B2B search engine marketers often have to dive particularly deep to find the really profitable keywords. This is sometimes a little more laborious than in the shallow mass market.

B2C marketers therefore laugh at such a search volume … And fall over when they see what kind of turnover is generated.

At least if you set up Google search campaigns correctly.

We used the Google Ads Keyword Planner to analyze the global search volume for a very, very niche industrial product sector:

• Decanter, pusher, peeler and hydraulic centrifuges for the chemical, pharmaceutical, mining and energy sectors. ( Makes the engineer’s heart skip a beat, doesn’t it? )

Tabelle für eine sehr, sehr nischige Industrieproduktsparte

Conclusion: Manufacturers who specialize in such high-priced devices can look forward to 70 to 480 search queries per month in the DACH region, depending on the product.

These are figures that a B2C SEA expert doesn’t even get out of bed for in the morning.

In the English-speaking rest of the world, there are just under 5,800 more, making a total of just under 6,500 (the figures from the SEO tool Sistrix are slightly lower than those from Google, but are in the same order of magnitude).

Let’s do the math … What would a manufacturer have to spend to implement a global Google Ads campaign for these keywords?

• Assuming a 7% click rate, this would result in 455 clicks per month.
• If we calculate a flat rate of €3.00 per click, that makes a monthly budget of €1,365 that the company would have to invest in its Google search campaigns.
• Over the year, that makes 5,460 clicks for an investment of €16,380. That’s not a lot of money.

And now the interesting question: What’s the result?

Of course, you can’t buy products like this in the store. The prices are not publicly accessible – the business runs on lead generation.

• If we assume that only 1% of clickers end up making a lead inquiry via the website, that makes 55 leads per year.
• Of these, perhaps half of the inquiries develop into a genuine sales opportunity for the sales department. That makes 22 sales opportunities.
• Now we don’t know in detail how much such an industrial centrifuge costs – but the price will probably be at least in the low to mid six-figure range.

So let’s just assume a device price of €150,000.

Then the Google search campaign creates sales opportunities amounting to €3.3 million.

In the end, the sales department may only win a third of these sales opportunities – and voilà, the result is a real €1.1 million in sales.

• Set sail with a starting capital of €16,380.
• Entered port with cargo worth €1,100,000.
• That makes a ROAS of 6,700%

For every advertising euro invested in Google search campaigns, the manufacturer makes a whopping €67 in sales.

This return on investment would make even the most successful retail fleets of yesteryear green with envy.