WebCitz started working with this client in 2022
- Client: Hybrid Sources
- Platform: Wix
- Industry: Manufacturing / Industrial
- Services: Digital Marketing, Maintenance / Support
The Challenge
The custom microelectronics market is small, but the competition for search visibility is fierce. Hybrid Sources faced several advertising hurdles:
- “Broad” Keyword Bleed: They were paying for clicks from hobbyists or students searching for general electronics, rather than the B2B engineers looking for custom ceramic circuits.
- Low Landing Page Conversion: Their existing destination pages were too technical and lacked clear “Next Steps,” causing potential high-value leads to bounce.
- Lack of Brand Persistence: In a multi-month decision-making process, they needed a way to stay top-of-mind after an engineer first visited their site.
The WebCitz Solution
We executed a comprehensive “Precision-Targeting” overhaul of their entire advertising funnel:
- Keyword Clean-up & Negative Strategy: We performed a forensic audit of their search terms. We moved the account toward Exact Match and Phrase Match for hyper-specific terms like “custom thick film ceramic heaters” and “thick film printing services,” while aggressively adding negative keywords to filter out unqualified traffic.
- Landing Page Optimization: We redesigned the target landing pages to speak directly to the needs of an engineer. We prioritized:
- Technical Specs & Capabilities: Clear lists of substrate materials, line widths, and tolerances.
- Trust Signals: Highlighting ISO certifications and industry applications (Aerospace/Medical).
- Frictionless Lead Intake: Simplifying the “Request a Quote” process for custom projects.
- Advanced Display & Placement Targeting: Instead of broad display ads, we targeted specific industry-related websites and journals where electronics engineers spend their time. This ensured the brand appeared in a contextually relevant environment.
- Retargeting Campaign Implementation: We set up a strategic retargeting funnel. If a user visited a page on “ceramic circuits” but didn’t contact the company, they were served professional brand ads as they continued their research elsewhere online, keeping Hybrid Sources at the forefront of the bidding process.
- Ad Copy Revitalization: We redid their ad copy to emphasize their US-based manufacturing and “custom-built” expertise, differentiating them from mass-market offshore alternatives.
The Result
Over the six-month sprint, we transformed the Google Ads account into a lean, lead-generating machine. By narrowing the targeting and improving the “on-page” experience, we were able to increase the Conversion Rate while actually lowering the overall cost-per-lead. Hybrid Sources was able to secure a higher caliber of inquiries from decision-makers in high-stakes industries, proving that in manufacturing, a smaller, better-targeted audience is far more valuable than broad visibility.
