About Endress+Hauser
Endress+Hauser is a global leader in industrial automation and process measurement solutions, providing innovative products and services to the automation, manufacturing, and engineering sectors. Their technology is vital in industries ranging from food and beverage to oil and gas, where precise and reliable process measurement is critical to safety and efficiency. As part of their ongoing digital strategy, Endress+Hauser continuously seeks new and effective ways to reach potential clients and convert them into qualified leads.
Situation: Established Process Engineering Company Needed a Targeted Digital Marketing Strategy to Drive Qualified Leads
Endress+Hauser approached Windmill Strategy with an interest in exploring new, high-impact digital marketing channels to drive more quality leads. The company, through their engagement with Windmill, had already seen positive results from Google’s Search, Display, and Demand Gen campaigns and was eager to test Performance Max, a campaign type known for its reach and targeting capabilities. Performance Max offered a promising avenue to reach new customers, maximize brand exposure, and generate substantial ROI by converting interested audiences into leads. With additional budget allocated to support this goal, Endress+Hauser aimed to assess the efficacy of Performance Max and whether it could consistently deliver higher-value leads than their existing campaigns. This setup required a strategic and targeted approach, leveraging custom audience signals and a clear differentiation strategy to capture the attention of potential buyers across the industrial sector.
Solution: Advanced Campaign Strategy to Enhance Visibility and Engagement with High-Value Audiences
Windmill Strategy’s first step was to conduct an extensive audit of Endress+Hauser’s existing digital assets, ensuring that each asset was optimized and aligned with best practices for Google’s Performance Max platform. The audit helped identify effective ad elements, streamline messaging, and highlight areas for improvement. Once the foundation was set, Windmill Strategy developed two types of Performance Max campaigns: one that targeted broader product lines and another focused on specific, high-priority products. Both campaign types included custom audience signals—tailored groups based on competitor sites, in-market interests, and Endress+Hauser’s past site visitors—to ensure the ads reached the most relevant and engaged audience.
Through competitor and publication research, as well as in-depth keyword analysis, Windmill Strategy customized audience signals to appeal to both prospecting and remarketing audiences. On the prospecting side, ads targeted users browsing similar products or researching automation solutions while remarketing ads re-engaged past website visitors and users from an uploaded customer list. To capture attention effectively, Windmill and Endress+Hauser crafted new ad copy emphasizing product differentiators and unique value propositions. The campaigns went live with optimized ad placements across Google’s network, allowing Endress+Hauser to extend its reach, track interactions, and gather key performance data for ongoing improvement.
Results: Increased Lead Volume, Higher Engagement, and Optimized Conversion Pathways
4,200+ New Leads Generation
$6.60 Cost Per Acquisition
5.02% Conversion Rate
10.14% Click-Through Rate
The Performance Max campaigns quickly proved to be a powerful driver of both volume and quality. Within just three months, Endress+Hauser generated over 2,200 new leads at a competitive CPA of $5.91. Many of these leads were highly qualified, contributing to a 5.02% conversion rate—significantly above the industry average of 1.83%. The client reported that leads were not only numerous but also relevant, including one that led to a million-dollar purchase of the advertised product, underscoring the campaign’s potential for substantial revenue impact. Due to the campaign’s initial success, Endress+Hauser and Windmill Strategy expanded the Performance Max initiative to include additional product lines and audience segments.
After six months, the campaign exceeded expectations, delivering over 4,200 leads at a $6.60 CPA with an impressive click-through rate of 10.14%. Endress+Hauser continued to see high conversion rates from these leads, validating the effectiveness of Performance Max as a primary strategy for lead generation. The sustained results demonstrated that Performance Max was not only a viable but also a superior alternative to other campaign types, cementing its role in Endress+Hauser’s digital marketing strategy for future growth.
Rooted in Endress+Hauser’s legacy of expertise in industrial process engineering, this digital marketing strategy positions the company to expand its reach and reinforce its role as the preferred partner for advanced automation and process solutions in the industry.
Windmill Strategy is a web design company & digital marketing agency helping B2B industrial manufacturing companies achieve increased visibility, higher quality leads, and greater marketing ROI through smarter web design. Our website design and B2B digital marketing approach goes beyond “more traffic,” seeking out better traffic, by gaining the attention of the specific niche groups of buyers and influencers that represent your best customers. We help our clients communicate and sell their complex products and services to multiple audiences – be it through web design or digital marketing and SEO. Working collaboratively with your in-house marketing and sales team, we design websites that drive leads and sales that result in overall business growth. Schedule a call to learn more.