Google Ads for Machine Shops and Laser Cutting: A Scenario

This is a hypothetical scenario on Google Ads for a machine shop that also offers laser cutting. The company in the example does not exist, but the picture is typical: a mid-sized shop, quote-based sales, customers who send drawings and a reliance on referrals. The goal is to show a campaign structure you can adapt.

The scenario

A shop in an industrial corridor has CNC lathes, a machining center and sheet laser cutting. About 80% of revenue comes from a handful of repeat customers. It wants to win new industrial accounts nearby without leaning on resellers or word of mouth.

The problem

• A one-page site that talks about everything, with no quote form.
• Quotes requested by phone, with no drawing and no specification.
• No tracking of where contacts come from.
• Local laser cutting searches crowded by signage makers and craft services.

The solution: campaign structure

Separate campaigns per service

One campaign for sheet metal laser cutting, another for CNC part machining, another for bending and rolling. Each has ad groups by material and application, such as stainless, aluminum and carbon steel. This allows separate budgets and bids.

Keywords and negatives

Phrase and exact terms like custom CNC machining to drawing, sheet laser cutting service and CNC machining supplier. Negatives for craft, mdf, acrylic, course, jobs, used machine and machine price, which attract equipment buyers and hobbyists.

A page with drawing upload

Each service gets a page listing materials handled, tolerances, typical lead times and a form that accepts drawing files in PDF, DXF or STEP, plus quantity and material. This filters out the curious and hands the estimator what they need. Our CAD design work helps when the customer has no drawing yet.

Audiences and remarketing

Visitors who opened the page without sending a drawing enter remarketing with an ad reminding them of lead time and file upload. A list of current customers can serve as an observation audience to understand the profile.

Tracking and budget

Conversions on form submissions with a file, chat clicks and phone calls. Initial media budget around 1,500 to 3,000 dollars a month, limited to the served region, with hours concentrated in the working day.

Expected results

Within 60 to 90 days, a reasonable outcome would be something like dozens of contacts a month, a share of them quotes with a usable drawing. If one in five quotes closes, even a few new orders can pay for the media. Real numbers depend on the market, region and response speed.

Lessons from the scenario

1. Splitting by service and material improves relevance and cost per click.
2. Asking for the drawing in the form raises contact quality.
3. Negatives are decisive on terms like laser cutting, which mix hobby and industry.
4. Quoting quickly matters as much as the ad.
5. Tracking closed quotes, not just forms, shows where to invest.

Want to build something similar? See our paid ads service.

Frequently asked questions

Does Google Ads work for a small machine shop?

It can when the service area is well defined and the shop replies fast. The critical pieces are a clear quote page and budget to test.

Should I ask for a drawing in the form?

Yes, at least as an optional field. It filters contacts and speeds quoting, but also offer a chat or email option.

How do I avoid hobbyist clicks on laser cutting?

Use negatives like craft, mdf and acrylic, and say clearly in the ad that the service is industrial and to drawing.