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Metal Medya

We measure and run your ad campaigns by the sales opportunities they bring

For your Google, LinkedIn and YouTube campaigns, our video team produces the creative and our editors, who cover your sector every month, write the ad copy. Every month we report the sales opportunities from your ads and the cost per opportunity.

Discuss your project +90 216 466 79 55 Request a free account audit

At a glance

Scope
Measurement tied to sales data · Ad creative from our video team · Search ads · LinkedIn and YouTube
Duration
90-day restructuring: 12 weeks
Ways to work
Account audit · 90-day restructuring · Ongoing campaign management
Getting started
Account audit · Free review

What companies expect from online advertising has changed

  • Enough yesterday: Google Ads management

    Expected today: An ad programme measured against the pipeline

  • Enough yesterday: Clicks and impressions

    Expected today: Cost per opportunity

  • Enough yesterday: One platform

    Expected today: Search, LinkedIn and video in one plan

  • Enough yesterday: A platform report

    Expected today: Measurement fed back from the CRM

The parts of an advertising programme

We set up the measurement, produce the creative, run the channels and report on the pipeline.

Measurement tied to sales data
  • GA4 and conversion setup
  • Offline conversion import from your CRM
  • Enhanced conversions for leads
  • Consent Mode v2 for buyers in the EU
Ad creative from our video team
  • Short product and plant videos
  • Search and social ad copy
  • Planned creative tests
Search ads
  • Product-led keywords
  • Negative keyword list
  • Campaigns by language and market
LinkedIn and YouTube
  • Job title and company targeting
  • Thought Leader Ads
  • Retargeting
Trade websites and newsletters
  • Placements on trade websites
  • Newsletter sponsorship
  • Fair season campaigns
Channel plan, budget and pipeline report
  • Budget model from the pipeline goal
  • Channel roles and budget split
  • Cost per opportunity report
  • Monthly improvement plan

Which channel suits your goal?

Channel choice starts from the goal. Most plans have two or three channels working together; the table shows which channel leads for which goal.

Google search

Who it reaches
People searching for the product or solution right now
Best for
Quote requests and visits close to purchase

Display and YouTube

Who it reaches
A broad audience across websites and videos
Best for
Awareness and reaching past site visitors again

LinkedIn

Who it reaches
People selected by job title, sector and company
Best for
Reaching decision-makers directly

Facebook and Instagram

Who it reaches
A broad audience by interest
Best for
Recruitment, employer brand and consumer-facing products

Trade websites and newsletters

Who it reaches
The readers of our publications
Best for
Steady visibility within one sector
See advertising options

Your ads are produced by our publishing team, and we also run your campaign on our magazines’ websites

Our editors, who follow your sector, write your ad messages and our video team produces the creative. If you wish, we also run your banner advertisements on the websites and newsletters of our 7 trade magazines.

See advertising options

In the first 90 days we audit, rebuild and scale; after that, we adjust every month against the pipeline

  1. Duration: 1-2 weeks

    Audit

    Deliverable Audit report and 90-day plan

  2. Duration: 3-5 weeks

    Measurement and restructuring

    Deliverable Working measurement and a new campaign structure

  3. Duration: 4-6 weeks

    Testing and scaling

    Deliverable Test results and an updated budget split

  4. Duration: Monthly

    Reporting and improvement

    Deliverable Monthly pipeline report

You start with a free account audit

Discuss your project

  1. Free review · 5 working days

    Account audit

    • Campaign and keyword structure
    • Conversion and CRM tracking
    • Channel and budget split
    Request a free account audit

  2. One-off project · 12 weeks

    90-day restructuring

    • Measurement and CRM import
    • Channel roles and campaign structure
    • Video and visual creative

  3. Monthly · At least 6 months

    Ongoing campaign management

    • Campaign management and budget shifts
    • Regular creative refresh
    • Placements on trade websites

We prepare your quote line by line for the model and scope you choose.

Questions asked before we start

What determines the cost?

There are two separate items: the ad budget paid to the platforms and the management fee. We model the budget from your pipeline goal; the management fee depends on the number of channels, the campaign structure, creative production and reporting frequency. After the audit we give an itemised written quote.

When will we see results?

Search ads start producing data shortly after they go live. Which channels and messages bring sales opportunities usually becomes clear from the first 90 days of data; campaigns are then improved month by month.

Google or LinkedIn?

For most industrial companies the two do different jobs. Google search captures people looking for your product today; LinkedIn and YouTube reach decision-makers who are not searching yet. We recommend the split between channels based on your goal and your product’s sales cycle.

Who owns the ad accounts, and can you take over our existing account?

Accounts, tracking setup and data are opened in your company’s name and stay with you; we manage them as authorised users. If you already have an account, we continue in it, so your history is kept.

What do you need from us to start?

Read access to your ad accounts and site analytics, a short conversation about how your sales team handles enquiries, and the sales stages in your CRM if you have them. We prepare the audit from this.

How does the sales data in our CRM connect to the ad platforms?

When a quote request becomes a sales opportunity or an order, we send that information back to the ad platform. In Google we do this with offline conversions and enhanced conversions for leads; for campaigns reaching buyers in the EU, consent signals are passed through Consent Mode v2.

Tell us what you want to do and we will prepare the plan and quote to match

Send us your goal, the buyer you want to reach and, if you have one, your current ad account, and we will prepare a channel and budget proposal to match.

Advertising and services T +90 216 466 79 55 M +90 554 965 29 19 E [email protected]
Discuss your project

Online advertising: where should an industrial company spend its ad budget?

Industrial products have few buyers, but valuable ones; one quote request can matter more than hundreds of clicks. A good online advertising plan puts the budget into the channels that reach that buyer by the shortest route.

The right keyword in search ads

In Google Ads search campaigns, broad words are expensive and bring the wrong visitors. Searches that include a product name, size, material or standard bring buyers who are close to purchase, where a word like “steel” does not. Negative keywords keep out job and student searches. The ad should land on that product’s page, not the home page.

Reaching the decision-maker

In industry, a purchase is often decided by several people: the engineer, the buyer and the manager. LinkedIn ads reach them by job title, sector and company size. Clicks can cost more, so targeting is kept narrow and the ad leads to content that genuinely helps a decision-maker, such as a data sheet or a case study.

Remarketing and long sales cycles

Industrial purchases take weeks or months. A buyer who visits your site may not ask for a quote the first time. Remarketing on the display network, YouTube and social media shows your brand to them again while they decide. Keeping the message consistent with the product page protects trust.

No optimisation without measurement

The real result of an ad is an enquiry, not a click. When form submissions, phone calls and email clicks are measured separately, you can see which channel actually brings enquiries. The budget is shifted during the month on that data; weak keywords are paused and the ones that work get a larger share.

Web design and software

Advertising around trade fairs

The weeks before a fair are when buyers research suppliers and book meetings. Short campaigns that highlight your stand number, a meeting form and the product you will show tell buyers coming to the fair where to find you and how to book a meeting, and remarketing reaches the people who visited the stand after the fair. These periods belong in the annual plan from the start.

Media planning
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