About Path Robotics
Path Robotics, Inc., is an artificial intelligence (AI) company that designs and manufactures proprietary industrial robots that autonomously scan, position and weld parts. In addition to selling its robots to manufacturers, Path Robotics leverages the technology by providing welding services through its “Path Foundry” program.
SITUATION: A New Goal: Generating Leads for a Service as Well as Sales
Path Robotics was eager to increase awareness of and generate high-quality leads for its Path Foundry program, which provides welding services using the company’s innovative robotic welding technology. They had not previously promoted these service capabilities.
SOLUTION: A Targeted PPC Campaign Grounded in Careful Keyword Research
Windmill developed a pay-per-click campaign and landing page aimed at B2B customers looking for welding contractors to help them meet their production goals. We honed in on these customers through targeted keyword research around welding services. We looked for queries that not only matched landing page content but were relevant to the services potential customers would be looking for.
Incorporating these keywords, we wrote ad copy for the welding services with clear calls to action. On the landing page as well, we made sure that CTAs were prominently displayed and would prompt users to take action.
With the client seeking as much exposure as possible as quickly as possible, we worked collaboratively with them to create and launch what was initially planned as a one-month-long campaign.
RESULTS: Impressive Metrics Earned an Extended Run
The Path Foundry campaign generated excellent results. Expanding the client’s paid search strategy to include their welding services significantly increased engagement and lead metrics. The initial one-month campaign was extended to two months.
12K+ Impressions Per Month
945 Clicks from Targeted Ads
7.5% Click-Through Rate
26 High-Quality Leads in Two Months
With more than 12,000 impressions, 945 clicks, a 7.5% click-through rate (CTR) and 26 leads (12 of these form submissions) in those first two months of the campaign, the performance was so impressive that, after a brief pause, Path Robotics decided to turn the Path Foundry campaign back on as an evergreen component of the company’s digital marketing strategy. The campaign continues to generate strong results in terms of impressions, clicks, CTR, and both quality and quantity of leads, many of which have resulted in closed business with net new clients.
As both a website redesign partner and a digital marketing partner, Windmill has been able to help Path Robotics achieve its goals in an ever-evolving business environment.
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.