Renewable energy
Challenge:
Generate qualified B2C and B2B leads for solar PV systems and battery storage.
Approach:
- Google Ads account audit
- Keyword strategy
- New ads and extensions
430%
Increase in leads from Google Ads
Read the full case study
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Eight years of data: 2,906 B2B quote requests from Google Ads and SEO
How we manage Google search for Macropix, an Italian manufacturer of LED walls and LED screens: an unbroken Google Ads history since 2018, three different budget cycles and SEO coverage of the most competitive category keywords in the sector.
2,906
enquiries from Google Ads since 2018
€175,295
ad spend managed over eight years
€39.44
cost per enquiry in 2025, the best in the series
79 of 135
tracked keywords on Google's first page
The context
A small, expensive and competitive B2B market
Macropix designs and manufactures LED walls, large screens and LED totems for businesses, events, retail and the public sector. A long sales cycle, a high average order value and demand on Google that is concentrated on a handful of category keywords.
Anyone searching for "ledwall" or "led wall prezzo" (LED wall price) finds manufacturers, distributors and rental companies in the same space. For a manufacturer that sells direct, owning those searches is the difference between receiving qualified quote requests and buying clicks that end up with a reseller.
01
Few searches, all contested
Category keywords have modest volumes and high competition: the site gets 67,560 impressions in twelve months for "ledwall", but manufacturers, rental companies and marketplaces all compete for the first page.
02
Few conversions, so every mistake counts
An account that generates a few dozen enquiries a month does not forgive messy tracking: one wrong conversion shifts Google's automated bidding more than it would on an e-commerce site.
03
A budget that follows the company's cycles
The history goes through three phases: €25,000-29,000 a year from 2018 to 2021, €16,000 in 2022-2023, €11,000-13,000 from 2024. 2024 is the worst year in the series: 120 enquiries at €94 each.
With half the budget of 2020, 2025 closed at 328 enquiries at €39 each: close to the 2018 level, on less than half the spend.
Budget was not the driver. It was cleaning up the conversion signal and restructuring the campaigns by product cluster at the end of 2024.
- Client
- Macropix
- Industry
- LED walls, large screens and LED totems (B2B)
- Period
- 2018 to August 2026
- Services
- Google Ads, SEO
The work
What we do on an account with eight years of history
An account this old builds up layers: campaigns opened in different years, conversions defined by different people, keywords that no longer make sense. The first job is to strip things back.
01
A single conversion signal
Today Google Ads optimises for a single action: a completed enquiry form, tracked through Google Tag Manager. Secondary actions have been separated out, so automated bidding no longer chases phone clicks or page views.
02
Campaigns by product cluster
LED walls, LED screens, totems, large screens: the same four clusters drive both the Google Ads campaigns and the SEO plan, with separate ads, landing pages and reports for each.
03
Technical SEO and coverage of category keywords
A full site audit (duplicates created by WPML, spikes in pages crawled but not indexed, accessibility) and monthly tracking of 135 keywords split by cluster, with reporting to the client.
04
Budget adjusted on data, not gut feeling
When the budget rose to €2,000 a month in spring 2026 and the cost per enquiry rose with it, we brought it back to €1,200: demand in this market is what it is, and pushing further only buys worse clicks.
Google Ads results
Eight years, three budget cycles and a cost per enquiry back under €40
The bars show enquiries per year, the orange line the cost per enquiry. 2026 is partial, January to August.
Enquiries per year Cost per enquiry (€)
| Year | Spend | Enquiries | Cost per enquiry |
|---|---|---|---|
| 2018 | €25,184 | 429 | €58.73 |
| 2019 | €27,174 | 517 | €52.60 |
| 2020 | €28,940 | 455 | €63.59 |
| 2021 | €24,613 | 364 | €67.65 |
| 2022 | €16,381 | 244 | €67.23 |
| 2023 | €16,288 | 233 | €69.91 |
| 2024 | €11,325 | 120 | €94.37 |
| 2025 | €12,937 | 328 | €39.44 |
| 2026 (Jan-Aug) | €12,453 | 217 | €57.39 |
| 2024 → 2025 | +14% | +173% | −58% |
The conversions counted are completed enquiry forms. Over the years the definition of a conversion changed along with the site, so the cleanest comparison is between 2024 and 2025, which share the same tracking.
SEO results
Category keywords covered, without paying for the click
In the last twelve months (September 2025 to August 2026) the site earned 1,145,717 impressions and 16,712 clicks from organic search, mostly on non-branded searches.
| Search query (Italian) | Impressions (12 months) | Clicks | Average position |
|---|---|---|---|
| ledwall | 67,560 | 1,495 | 5.5 |
| led wall | 27,868 | 746 | 9.1 |
| ledwall prezzo | 8,621 | 231 | 7.2 |
| led wall prezzo | 5,542 | 273 | 4.2 |
| ledwall da esterno | 4,635 | 198 | 4.1 |
Where the site stands today on the 135 tracked keywords
Tracking covers 135 category searches split across the four clusters. Today 79 are on the first page and 28 are in the top three results.
The technical work removed the duplicates created by the multilingual setup and cleaned up pages that were crawled but not indexed. On a B2B site with a few hundred URLs, every page Google discards is one less product page in the running.
Ranking distribution
Tracked keywords by ranking band, September 2026.
Non-branded searches drive most of the traffic: "macropix" brings 452 clicks in twelve months, "ledwall" alone 1,495.
In the client's words
What Macropix says
"We started with Visilay on SEO and, thanks to the results, extended the partnership to Google Ads, Bing and now the new opportunities around AI. Always professional, with constant monitoring of KPIs and opportunities, and focused on business results."
Luca ContiCEO Macropix SRL
Key takeaways
What we would do on a B2B account like yours
Fewer campaigns, one signal
An old account needs pruning before it can be optimised. One well-defined conversion is worth more than ten partial actions.
The same clusters for Ads and SEO
If the campaigns and the organic pages cover the same four product families, the client report becomes readable and budget decisions have a clear reference point.
The right budget is what the market can absorb
When demand is small, pushing past the threshold buys worse clicks. The cost per enquiry tells you when to stop.
Does your Google Ads account have more history than strategy?
Campaigns opened in different years, conversions nobody remembers setting up, a cost per enquiry that keeps rising for no clear reason. If you recognised your account while reading this page, there is almost always room to improve, and more of it than you think.
In 30 minutes we review your account together: conversion tracking, campaign structure, wasted spend on locations and match types. You will leave with recommendations you can put to use straight away to improve your account's performance.
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