VASSER

The strategy was built on expertise and technical relevance. Campaigns were divided by equipment type (plasma cutters, mills) and segmented the audience into those looking for “turnkey” solutions and those selecting a machine based on specific parameters. The primary focus was on the status of being a manufacturer, the warranty, and domestic service support in Ukraine.

Professional Semantic Collection

• Collected highly specialized keywords: “CNC plasma cutting machine,” “buy metal milling machine,” “CNC equipment from the manufacturer.”

• Clustered queries based on equipment purpose to create highly accurate technical advertisements.

Ad Account Structuring

• Created separate campaigns for each Vasser machine line.

• Set up geotargeting for industrial regions of Ukraine, prioritizing major industrial centers.

Development of Expert Advertisements

• Prepared ad copies highlighting USPs: in-house production, staff training, 12-24 month warranty, and commissioning works.

• Utilized professional terminology to ensure ads resonated with engineers and business owners.

B2B Extension Setup

• Added “Price Extensions” (for base configurations) and “Structured Snippets” listing the technical capabilities of the machines.

• Configured “Call Extensions” and “Lead Forms” directly within the ads for instant inquiries.

Strict Traffic Filtering

• Implemented an extensive negative keyword list to exclude irrelevant groups: “used,” “rent,” “DIY,” “schemes,” “repair,” and consumer-grade queries not related to industrial scale.

Analytics and Database Management

• Configured goal tracking in GA4: feedback form submissions, phone clicks, and messenger interactions.

• Enabled remarketing to maintain brand awareness among those who studied machine specifications but had not yet submitted an inquiry (due to the long sales cycle).