Initube cuts cost per lead by 46% with Google Ads and multilingual SEO

The client

Initube is an industrial company based in Barcelona that specialises in custom-cut metal profiles: tube, beams, H, L and T sections, sheet metal and CNC parts in steel, aluminium, brass and galvanised steel.

Its typical customer is an industrial or construction company that needs made-to-measure parts on a tight deadline. It operates in a niche with high purchase intent and little digital competition: anyone searching for “laser cutting Barcelona” or “custom beams” has a specific, immediate need.

Cronuts Digital has worked with Initube since March 2022 across its entire digital presence: website, paid advertising, organic search, email marketing and social media.

The challenge

In 2022 Initube had virtually no digital presence. No optimised website, no active campaigns and no organic visibility on Google. The business ran entirely on referrals and direct contacts.

The challenge was twofold. First, build a digital infrastructure from scratch that would generate real demand. Second, do it in an industrial sector where search volumes are low but purchase intent is very high. The goal was never to reach millions of people, but exactly the ones who need what Initube offers, at the moment they need it.

On top of that, galvanised steel and metal profiles are in demand in France and other European markets. Capturing that demand required content and rankings in the local language, not just machine translation.

How we did it

We treated Initube’s digital channel as a system: every lever feeds the others and is optimised month after month.

A multilingual website built to rank

We redesigned the website with an SEO-first architecture and created Spanish, Catalan, French and English versions, each with its own content and independent URL structure. The aim was not to translate, but to be relevant for industrial searches in every market.

Google Ads focused on cost per lead

We launched tightly segmented search campaigns on high-intent terms: laser cutting, plasma cutting, custom beams, CNC parts. From day one we measured success by cost per lead (CPL), not click volume, and kept iterating campaign structure, ads and landing pages to get the most out of every euro.

SEO and content for industrial buyers

We built a blog that answers the questions buyers actually ask: steel types, differences between cutting processes, material guides. The French channel got special attention, with articles designed for searches in French-speaking markets.

Email marketing with ActiveCampaign

We set up nurturing flows in ActiveCampaign to stay in touch with leads and customers, reinforce the value proposition and drive repeat orders.

B2B social media

We manage Instagram and LinkedIn to keep the brand visible in the industrial sector, strengthen its digital reputation and add touchpoints throughout the buying cycle.

Results

After more than four years of collaboration, every one of Initube’s digital channels shows sustained improvement.

Google Ads CPL down 46%

Cost per lead has fallen from €13.77 to €7.49 between the start of the campaigns and June 2026, while lead volume kept growing.

The drop did not come from lowering the quality bar, but from sharper targeting, better ads and optimised landing pages.

From zero to over 21 million organic impressions

Google Search Console shows steady growth: from virtually no visibility in 2022 to around 8 million impressions and 800 clicks in 2024, and a run rate of over 21 million impressions and 3,500 clicks a year in 2026.

The French channel in the top 3

French-language SEO has taken Initube into the top 3 for industrial searches in French-speaking markets. The query “acier galvanisé rouille” holds an average position of 2.6 and drives more than 750 clicks a quarter from France and Belgium alone. French pages now account for 40% of total organic traffic.

Google Ads in cumulative figures

• 216,000+ clicks to the website in four years.
• 21.3 million brand impressions.
• A steady 1% CTR with a budget controlled month by month.
• Return measured in leads, not vanity metrics.

In industrial B2B, precision beats volume

Initube shows what happens when an industrial business with a strong product commits to digital in a serious, sustained way. In B2B niches the key is being exactly where the buyer is when the need arises: well-targeted Google Ads plus organic content that answers real industry questions builds a lead engine that keeps improving over time.

The French channel proves it: going international does not require an agency in every country, just relevant content in the buyer’s language and a dedicated ranking strategy for that market. And the 46% drop in CPL is not luck, but the result of iterating ads, landing pages and targeting month after month.

Frequently asked questions

Which sectors does industrial digital marketing work best for?

It works especially well where active search is the main way to find suppliers: metalworking, custom machinery, building materials and technical components. Anyone searching on Google already has a specific need, which drives far higher conversion than other channels.

How long does it take to see a return from Google Ads for a B2B company?

With a well-configured campaign, the first leads usually arrive within a few weeks. Optimising CPL, however, takes months: you need enough data to fine-tune bids, ads and targeting. Initube’s CPL has kept improving for four years.

Is French SEO worth it if my company mainly operates in Spain?

Yes, if your product has demand in France or Belgium. Creating French content costs very little compared with opening an office or hiring a sales rep there, and organic traffic has no cost per click.

What is CPL and why is it the key metric in industrial advertising?

CPL (cost per lead) measures how much it costs to get an interested contact. There are no impulse purchases in industry: the first step is a contact form or a quote request, so CPL is the metric that best reflects how efficient the ad spend is.

Can an industrial SME compete on Google against large distributors?

Yes. Its advantage is specialisation: it can rank for very specific terms that generalists do not cover in depth. Initube wins visibility for searches like “custom tube laser cutting” or “metal profiles Barcelona” precisely because they are its speciality.