How to Develop Google Ads for a Food Equipment Company

Creating relevant and effective Google Ads campaigns for consumer food brands is one thing, but it’s a whole different ball game when it comes to niche companies in the B2B industry. After some trial and error, ColinKurtis Advertising, a food and beverage advertising agency, is happy to share a walk-through of their Google Ads development process, which has proven to work for clients across the food & beverage equipment space.

What is Google Ads and why is it necessary?

Google Ads is an online advertising solution that businesses can use to promote their products and services via Google Search, YouTube and other sites across the web. 

Google Ads also allows advertisers to choose specific goals for their ads, like driving phone calls or website visits.

Nearly 2.5 million searches take place on Google every minute and the majority of search results pages include Google Ads!

If you’re looking for help driving relevant traffic to your site and accomplishing your business goals, Google Ads is for you.

The best way to get started is by asking yourself a variety of discovery questions:

What have you done in the past?

If you’re not a total stranger to Google Ads, analyze what’s worked and what hasn’t. Based on this, you can determine your goals for the campaign if you were previously unsure.

What core services do you want targeted for your ads?

Choose 2-6 of these services to make up your campaign’s ad groups.

Each ad group should consist of 5-15 headlines, 2-4 descriptions, a destination link and a set of keywords.

It’s similar to writing copy for social media—you want to be enthusiastic, include exclamation points and provide at least one call to action. It’s crucial to find that perfect balance between charismatic and credible. If possible, leverage the popularity of the brands/companies you’ve done business with in one of your headlines.

Ex: “Trusted by Oreo”

Enter multiple headlines and descriptions to create responsive search ads that constantly adapt in order to show your customers more relevant messages. Google Ads automatically tests different combinations and learns which perform best over time..

What keywords do you want the ads to rank for?

Utilize the Google Ads Keyword Planner to get an idea of what keywords you and your main competition are ranking for.

Make a list of 25-50 keyword combinations based on your results. If you are trying to sell equipment designed for pastry production, your list may look like this:

‘pastry production equipment’

‘pastry production manufacturer’

‘pastry production supplier’

‘pastry equipment’

‘pastry equipment manufacturer’

‘pastry equipment supplier’


It’s also beneficial to create a list of keywords that you don’t want to rank for, aka negative keywords. 

Do you have a landing page?

Having a strong website with content that clearly showcases your services is just as important, if not more important, than getting a customer to click through your ad. So make sure your web pages are up to date and easy to navigate!

What are your goals and key performance indicators?

Goals and KPIs can differ depending on company size and industry. However, the B2B food industry has fairly consistent ad benchmarks you should be striving for.

Setting quarterly KPIs based off of these industry standard cost-per-click (CPC) and click-thru rate (CTR) benchmarks is a great way to begin measuring the effectiveness of your Google Ads. You can use the Google Ads Overview tab as well as Google Analytics to keep track of your metrics and determine what changes need to be made to your campaigns.

How much is the lifetime value of a customer worth to you?

At the end of the day, your focus as a B2B company is more than likely to obtain quality leads. That’s why we have learned to leverage a “quality over quantity” approach when creating campaigns. As long as your ads are showing up in front of the right people, there’s no need to worry about receiving a million impressions. You can get 1 million impressions with a couple of hundred stale leads or a couple of hundred impressions that result in million-dollar sales.

Still not sure where to start? ColinKurtis Advertising is here to help! Contact Mitch Robinson at or call 815-965-6657 EXT. 1 to learn more about our Google Ads and marketing capabilities.


Blog post from:

Matt Hensler

Matt Hensler
Vice President, Digital Integration


By | 2022-09-01T20:12:50+00:00 August 19th, 2022|Branding|0 Comments

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