TECTYL – Paid Media Strategy for industrial B2B

# The client

TECTYL is an international brand specialized in corrosion protection solutions for metal surfaces in industrial environments. Its coatings are used in sectors such as automotive, transportation, marine, construction and machinery to prevent corrosion, rust and wear caused by moisture, salt and other aggressive agents.

The brand offers a wide range of products, from direct-to-metal hard coatings to waxes and protective films, adapted to different protection needs and application methods. Thanks to this specialization, TECTYL is a reference supplier for manufacturers and industrial companies seeking to extend the service life of their metal equipment and components.

# The challenge

TECTYL needed to capture qualified demand in European industrial markets, with a focus on the DACH region, in an environment of highly technical searches, limited volumes and long decision cycles. The objective was to generate high-value business leads while maintaining a sustainable cost per conversion and a high level of control over the queries triggered.

# How we did it

In this project we worked exclusively with Google Ads in Search as the main channel to activate qualified demand in Europe, focusing on the DACH region and targeting professional profiles looking for corrosion protection solutions and specific treatments for metal surfaces.

The efficiency objective focused on maintaining a competitive CPC and CPA within the set thresholds, which is key in an industrial B2B environment where each lead has a high potential value.

The strategy

Three main goals were pursued:

• Attract traffic highly related to TECTYL’s key services with clear contact intent.
• Keeping cost per click under control without losing volume in a context of highly technical and targeted searches.
• Ensure a sustainable cost per acquisition to justify the investment in digital marketing within the company’s business plan.

Our B2B paid media methodology →

To achieve this, a simple structure was designed with a single campaign and groups of ads segmented by intent (generic, services and applications), aligned with the language of the coatings and corrosion protection sector.

A combination of exact, phrase and broad match keywords were used to balance coverage and semantic learning, including technical terms common to the industrial segment, while a system of “live” refusals allowed for the continuous exclusion of informative, generic or low-value queries with no focus on professional solutions. The ads were written with headlines focused on TECTYL’s use, benefits and technical credentials, highlighting corrosion protection, durability and performance in demanding environments and automotive and industrial applications. In addition, service- and contact-oriented extensions were used to increase CTR and facilitate the transition to a business conversation with the TECTYL team.

Continuous optimization

Bids and priorities were adjusted by search term, device and location, taking into account the particularities of the DACH markets and the rest of Europe. Winning terms linked to specific TECTYL solutions were reinforced, low-performing or non-product searches were paused, and copy was iterated according to CTR and conversions, with an emphasis on the real needs of manufacturers, distributors and industrial companies. Measurement was based on properly configured and validated online conversions (quote requests, technical contacts and other key forms), which served as the basis for bidding decisions and investment prioritization.

Implementation and maintenance

The implementation was designed to learn quickly from actual searches from potential clients, with periodic maintenance cycles that included adding new refusals, reviewing auctions and rotating RSA ads, which is especially important in a niche with specialized competition. Position management sought to sustain visibility at the top of the results without straining CPC, activating TECTYL’s presence when search intent warranted it.

# Results

The campaign achieved 29,667 clicks and over 1.5 million impressions, with a CTR of 7.06% and an average CPC of €0.79. 140 conversions were generated, with a conversion rate of 1.49% and a cost per conversion of €26.75, consolidating a real opportunity flow for TECTYL’s commercial team and a solid base to scale to new markets and verticals.

A management focused on intent, simplicity and real data allowed us to generate qualified volume in DACH/European markets at a sustainable cost for TECTYL, with the potential to scale by verticals (automotive, industry, logistics, etc.) and additional markets while maintaining efficiency.

Google Ads services for industrial companies →