Transforming a Google Ads Account for a B2B Electrical Supplies Distributor

A B2B distributor of electrical supplies and solutions for commercial and industrial clients relied on Google Ads as a primary channel for generating new inquiries. Despite steady demand in the market, the advertising account struggled to convert this interest into high-quality leads. Advertising spend continued to increase, while the number of real business inquiries remained unpredictable and difficult to measure.

The main objective was clear: to generate more relevant B2B inquiries with better budget efficiency, without increasing the overall advertising spend.

Situation Before Our Collaboration

Before optimization, the Google Ads account had several systemic issues:

• The campaigns were structured too broadly and mixed different product categories and user intent.
• The keywords were broad and often attracted irrelevant traffic (B2C searches, informational queries, small orders).
• There was no clear distinction between users searching for specific products and those who needed comprehensive B2B solutions.
• Conversion tracking was limited, which made it difficult to accurately assess real performance.

The result: an unstable flow of leads, a high cost per inquiry, and poor predictability.

Before Optimization (February 2025)

• Google Ads Spend: $10,793.11
• Total Conversions: 212.40
• Average Cost per Conversion: $50.82
• Conversion Rate: 2.62%
• CTR: 6.19%
• Total Conversion Value: $18,744.01
• ROAS: 1.74

Our Approach

Instead of making surface-level optimizations, our approach was to restructure the Google Ads account around real business logic rather than individual keywords. The main focus was on B2B intent, not traffic volume. We clearly differentiated between different types of searches – product inquiries, requests for project-based and industrial solutions, as well as local and urgent B2B needs. In this way, we improved the signals sent to the algorithm through higher-quality conversions, instead of chasing more clicks with no real value.

The goal was not maximum traffic, but better alignment between the ad messaging and the real business customer. On a practical level, this led to a complete restructuring of the campaigns by product and business categories, cleaning up irrelevant searches through precise use of match types and negative keywords, creating ad messaging with a clearly defined B2B focus, and improved tracking of key actions such as inquiries, contact form submissions, and phone calls. We gradually shifted the budget toward the campaigns with the strongest real business contribution.

Results

After the optimization, a clear change was observed in both the quality and efficiency of the Google Ads account. The number of relevant B2B inquiries increased, while the cost per lead decreased without the need to increase the budget. The results became more predictable from month to month, allowing for better planning and a clearer assessment of the real contribution of advertising.

At the same time, the share of irrelevant clicks was significantly reduced, and incoming inquiries were of higher quality and greater commercial potential. The most important change is that Google Ads stopped being just a source of traffic and became a real channel for generating business opportunities and sales.

After Optimization (May 2025)

• Google Ads Spend: $9,791.95
• Total Conversions: 275.31
• Average Cost per Conversion: $35.57
• Conversion Rate: 5.13%
• CTR: 3.35%
• Total Conversion Value: $35,985.84
• ROAS: 3.68

Insights

This project clearly shows that more traffic does not automatically mean more customers. True efficiency comes when the structure of the advertising account follows business logic and the real needs of customers, rather than simply the product catalog. Meaningful and accurate conversion tracking proves to be a mandatory requirement for making the right decisions, not an optional extra. At the same time, a smaller number of campaigns with a clear focus and specific goal often lead to better results than complex and fragmented structures that create noise but not real business impact.
Even well-established B2B businesses with a long history can unlock significantly better results from Google Ads when the strategy is aligned with real business objectives. If your advertising account generates traffic but not enough high-quality inquiries, the issue is likely not the budget, but how that budget is being used.

“Working on Google Ads finally helped us reach the right type of customers. Instead of a high volume of inquiries with little real value, we started receiving contacts that actually lead to business. The campaigns are now much more predictable and clear. We thank the Epic Switch team for the high-quality execution of the work.” – Mark W.