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Qualified industrial leads, from day one
When you need opportunities this quarter, pay-per-click is the fastest route. We design campaigns on Google and LinkedIn built for the B2B buying cycle — high deal size, several decision-makers — and we measure every euro against real opportunities, not empty clicks.
Ask for your SEM proposal
We analyse your case and tell you which channel and budget suits you. With no obligation.
Industrial SEM is paid advertising (Google Ads and LinkedIn Ads) adapted to the B2B buyer: campaigns that appear exactly when an engineer or a purchasing manager searches for your solution. We structure accounts, keywords and landing pages to generate qualified leads at a controlled cost per opportunity, and we connect it to your CRM to measure the real return.
You need opportunities now, not in six months
SEO is a medium-term asset. But there are moments when you cannot wait: a launch, entering a new market, an empty sales diary or a seasonal peak to make the most of.
That is where SEM comes in: you pay to appear, but you appear today, in front of whoever is already searching for what you offer.
The risk is spending badly. A poorly set up account burns the budget on clicks from browsers, students or competitors. Our job is exactly the opposite: filtering out whoever does not buy and concentrating the investment on whoever can.
What is industrial SEM and why is it different?
It is advertising on search engines and professional platforms applied to B2B, with its own rules that consumer logic ignores. It differs in three ways:
How we generate opportunities
1
We define the buyer
Who decides, what they search for and at what stage they come in.
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2
We structure the campaign
Search, LinkedIn and remarketing according to intent.
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3
A landing page that converts
A dedicated page, an aligned message, a short form.
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4
We optimise by lead
We adjust bids and ads according to quality enquiries.
What you gain
What you get with our SEM
A tap of opportunities you can open when you need to, measured in business.
Leads right away
Results from the first week, ideal for launches or a thin sales diary.
To the exact decision-maker
We target by job title, sector and company so as not to waste a single euro.
Filtered traffic
Constant negative-keyword work: you pay for whoever can buy, not for browsers.
Landing pages that convert
The ad is half the battle; the landing page is the other half.
Connected to the CRM
We know which euro generates which opportunity, not just which click.
Full control
You raise or lower the investment according to the cost per opportunity you actually get.
What the service includes
A complete paid acquisition system, from strategy to continuous optimisation.
Strategy and account structure
Search campaigns (Google Ads)
B2B LinkedIn Ads campaigns
Remarketing and audiences
Creatives and ad copy
Conversion landing pages
CRM integration
Cost-per-lead and ROI reports
How we work
A living process, not a “set and forget”.
Phase 1
Strategy
Objectives, buyer, budget and messages.
Phase 2
Launch
Accounts, ads and landing pages, with tracking.
Phase 3
Optimisation
We iterate on lead quality and cost per opportunity.
SEM vs. SEO in industry
| Judgement | SEO | SEM |
|---|---|---|
| Speed | Medium term | Immediate results |
| Cost | Declining | Per click, ongoing |
| Control | Indirect | Total over who sees you |
| Ideal for | A long-term asset | Generate leads now |
What results you can expect
SEM generates opportunities almost immediately: the first weeks validate channels, keywords and messages, and from there the account is refined. With active management, the cost per opportunity tends to fall month by month while lead quality rises.
In business terms, it translates into a sales diary with a steady flow of qualified enquiries, the ability to “open the tap” when you need more activity and predictability: once you know your cost per opportunity, you can estimate how many you need and what it costs to get them.
It is the channel that brings control and speed, ideal for launches, entries into new markets or weak quarters, and it performs even better alongside solid SEO work.
From click to client
How a search turns into an opportunity
Search with buying intenton Google or LinkedIn
Click on your adonly from whoever fits your buyer
Lead on your landing pageshort form and aligned message
Opportunity in your CRMready for your sales team
Who it is for
Industrial SEM suits companies that need opportunities in the short term: launches, entering a new market or region, a thin sales diary or a seasonal peak to make the most of without waiting for SEO to mature.
It is also ideal for quickly validating whether there is demand for a new line before investing further, and for reinforcing acquisition at peaks of activity.
It works best when there is a lead follow-up system (CRM and nurturing), because the long B2B sales cycle requires accompanying the contact from the moment they arrive until they buy.
Why us
Why run your SEM with induSmart
We are not an agency that “runs ads”: we are your digital business consultant. Before touching a bid we understand your product, your margin and your sales cycle.
We connect the advertising with your website, your CRM and your sales team, and we work with no ties to any platform. You will see what every euro is invested in and what opportunities it generates, with no smoke-and-mirrors metrics.
How we measure results
The metric that matters is neither the click nor the impression: it is the cost per qualified lead and, above all, the cost per opportunity that enters your CRM. We optimise in that direction and report real return, not vanity metrics.
We set up rigorous tracking from the start and connect the campaigns to your sales system, so as to attribute the enquiry, the opportunity and — when the cycle allows it — the sale that arrives months later. That traceability is what lets you decide with data which campaign and channel to invest more in.
SEM in the age of AI
Advertising platforms rely more and more on artificial intelligence to optimise bids and audiences. It brings efficiency, but risks too: in B2B, leaving everything to the machine usually sends spending soaring on irrelevant clicks. We combine its power with human judgement and constant negative-keyword work.
We also integrate SEM with your SEO and your AI positioning (AEO/GEO): the lead arriving from the ad is nurtured, measured and connected to the rest of the channels. That joined-up view is what separates a digital business consultant from an agency that simply “runs ads”.
We answer your questions
Frequently asked questions
How much budget do I need to start?
It depends on the sector and the competition, but we start with a test investment that validates channels, keywords and messages before scaling.
What matters is not total spend, but the cost per opportunity: once we know it, we decide with data how much to invest to get the leads your team can handle.
Google Ads or LinkedIn Ads?
Google captures whoever is already searching for your solution; LinkedIn lets you reach a specific job title and company even when they are not searching yet.
In industrial B2B we usually combine them, giving more weight to one or the other depending on your average deal size and your market.
Is it worth it with a long sales cycle?
Yes, as long as it is measured properly. We capture the lead early and nurture it until it is ready to buy.
That is why we connect the campaigns to the CRM: to attribute the sales that arrive months after the first click. Without that traceability, a long cycle makes SEM look as if it is not working when it is.
Why does my current account spend a lot and bring in little?
The most common reason is a lack of negative keywords and targeting: the account pays for job, manual and curiosity searches.
A dedicated landing page is usually missing too: sending the traffic to the home page sinks conversion. We review this in the audit.
Do you make use of Google’s AI?
We use the automations that add value, but under control. In B2B, leaving the whole account to the machine usually sends spending soaring on irrelevant clicks.
We combine the power of automation with human judgement and constant negative-keyword work.
What is remarketing and is it right for me?
It means reaching again whoever visited your website without converting. Over long cycles it is highly profitable: it keeps your brand present throughout the decision process.
We include it as part of the funnel, not as a standalone campaign.
Do I need a new website or landing page?
Not always. If your website converts, we make use of it; if not, we create dedicated landing pages per campaign, which almost always perform better.
A good landing page can multiply the results of the same ad budget.
Can I combine SEM with SEO?
It is the most advisable route. SEM covers the short term while SEO matures and brings acquisition costs down.
What is more, the words that convert best in paid show you where to invest in organic, and vice versa.
How do you measure results?
In cost per qualified lead and, above all, in the cost per opportunity that enters your CRM. No vanity metrics.
We report real return and, when the cycle allows it, we attribute the sale to the campaign it came from.
How does a consultancy differ from an Ads agency?
An agency hands you campaign management; we start from your business and connect SEM with your CRM, your website and your sales process.
The goal is not to spend your budget, but to turn it into measurable pipeline.
What if my sector has little search volume?
That is the norm in industry, and it is not a problem. Few searches but highly qualified ones perform better than a lot of generic traffic.
We also complement search with LinkedIn, where we reach the decision-maker even when they are not searching yet.
How often do I get reports and reviews?
We work with regular reviews and a clear report focused on cost per lead and per opportunity, not on vanity metrics.
And we adjust the account continuously, not only when a report is due.
Does it require a long commitment?
SEM delivers results fast, but it performs better with continuity, because every iteration improves the account. We set the collaboration up around results, not around lock-in.
You set the pace according to the return you are seeing.
What is the difference between SEM and Paid Media?
SEM focuses on search engines (capturing whoever is already searching); Paid Media also covers LinkedIn, display and video to create demand.
If your goal is to fill the funnel in specific accounts, we combine it with B2B Paid Media.
Do you manage the landing pages?
Yes. We create dedicated landing pages per campaign, aligned with the ad and optimised to convert.
It is one of the levers that most raises the performance of the same budget.
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Do you need to fill your sales diary?
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