Three times the benchmark, on two fronts: Megprojec.
How we ran Google Ads for a manufacturer whose buyers are counted in thousands worldwide: search campaigns on two fronts, domestic and export, holding a 9.7% CTR, roughly three times the industry benchmark, in front of the quote engine.
When your buyers are counted in thousands, relevance is not a tactic. It is the whole budget.
Overview
Megprojec engineers steel to order, and the people who buy an e-house or a crane cabin are counted in thousands worldwide. That audience shape decides everything about paid media: there is no mass market to spray at, only a thin layer of real buyers who must be found precisely, at home and abroad.
So the programme ran on two fronts. A domestic search campaign covered Türkiye's plants and contractors, while an export campaign hunted the same intent in international markets, each with its own keyword language and its own ad copy, both feeding the same quote engine.
Discipline showed up where it always does in a niche: the click-through rate. Search held 9.7 percent, roughly three times the industry benchmark, with the export front leading. Twenty-eight thousand impressions produced around two thousand seven hundred clicks, and the enquiries they became landed in the pipeline built for them.
The Challenge
A buyer pool measured in thousands, two markets with two languages of intent, and no room for wasted clicks.
When the whole market is thousands of people, every irrelevant impression is budget on fire.
Nothing on the site has a price tag; the ad had to invite a conversation, not promise a cart.
A plant manager in Türkiye and a contractor abroad search in different words; one discipline had to serve both fronts.
A click is not the finish line; every visit had to hand off cleanly to the pipeline behind the site.
Two fronts, one discipline.
Search campaigns split by market, domestic and export, each in its own keyword language and ad copy, all of it themed tightly to the quote engine they feed.
Measured, not claimed.
The bottom line.
In a niche counted in thousands, the programme held a 9.7 percent search click-through rate, roughly three times the industry benchmark, with the export front out in front. Twenty-eight thousand impressions became around two thousand seven hundred visits from exactly the buyers the quote engine was built for.
Every enquiry those visits produced landed labelled and owned in the cross-border pipeline. Site, pipeline and paid programme now run as one machine for Megprojec, and this is the layer that finds the few buyers who matter, wherever they are.
The Megprojec growth journey
Every layer we built for this brand, in one place.
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