If you’re running Google Ads for a manufacturing or industrial business, one of the biggest questions is:
What should I be paying for leads?
Manufacturing and industrial campaigns are typically B2B, longer-cycle, and highly specific. This page breaks down real performance data from these campaigns across 3 years, based on accounts we’ve worked with, managed, and analyzed.
Here’s how performance has trended over time:
| Year | Industry | Accounts | Spend | Impressions | Clicks | Conversions | CTR | CVR | CPC | CPA | Conv Value | Conv Value / Cost | Zero-Conv Accounts | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Manufacturing / Industrial | 3 | $90,087.06 | 11,201,886.00 | 101,489.00 | 866.00 | 0.91% | 0.85% | $0.89 | $104.03 | $0.00 | 0 | 0 | |
| 2024 | Manufacturing / Industrial | 3 | $20,701.11 | 2,557,041 | 27,956 | 320 | 1.10% | 1.10% | $0.74 | $64.69 | $44,244.63 | 213.73% | 0 | |
| 2025 | Manufacturing / Industrial | 3 | $48,497.85 | 7,420,883 | 95,686 | 495.38 | 1.30% | 0.50% | $0.51 | $97.90 | $55,437,810.56 | 114310% | 0 |
| Year | Industry | Network | Spend | Clicks | Impressions | Conversions | Conv Value | CTR | CVR | CPC | CPA |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Manufacturing / Industrial | Cross-network | $47,024.68 | 83,390.00 | 8,485,230.00 | 605.23 | $299,924.40 | 0.98% | 0.73% | $0.56 | $77.70 |
| 2023 | Manufacturing / Industrial | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Manufacturing / Industrial | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Manufacturing / Industrial | Google Display Network | $3,084.51 | 2,500.00 | 2,221,953.00 | 2.00 | $1,630.31 | 0.11% | 0.08% | $1.23 | $1,542.26 |
| 2023 | Manufacturing / Industrial | Google Search | $38,458.96 | 14,027.00 | 172,542.00 | 243.77 | $156,263.60 | 8.13% | 1.74% | $2.74 | $157.77 |
| 2023 | Manufacturing / Industrial | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Manufacturing / Industrial | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Manufacturing / Industrial | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Manufacturing / Industrial | Search partners | $1,518.91 | 1,572.00 | 322,161.00 | 15.00 | $3,709.41 | 0.49% | 0.95% | $0.97 | $101.26 |
| 2023 | Manufacturing / Industrial | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Manufacturing / Industrial | Cross-network | $14,411.66 | 26,624.00 | 2,539,482.00 | 244.01 | $44,168.63 | 1.05% | 0.92% | $0.54 | $59.06 |
| 2024 | Manufacturing / Industrial | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Manufacturing / Industrial | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Manufacturing / Industrial | Google Display Network | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Manufacturing / Industrial | Google Search | $5,967.73 | 1,165.00 | 15,681.00 | 71.00 | $71.00 | 7.43% | 6.09% | $5.12 | $84.05 |
| 2024 | Manufacturing / Industrial | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Manufacturing / Industrial | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Manufacturing / Industrial | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Manufacturing / Industrial | Search partners | $321.72 | 167.00 | 1,878.00 | 5.00 | $5.00 | 8.89% | 2.99% | $1.93 | $64.34 |
| 2024 | Manufacturing / Industrial | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Manufacturing / Industrial | Cross-network | $28,139.29 | 65,953.00 | 6,333,705.00 | 349.95 | $55,396,447.39 | 1.04% | 0.53% | $0.43 | $80.41 |
| 2025 | Manufacturing / Industrial | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Manufacturing / Industrial | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Manufacturing / Industrial | Google Display Network | $660.09 | 4,797.00 | 530,755.00 | 0.00 | $0.00 | 0.90% | 0.00% | $0.14 | inf |
| 2025 | Manufacturing / Industrial | Google Search | $19,111.62 | 23,584.00 | 441,080.00 | 136.43 | $41,354.18 | 5.35% | 0.58% | $0.81 | $140.08 |
| 2025 | Manufacturing / Industrial | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Manufacturing / Industrial | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Manufacturing / Industrial | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Manufacturing / Industrial | Search partners | $586.84 | 1,352.00 | 115,343.00 | 9.00 | $9.00 | 1.17% | 0.67% | $0.43 | $65.20 |
| 2025 | Manufacturing / Industrial | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 |
Manufacturing and industrial campaigns rely on highly targeted Search traffic, with other networks playing a supporting role in reaching niche audiences and longer sales cycles.
Compared to other industries:
This leads to:
In this space:
This creates:
Because of the nature of B2B:
This results in:
Although volume is lower:
If you’re running Google Ads:
You should expect:
You should focus on:
You should avoid:
These numbers give you a realistic performance range, not a guarantee.
Your results will vary based on:
If your current results are:
There’s usually a fixable reason.
We work with businesses across industries to improve performance and efficiency in Google Ads.
We’ll show you:
