines
- Lower cost-per-lead while increasing the volume of relevant contacts
- Leverage LinkedIn and Google as complementary platforms for engagement and conversion
The Paid Media Strategy
High-Intent Search Campaigns
- Used Exact Match and Phrase Match keywords to capture high-intent technical queries
- Created vertical-specific ad groups for aerospace, automotive, and general manufacturing
- Developed custom landing pages showcasing product specs, tool performance data, and downloadable PDFs
- Launched display remarketing campaigns to re-engage users with testimonials and application videos
Technical Audience Targeting on LinkedIn
- Targeted key job titles: Manufacturing Engineer, Tooling Specialist, and Plant Manager
- Ran Sponsored Content featuring new product releases, ROI-focused case studies, and comparison sheets
- Used Matched Account Lists to reach enterprise manufacturers in priority markets
- Deployed Lead Gen Forms within LinkedIn to reduce friction and drive direct engagement
Cross-Platform Remarketing Sequences
- Built Google Ads remarketing audiences from product page visitors
- Created LinkedIn retargeting segments based on asset engagement and video views
- Ran targeted sequences showing product benefits, technical comparisons, and downloadable materials
Conversion Tracking by Platform
- Tracked product brochure downloads and request-a-quote form fills via Google Ads
- Monitored tool specification page views and demo request submissions
- Measured LinkedIn Lead Gen Form submissions, whitepaper downloads, and webinar registrations
- Attributed new product page visits across both platforms for full-funnel visibility
Results
Improved Quality, Visibility & Efficiency
Precise keyword targeting, match type refinement, and vertical segmentation reduced CPL while maintaining and growing lead volume.
Targeting technical roles and decision-makers directly — via LinkedIn job title filters and refined Google match types — significantly improved lead-to-MQL rates.
Dedicated launch campaigns on both platforms drove meaningful awareness and engagement for new milling and drilling product lines among target verticals.
LinkedIn Lead Gen Forms reduced friction and drove higher submission rates compared to off-platform landing pages.
Cross-platform remarketing sequences re-engaged warm audiences with progressive content, improving overall pipeline velocity.
Google and LinkedIn operated as complementary channels — search captured active intent while LinkedIn built awareness among hard-to-reach technical roles.
Conclusion
By deploying Google and LinkedIn as complementary rather than competing channels, the campaign addressed both active search intent and passive audience discovery. Precise targeting of technical and procurement roles eliminated wasted spend while elevating the quality of every lead entering the pipeline.
The result was a scalable paid media framework that supported both ongoing lead generation and new product launch objectives — proving that the right audience strategy matters as much as the right platform.