BOOSTING B2B LEAD QUALITY AND PROMOTING NEW PRODUCT LAUNCHES FOR SANDVIK COROMANT USING GOOGLE & LINKEDIN ADS

Sandvik Coromant is a global leader in cutting tool solutions for the metalworking industry. With a focus on innovation, 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.

The Challenge

While Sandvik Coromant had invested in Google Search Ads, the quality of incoming leads did not meet expectations. Their 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 and interest in new product launches, including advanced milling tools and next-gen drilling solutions.

Key Issues Identified:

  • Broad keyword matches in Google driving unqualified traffic

  • Difficulty reaching specific roles such as manufacturing engineers, tooling managers, and plant operations leads

  • Rising CPLs without increased conversion quality

  • Limited visibility for new 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 products

  • 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

A two-platform campaign was launched using Google Ads and LinkedIn Ads, each selected for its strength in reaching and engaging different segments of the target audience.

Google Ads (Search & Display)

Objective

Drive high-intent traffic from technical users actively searching for cutting tool solutions

Execution Highlights:

  • Used Exact Match and Phrase Match keywords such as:

    • “milling tools for aerospace applications”

    • “indexable drills for stainless steel”

  • Created vertical-specific ad groups for key industries: aerospace, automotive, general manufacturing

  • Developed custom landing pages to showcase product specs, tool performance data, and downloadable PDFs

  • Launched display remarketing campaigns to re-engage users with testimonials and engineering application videos

Key Conversions Tracked:

  • Product brochure downloads

  • Request a quote form fills

  • Tool specification page views

  • Demo request submissions

LinkedIn Ads (Sponsored Content & Lead Gen Forms)

Objective

Build brand and product awareness among technical manufacturing professionals and procurement stakeholders

Execution Highlights:

  • Targeted key job titles such as 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 the platform to reduce friction and drive direct engagement

Key Conversions Tracked:

  • Lead Gen Form submissions for gated tooling center

  • Whitepaper and eBook downloads

  • New product page visits

  • Webinar registrations for new tooling solutions

Cross-Platform Remarketing

To keep engagement high and bring users back to key content:

  • 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

Google Paid Search

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

Google Display

Custom Audience Targeting
Visually Engaging Ads
Remarketing Campaigns
Placement Targeting
Performance Optimization
Call-to-Action Focus
Frequency Capping

Facebook Ads

Audience Segmentation & Targeting
Custom Audiences (e.g., website visitors, email lists)
Lookalike Audiences
Engaging Visual & Video Ads
Campaign Objectives (e.g., Traffic, Conversions, Lead Generation)
Budget Allocation & Bid Strategy
A/B Testing
Performance Monitoring
Conversion Tracking
Retargeting and Dynamic Ads
Detailed Demographic Targeting
Ad Placement Optimization (Feed, Stories, Marketplace, etc.)