Power Electrics is one of the UK’s leading industrial generator hire companies, with depots strategically located across the country. They provide reliable power solutions to industry sectors ranging from construction and facilities management to utilities.
Power Electrics approached Fanatic seeking support for their internal team over a six-month period. Their goals were clear: improve their return on ad spend (ROAS) whilst upskilling their internal marketing team through hands-on consultation and account management.
Due to a strong working relationship and improvement in account efficiency we have continued working with them for 18 months.
Total attributed sales pipeline generated
Total attributed sales pipeline ROAS
In cost per acquisition
Our data analysis revealed that a significant portion of traffic and conversions came through broader terms that retail users also searched for. Whilst not ideal, we qualified this traffic through strategic negative keywords, industry-focused ad copy, and targeted landing pages that improved lead quality.
In the meantime upgrading their tracking setup, replacing the existing GA4 tag with a dedicated Google Ads tag and implementation of third-party tracking for offline conversion monitoring.
This was all managed with full visibility and with input from the client.
Once the foundations were set, this allowed us to build on this base to scale the account gradually using a data led approach. Drawing on our extensive experience managing Google Ads accounts in the manufacturing and machinery sectors, we identified that the biggest opportunity lay in adjusting bid strategies to align with their business objectives.
Every Google account has its challenges to overcome. In this instance it was figuring out the search intent from broader generator keywords. As we needed to focus on targeting industry professionals and exclude bidding on retail users as much as possible. We found that professionals looking for industrial generator hire and retail users looking for lower power generators used the same similar search terms.
We needed more data to make this decision, but due to the nature of lead gen and the power generator market, we had to import sales data into the platform, to ensure that we weren’t just tracking website leads, but also actual quoted leads.
Through offline conversion import we were able to see this quoted lead data in the Google Ads platform that allowed us to then make the appropriate budget changes and work with the marketing team to upload offline conversion data to the platform.
The existing bid strategies were allowing irrelevant search terms to trigger ads, despite these not being clearly represented in their keyword set. By switching to Target CPA bidding and implementing consistent negative keyword management, we streamlined the account to focus on genuinely valuable search terms.
Once quality leads were flowing through, we needed visibility into lead quality. Despite being limited by long lead times, we collaborated closely with the internal marketing team who provided quoted lead data.
What started as a six month project evolved into a strategic partnership that transformed the Google Ads account. By implementing robust tracking systems and focusing on lead quality rather than just volume, we moved beyond vanity metrics to understand the true impact of every pound spent.
No account is ever finished and we’re still actively managing the account to keep it working in line with business goals and aims.
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