Campaign Overview
Defend and expand North American market share for the MDR Series Die Upender — the company's top-3 revenue product and current #1-ranked product in organic search across North America — against rising competitor activity and declining organic search volume for primary keywords.
The MDR Series Die Upender is a heavy-duty all-electric mechanical die upender available in 8 sizes (5 to 70 tonnes). It handles the safe rotation of dies, molds, and heavy tooling in stamping, injection molding, and fabrication environments. Key differentiators include all-electric operation, tri-color LED feedback, optional 180° rotating base, laser safety scanner, and forklift transport base.
- 6 ad groups (sub-categories), each with dedicated UTMs
- Custom landing pages per ad group
- Website visitor tracking + Contact Form 7 UTM integration
- Key events: scroll-to-bottom, CTA clicks, spec sheet downloads, HTML calculator interactions, quote requests
- A/B testing: informative vs. sales-push pages; quote-form placement variants
Similar campaigns in the company (same budget range, duration, and machine type category) have established a baseline of $XXX USD per qualified lead. This campaign targets that figure or better.
Strategic Context
- Competitor surveillance confirms active coverage attempts in the die upender sector
- Competitors are repeatedly checking relevant product pages (indicative of market intelligence gathering)
- Organic search volume for primary die upender keywords is declining
- Uncharted territory: targeting industries never previously approached
- Cannibalization risk: paid ads competing against our own #1 organic ranking
- Cost volatility: unexpectedly high CPC for uncharted industry keywords
- Rank #1 in North America for die upender organic search
- Top-3 revenue-generating product for Cpmpany
- Established brand recognition in traditional stamping and die casting sectors
- Competitors actively monitoring our pages — confirming market leadership
- New industries are targetable — not confined to traditional stamping/die casting
- Peripheral keywords for new industries carry lower CPC
- All-electric MDR design broadly applicable across multiple heavy-load sectors
- Product range (5t–70t) covers a wide variety of applications across industries
Implementation Methodology
- Precise keyword planning to avoid cannibalizing existing organic rank
- Structured delineation period to train the model on keyword performance
- Capped daily budget during delineation
- Statistical vs. Practical significance evaluation at each threshold
- Channel velocity: time-to-conversion tracking
- Channel saturation duration: identifying when the channel matures
- Attribution model: defining the correct model for this product category
- A/B testing: informative vs. sales-push pages; quote form placement (same page / popup / new page)
Continue delineation — data is noise
Insufficient volume to draw statistically meaningful CTR or conversion data
Gather CTR and conversion data; monitor
Trend formation begins; watch for performance direction before cutting
Stop bottom 50% of ads by imprsn
Statistical significance reached; cut low performers, concentrate spend on top CTR ads
Ad Group Performance — May 10, 2026
Data from the uploaded Google Ads screenshot combined with delineation outcome results. Ads are evaluated against the 100-click threshold rule and sorted by CTR descending.
* 2AG and 4AG have extraordinary CTRs but low impression/click volume (below 50 clicks); kept for continued monitoring with updated delineation criteria.
Delineation outcome: Max period reached (98 days). 1 ad did not reach 50 clicks. 1 ad reached 70s clicks. 4 ads surpassed 100 clicks with CTRs of 2.2%, 5.1%, 5.9%, and 6.2%. Top 50% CTR ads retained per rule.
Campaign Results — May 10, 2026
Cost per qualified lead of $(XXX-80) USD beats the $XXX USD company benchmark by $80 (12.9% improvement). SQL/MQL ratio of 0.65 exceeds the target of 0.60, indicating higher lead quality from paid channels than from previous comparable campaigns.
Cut point applied at median (between 2.2% and 5.1%). Bottom 50% by CTR stopped per delineation rules.
Campaign Timeline
First-Time Company Metrics — Initial Findings
This campaign is the first in the company to formally track the time between initial ad click/interaction and qualified lead conversion. Data collection is ongoing. Baseline figures will be established from the post-delineation cohort to inform future campaign planning and sales pipeline forecasting.
UTM-tagged contact forms, spec sheet downloads, calculator interactions, and scroll events are feeding into the attribution model evaluation. Multi-touch vs. last-click comparison is underway. Model selection will be formally defined at end of Q2 2026.
The 3-month delineation period captures early-funnel saturation signals for North American die upender paid search. The keyword difficulty range of 20–65 and CPC range of $7–$28 USD define the cost landscape at this stage. Saturation indicators will be tracked over the next 2–3 months in the optimization phase.
- Informative vs. Sales-Push: data under analysis; early indicators suggest informative pages have stronger scroll-depth engagement
- Quote Form Placement: same-page quote vs. popup vs. new-page form — conversion rate comparison in progress
- Results will inform permanent landing page architecture decisions for this and future campaigns
New Industry Lead Qualification Criteria
Traditional die upender customers come from stamping and die casting — well-understood sectors with established qualification criteria. This campaign targets new industry verticals (e.g., plastics, heavy manufacturing, toolrooms outside traditional stamping). Qualification criteria for these industries must be defined from scratch based on delineation data.
The MDR series all-electric die upender has broad applicability outside traditional die casting — including plastics toolrooms, heavy fabrication, aerospace maintenance, and energy sector tooling. Correctly qualifying inbound leads from these industries ensures marketing spend is not wasted on prospects with different buying cycles or authority structures than traditional customers.
Recommended Next Steps
Increase daily budget allocation to the 4 kept ad groups. Focus budget concentration on 3AG (Safety/Risk Terms, 6.06% CTR) and the highest-volume groups. Monitor cost-per-lead impact as spend scales.
Use delineation cohort lead data to establish formal SQL criteria for non-traditional industries. Interview sales team on lead quality from plastics and heavy fabrication inquiries to date.
Evaluate multi-touch vs. last-click attribution for this campaign. Given the MDR's complex B2B sales cycle, a time-decay or position-based model may better reflect actual customer journeys than last-click.
Reach statistical significance on landing page A/B variants. Formalize the winning quote-form placement approach and implement as the permanent campaign landing page standard.
Establish monthly CPC and impression-share benchmarks from current data. Define the threshold at which North American die upender paid search is considered saturated, and plan channel diversification (LinkedIn, trade publication display) accordingly.
Audit keyword overlap between active ad groups and current #1 organic rankings. Confirm zero cannibalization post-delineation. Adjust negative keywords if any overlap is detected to preserve organic authority.