a specialist UK adhesive manufacturer supplying technical bonding solutions to businesses across a wide range of industries.

Already established with a turnover of over £3.5 million, their goal was not simply to generate more website traffic. They wanted Google Ads to help support their next stage of growth by attracting more of the right commercial enquiries, improving lead quality and creating opportunities with customers who could have significant long-term value.

With customer relationships often lasting 20+ years and larger accounts potentially worth hundreds of thousands of pounds, the focus was clear – quality mattered more than quantity.

They were already running Google Ads, but the account needed a more strategic approach to maximise return.

Key challenges included:

• Filtering out low-value consumer and DIY searches in a market dominated by broad adhesive-related terms.
• Reaching specialist commercial buyers searching by application, material, problem and product type.
• Improving campaign structure to give Google clearer signals around high-value enquiries.
• Scaling performance without simply increasing spend and attracting irrelevant traffic.
• Improving conversion tracking and lead feedback so optimisation decisions could focus on enquiry quality, not just enquiry volume.
• Ensuring ad messaging matched their technical expertise and specialist product range.