VIESSMANN
Initial Data
Age of the site:
25 years
Business Type:
Manufacturing business (B2C, B2B) — the official online store for heating, water supply, and energy efficiency equipment.
Target region:
Ukraine
Advertising Platform:
Google ADS
At the project's launch:
the Viessmann brand already had high awareness; however, direct sales through the official online store required systematization. It was necessary to set up a clear structure for advertising campaigns to separate requests from private customers (boilers for homes) and business partners (industrial equipment), as well as to establish accurate conversion tracking for ROI analysis.
Objectives
- /01 Ensure Expert Presence: Capture search demand for high-frequency and highly specialized brand queries.
- /02 Audience Segmentation: Split traffic into the residential sector (B2C) and the corporate/industrial sector (B2B).
- /03 Increase Sales: Drive targeted buyers ready to purchase premium energy-efficient equipment to the website.
- /04 Analytical Foundation: Set up end-to-end analytics to track orders, phone calls, and requests for engineering consultations.
- /05 Cost Optimization: Maximize CTR and reduce cost-per-click (CPC) through high ad relevance.
Implementation Strategy
The strategy was based on product hierarchy. An advertising system was built where each product category (gas boilers, heat pumps, solar collectors) had its own bidding strategy and unique selling propositions (USPs). The primary focus was on German quality, official manufacturer warranty, and energy independence.
Work Performed
Comprehensive Semantic Core Collection:
- Conducted deep analysis of queries by category: heating technology, water heaters, control systems.
- Formed separate clusters: brand queries (Viessmann), model-specific queries (Vitodens, Vitocal), and general category queries.
- Identified a B2B segment for high-capacity industrial solutions.
Logical Campaign Structuring:
- Created ad groups corresponding to the online store’s catalog structure.
- Configured geotargeting across Ukraine, emphasizing regions with active private construction.
Creation of Responsive Search Ads:
- Prepared ad copies highlighting the brand’s premium nature: “German Quality,” “Save up to 30% on Gas,” “Official 24/7 Service.”
- Utilized dynamic headlines to insert specific equipment models into the ads.
Professional Ad Extensions:
- Added “Price” extensions for top models and “Sitelinks” to service, installation, and equipment selection pages.
- Configured “Promotion” extensions for seasonal discounts on boilers and heat pumps.
Traffic Filtering and Quality:
- Developed a multi-level list of negative keywords (excluded queries for third-party brand repairs, spare parts for obsolete models, and used equipment).
- Performed regular analysis of search terms to filter out informational traffic.
Analytics Setup:
- Configured event tracking in Google Analytics 4: from cart checkout to clicks on the hotline number.
- Connected remarketing audiences to engage users interested in complex systems (heat pumps) where the decision-making cycle is longer.
Results
| Launch of Official Sales: Established a stable customer acquisition channel through the manufacturer's official store. |
| High Relevance: Achieved high ad quality scores, allowing for top positions in search results at an optimal cost-per-click. |
| Business Metric Transparency: The client received full reporting on the cost of customer acquisition across each product category. |
| Effective Budget Allocation: A clear separation between B2C and B2B allowed for flexible investment management based on manufacturing priorities. |
| Scalability: Created a foundation for launching new equipment lines and energy-efficient solutions. |
Launch of Official Sales: Established a stable customer acquisition channel through the manufacturer's official store.
High Relevance: Achieved high ad quality scores, allowing for top positions in search results at an optimal cost-per-click.
Business Metric Transparency: The client received full reporting on the cost of customer acquisition across each product category.
Effective Budget Allocation: A clear separation between B2C and B2B allowed for flexible investment management based on manufacturing priorities.
Scalability: Created a foundation for launching new equipment lines and energy-efficient solutions.
Analysis and validation of results
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