Launching a New Industrial Product with Paid Ads
A 90-day plan for a new product launch with paid ads in manufacturing: discovery, remarketing and conversion phases, with goals and lessons for each stage.
By Downway Team 3 min read
A new product launch with paid ads works best when planned in phases rather than as a single campaign. A new product has no search demand of its own yet, and buyers need to know it before they request a quote. Below is a hypothetical 90-day case that you can adapt as a model.
The scenario
A manufacturer of dosing equipment launches a new line of dispensers for the food industry. The company has a website, a small contact base and a modest monthly budget. The goal is to generate qualified sales conversations within three months. Numbers here are illustrative.
Before you start: preparation
- a product page with specifications, applications, a short video and a quote form;
- conversion tracking set up: form, chat, calls and datasheet downloads;
- audience lists: current customers, site visitors and contacts from trade shows or prospecting;
- supporting material such as a datasheet and a demo video, which can come from video production.
Phase 1 (days 1 to 30): discovery
The focus is getting the market to know the product and capturing existing demand for the category. Searches for problems and solutions (ingredient dosing, weight control in filling) are more valuable than searches for the product name, which nobody knows yet.
- Search campaign with category terms and the problem the product solves;
- short video on YouTube or Demand Gen for interest audiences and lookalikes of your customer list;
- goal: qualified traffic and first contacts, accepting a higher cost per lead in this phase;
- indicators: impressions, clicks, time on page and video views.
Phase 2 (days 31 to 60): remarketing
People who visited the page and watched the video but did not request a quote become the remarketing audience. Here the ad changes: instead of introducing the product, it shows proof and reduces risk, with application cases, datasheets, warranty and a technical visit.
- remarketing on Display, YouTube and Search for site visitors;
- ads featuring useful material such as comparison sheets and specification guides;
- goal: raise the contact rate among visitors and lower cost per lead;
- indicators: remarketing conversion rate and qualified leads.
Phase 3 (days 61 to 90): conversion
With 60 days of data, the company knows which terms, ads and audiences bring good leads. Budget moves to them and the rest is cut. Decision offers come in, such as a technical visit, an equipment trial or a launch deal.
- concentrate the budget on campaigns with the best cost per qualified lead;
- create brand campaigns for the product name, which starts to be searched;
- align with sales on fast follow-up for every contact;
- goal: quotes sent and, later, orders closed.
Expected outcome and lessons
By day 90, the realistic expectation is not to dominate the market but to have a working funnel: a known audience, validated terms and a calculated cost per quote. B2B cycles are long, and some orders will close after the period.
- Do not bid on a new product name before it is known; attract through the problem.
- Set goals per phase so you do not judge discovery by conversion standards.
- Quality remarketing depends on having useful content to show.
- Align sales from day one, or leads go cold.
To structure a plan like this, see our paid ads work.
Frequently asked questions
How much should I invest in an industrial product launch?
It varies a lot by segment and competition. Set the budget from the value of one order, how many orders you need to pay back the investment and the average cost per qualified lead you see in the discovery phase.
Is it worth advertising before the product is ready?
Only to capture interested buyers, such as a waitlist or pre-launch, and being careful not to promise lead times production cannot meet.