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Industrial automation companies · Pay per click advertising

Pay for the retrofit enquiry, not the man wanting one drive.

PPC for an integrator means buying the few searches that carry a project, such as a migration for an unsupported controller, while keeping out the spares buyers and the students. GullySales sets the targeting, writes the ads and checks spend against quotes raised.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of industrial automation companies at work in India

What pay per click advertising means

Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.

Also for industrial automation companies

Sales and marketing for industrial automation companies, the overview.

Last updated 5 Oct 2026.

For industrial automation companies

Where it usually goes wrong, and what we would do.

  • “One drive buyers cost the same click as a project”

    A search for VFD price brings a man wanting one piece at a discount, and empties a small budget by noon.

  • “PLC training is the biggest competing search”

    Institutes bid heavily on the same words, so the campaign has to be built on application terms instead.

  • “A capex enquiry will wait for a form”

    An engineer planning a shutdown will fill in the make, model and line if the page asks properly.

What we do

What we deliver for industrial automation companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Campaigns built on applications, not brands

    One campaign per application you want more of, such as water SCADA or end-of-line palletising, each with its own budget.

    Result: Money goes to the work your engineers do best.

  2. A landing page asking make, model and line

    A page per application ending in a form asking the machine, the existing controller, the shift pattern and when the shutdown window falls.

    Result: The sales engineer rings back already half prepared.

  3. Negatives against training, spares and jobs

    Blocks on course, institute, price of, second hand, repair and vacancy, checked against the terms people actually typed.

    Result: Students and spares buyers stop spending your budget.

  4. Ads that name the fault, not the brand

    Ad text about controllers out of support, unplanned downtime and traceability audits, so a click comes from somebody with that problem.

    Result: The enquiry arrives from a plant, not a trader.

  5. Spend timed to the capex calendar

    Budget raised in the months plants fix capital spending and before the annual shutdown, then cut when nobody is approving anything.

    Result: You advertise while budgets are being decided.

  6. Cost measured per quote, not per click

    Cost per qualified enquiry and per quote raised, reported by campaign against the figures recorded before the ads began.

    Result: You can see which application pays to advertise.

How the result is measured

  • Cost per click
  • Cost per enquiry
  • Enquiries from paid search

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full performance marketing and PPC page

Searches to bid on and block

The searches worth paying for as an automation integrator, and the ones to keep out.

Retrofit searches, such as PLC migration for an obsolete controller
Bid. A plant with an unsupported controller has a problem and a budget. Name the controllers you migrate and ask for the make, model and line on the form.
Application searches, such as conveyor automation or packing line automation
Bid for the applications you have finished. Give each its own ad group and page with a short description of the line, the controller and what changed.
SCADA, MES and energy monitoring searches
Bid, narrowly. These buyers are shortlisting. Show the industries you have done and ask for the plant, the number of points and the target date.
PLC training, programming tutorial, free software and job searches
Block. PLC training, ladder logic tutorial, SCADA course, free download and automation engineer job are the biggest competing searches. Add them as negatives first.
Single drive, spare and rate searches
Block, unless you sell spares. A buyer who wants one drive or a PLC card costs the same click as a project. Send them to a spares page or leave them out.
Where the click lands, and what to count
Send the click to an application page with a form asking the make, the model, the line and the problem. Count a form that named a line and a controller, and log the site visits, the quotes and the orders.

Who it is for

This is written for these industrial automation companies.

  • PLC, SCADA and HMI system integrators
  • Control panel and MCC panel builders
  • Robotics and pick-and-place integrators
  • Special purpose machine builders
  • Process automation and DCS integrators
  • Industrial IoT, MES and energy monitoring providers
  • Authorised channel partners and distributors of automation brands
  • Drive, motion control and servo specialists
  • Retrofit and migration specialists for old control systems

Not for

It is not the right fit if.

  • You cannot reply to a form the same day, so a paid click would reach a plant that has moved on to another integrator.
  • You want one-drive and spare-part buyers out, but have no page that tells them to go elsewhere, so the budget would feed them.
  • Your sales is one person with no time for a qualifying call, and paid enquiries would arrive faster than they can be sorted.

How it works

How the pay per click advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Agree the whole budget

    We fix the total paid budget across platforms, who owns each ad account, and how much is open to moving.

  2. 2

    Audit tracking and accounts

    We check that conversions fire once, that calls and WhatsApp chats are counted, and that your enquiry sheet matches what the platforms say.

  3. 3

    Set one definition of success

    You and we agree what a qualified enquiry is and what an order is, so every platform is judged the same way.

  4. 4

    Build and launch the plan

    Campaigns are structured across platforms with shared naming and tags from day one.

  5. 5

    Read search terms and lead quality

    We review the queries that triggered ads and the enquiries that arrived, and remove waste before moving money.

  6. 6

    Reallocate and report

    Budget moves toward what is earning, within agreed limits. Results are reported against the baseline, at the frequency agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Is Google worth it when work comes from OEM referrals?
As a second source, yes. Referrals stop when a distributor changes the engineer, and search does not.
What should we spend to test it?
Enough to run two applications for a month in your region. We put a figure against the quotes you need once we have read your brief and spoken to you.
Should we bid on brand names such as Siemens PLC or Allen Bradley?
Bid on service and migration words connected to those brands rather than the brand name alone. A brand name search often wants the brand's own spares or manual. Say which makes you work on.
Should we advertise in the capex months?
Raise spend when your customers plan budgets and shutdowns, and lower it afterwards. Ask your own sales team when quotations arrive. Pair the campaign with a visit and a follow-up routine for the form fills.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for industrial automation companies.

All articles

More for industrial automation companies

Everything else we would do for you.

Or start from the overview: sales and marketing for industrial automation companies.

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