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PPC: Trucut Tools

Dorset-based precision tooling supplier

The challenge

Trucut Tools supplies precision tooling to engineering businesses across the UK, with a broad range spanning milling, drilling, threading and tool holding. Reaching buyers with the right product at the right moment is central to its online marketing.

The challenge was to make Google Ads investment work harder across that catalogue. Increasing the budget had not consistently produced a proportionate improvement in performance, so we focused on the search terms, products and campaigns most likely to generate valuable demand.

46%

More Google Ads-reported conversion value

46%

Higher Google Ads return on ad spend

23%

More Google Ads clicks

19%

Lower Google Ads cost per click

The solution

We reviewed historical search performance and built a dedicated Search campaign around proven terms. This gave the account a focused route to buyers already looking for relevant engineering products.

Alongside Search, we refined the search themes in the Performance Max category campaigns to improve relevance. Regular account-wide search-term reviews informed an expanded negative keyword list, helping reduce spend on irrelevant and low-intent searches.

We reviewed weaker Performance Max activity and paused lower-performing campaigns. Product performance reviews continue to identify where spending is justified and which high-spend products need closer attention. A Standard Shopping trial was also evaluated and paused when its performance did not support further investment.

In the year-on-year comparison, Google Ads-reported conversion value increased from £8,948.95 to £13,024.76, while advertising spend remained broadly level at around £843. Return on ad spend rose from 10.56x to 15.45x.

Clicks increased from 928 to 1,144 and average cost per click fell from approximately £0.91 to £0.74. The account generated more reported value from a similar investment, although attributed conversion volume was around 4% lower.

These figures use Google Ads attribution and have not been reconciled with ecommerce or CRM records. Ongoing budget and campaign reviews focus on maintaining efficiency before increasing investment, supported by continued search-term, product and Performance Max optimisation.