Advanced Piping

The starting point

Advanced Piping Systems were running Google Ads on broad match targeting. Budget was being consumed by irrelevant searches with no connection to HDPE fittings or industrial fabrication. The cost-per-click was high and the quality of traffic was low.

What worked

• Rebuilt campaigns using a SKAG (single keyword ad group) structure for precise control
• Implemented aggressive negative keyword filtering to eliminate wasted spend
• Switched to Smart Bidding based on conversion data rather than manual CPC
• Launched custom display remarketing targeted specifically at tradies and engineers who had visited but not converted

The results

• 58% reduction in cost-per-click
• Significant lift in inbound enquiries from qualified B2B buyers
• More decision-makers reached at lower cost per contact

Advanced Piping Systems now run a lean, targeted paid search programme that puts their ads in front of the construction managers, mining engineers, and project procurement teams that actually buy HDPE fittings.