Gilcrest Manufacturing grew monthly leads 61% and cut cost per lead 51% in one of paid search's hardest niches.
Gilcrest has made precision panel systems since 1946. Search volumes for its most valuable terms are in the hundreds and deals run to six figures. PUSH took on the account in August 2025.
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The results
August 2025 to July 2026. Spend was deliberately pulled back in the second half.
- +61%Monthly leads, launch to July 2026Gilcrest Manufacturing
- -51%Cost per lead over the same periodGilcrest Manufacturing
- -14%Average cost per clickGilcrest Manufacturing
- £74from £133Cost per lead, first-half average against second halfGilcrest Manufacturing
- 60%Marketing qualified lead rate, held across the yearGilcrest Manufacturing
- 8.3%Blended click-through rate, peaking near 11%Gilcrest Manufacturing
The challenge.
Gilcrest sells to engineers and specifiers, not casual searchers. A poorly built account in that niche wastes budget and builds nothing.
PUSH's diagnostic found three problems: heavy use of exact and phrase match capped learning, campaigns chased raw form fills and pulled in off-spec and residential traffic, and budget was spread across too many keywords.
- Client
- Gilcrest Manufacturing
- Sector
- Cleanroom and acoustic panel systems, B2B manufacturing
- Work
- Paid search
What PUSH did.
PUSH used broad match as a discovery engine with smart bidding and a tight negative list, ran broad, exact and phrase in separate campaigns with their own budgets, and cut the keyword list from about 65 terms to a focused set of proven ones.
It also fed CRM stages (lead, marketing qualified lead, sales qualified lead and opportunity) back into Google Ads by GCLID upload, so the algorithm learned to value qualified opportunities, not cheap form fills.
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Results differ by account. The stories above are what happened for those clients.
