Case study · Google Ads · B2BCzechia

We run a B2B distributor on high-intent search

How we run ipc2u.cz — a B2B industrial-automation distributor — as a high-intent search lead engine across industrial computers, automation and communication.

Search-ledhigh-intent B2B
50%of leads via search
3 categoriescomputers · automation · comms
B2Blong sales cycle

The partner

ipc2u.cz is a B2B distributor of industrial-automation hardware — industrial computers, automation and communication components. B2B is a low-volume, high-value, long-cycle game: the buyers are specialists who know exactly what they need. The account had to own that precise, high-intent demand.

Goals

  • A steady flow of qualified B2B inquiries.
  • Own high-intent search across each product category.
  • Keep spend on specialist, ready-to-buy intent.
  • Support with Smart and Performance Max coverage.
  • Track every inquiry so bidding optimizes to real leads.

Strategy

We run a search-led system: dedicated high-intent campaigns per product category, backed by Smart and Performance Max, with tight query control keeping spend on specialist demand.

  1. 01

    Owned category search

    Dedicated search campaigns for industrial computers, automation and communication captured the precise, high-intent B2B demand — roughly half of leads.

  2. 02

    Added Smart and PMax coverage

    Smart and Performance Max campaigns extended reach across Google's inventory.

  3. 03

    Kept spend on specialist intent

    Tight query control and negatives kept budget on ready-to-buy buyers, not browsers.

  4. 04

    Covered the range with DSA

    Dynamic search filled long-tail category gaps.

  5. 05

    Tracked every inquiry

    Conversions tracked so bidding optimized to real B2B leads.

Results

ipc2u.cz runs as a high-intent search engine for specialist B2B demand — roughly half of leads through category search, with Smart and Performance Max adding coverage.

Share of leads from search~50%
Categories coveredcomputers · automation · comms
Support channelsSmart + Performance Max
Spend focusspecialist intent
Tracking coverageevery inquiry

Where the leads come from

Share of leads by channel
High-intent search
50%
Smart
31%
Performance Max
19%
~50%of leads from precise, high-intent B2B category search.
3product categories covered — computers, automation, comms.
Specialistspend kept on ready-to-buy B2B intent.

The team

A senior-run Google Ads pod: strategy & account lead and a PPC specialist on daily optimization — the same people, on a flat monthly fee.

Roman, Head of Paid Search
RomanHead of Paid Search

Metrics shown as relative growth. Absolute account figures are kept confidential.

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