Commercial Kitchen Equipment (NY)
Google Ads — B2B Lead Generation
We shifted high-ticket kitchen equipment ads from forced online sales to consultation-led lead gen — unlocking 150+ leads/calls per month.
Client & Project Background
Strategy & Execution
Buyer-journey research
Mapped how restaurants, bars, and cafés actually buy expensive equipment — research and consult first, purchase later — instead of forcing checkout ads.
Pivot from sales to lead gen
Tested an online-sales model, diagnosed the mismatch, then rebuilt campaigns around phone calls and qualified inquiries.
Commercial-intent search
Targeted high-intent commercial kitchen queries and optimized for call/inquiry conversions to create a monthly pipeline.
Results & Performance Metrics
Account results shown
| Metric | Value | Clicks | Spend | Notes |
|---|---|---|---|---|
| Conversions | 471 | 7.09K | $12.4K | $26.35 avg CPCV |
| Leads / calls | 150+/mo | — | — | After pivot to lead gen |
Conclusion & Takeaways
Aligning ads with the real B2B buying journey unlocked a scalable consultation pipeline — 150+ leads/calls per month instead of fighting an e-commerce goal that buyers never intended to complete online.