B2B Digital Marketing Strategy & Performance

Situation

Biesse Italia, a textile industry supplier specializing in buttons, labels, leather patches, zippers, and accessories, needed to establish a strong digital presence in the competitive B2B textile market. The company required a sophisticated Google Ads strategy to generate qualified traffic and high-quality B2B leads (RFQs) while competing against established industry players across diverse textile supply categories.

Task

As your Google account manager, I was responsible for:

Designing and scaling comprehensive Google Ads strategy across Search and complementary placements
Implementing data-driven decision frameworks for continuous campaign optimization
Establishing measurable growth in qualified traffic and lead generation

Action

Once we have analyzed the customer profile and market characteristics, we analyze the main search keywords and create the campaign strategy:

Strategic Campaign Architecture:

Developed customer-centric full-funnel strategy targeting purchase intent from generic searches ("textile accessory suppliers") to high-intent queries ("custom woven labels," "wholesale metal buttons," "leather patches for denim")
Demonstrated creativity in developing industry-specific keyword strategies and ad messaging

Performance Optimization & Continuous Improvement:

Maintained Google Ads Search certification with ongoing updates on best practices and new features (Assets, Smart Broad Bidding, Enhanced Conversions)
Conducted 10+ live optimization sessions with Google support teams testing bidding strategies (tROAS/tCPA), audience layers, and location/device adjustments
Implemented systematic A/B testing of headlines, descriptions, and assets to increase CTR and improve Quality Score
Managed negative keyword strategies to eliminate irrelevant traffic and optimize budget allocation

Leadership & Technical Excellence:

Integrated GA4 with Google Ads for comprehensive conversion tracking and attribution modeling
Created monthly Looker Studio dashboards tracking key performance indicators (CTR, conversion rate, CPA, sessions, new/returning users, top queries, traffic sources)

Data-Driven Strategy Evolution:

Implemented data-driven decisions through rigorous measurement and continuous optimization
Applied advanced bidding strategies and audience layering based on performance analytics
Evolved campaign structures based on quarterly performance analysis and market trends

Result

Over 7+ years, successfully delivered value through:

Sustained traffic growth: Consistent increase in qualified B2B traffic and high-intent user engagement
Lead generation optimization: Continuous improvement in Request for Quote (RFQ) volume and quality for textile industry supplies
Focus on Quality: Work was done to achieve 95 to 97% of effective contacts aligned with the sales offer.
Market positioning: Established Biesse Italia as competitive digital presence in textile supply industry
Technical innovation: Successfully implemented advanced Google Ads features and attribution models, staying ahead of platform evolution
Strategic partnerships: Built strong relationship with Google support teams, accessing cutting-edge optimization strategies
Measurable ROI: Comprehensive reporting framework enabling data-driven decisions and demonstrable return on advertising investment