£120k a month of fabrication work, booked through one account.
That figure is client-reported: it comes from DRST’s order book, not from a Google Ads column, and we label it that way everywhere it appears. DRST is a UK structural steel fabrication firm. This is the story of the account behind the number — a B2B build for a market where one buyer matters more than a thousand clicks.
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Win the few searches where a contract is hiding
DRST fabricates structural steel. The job they gave us was specific: win subcontract fabrication work and coded and structural contracts from search — not traffic, not brand awareness, contracts.
B2B manufacturing search is the opposite of consumer PPC. The searches are few, and most of them are worth nothing — but scattered through them are buyers with a package of work to place. You cannot buy volume in this market, because the volume does not exist. What you can do is make sure that when one of those buyers types a fabrication search, the firm is there, the page answers like a fabricator, and the enquiry has somewhere serious to land.
That changes what good account management looks like. In a consumer account, a loose search term is a rounding error. In an account like this one, a single mishandled search can be the month’s one real buyer going to someone else. Low volume does not mean low stakes — it means every line matters.
Two campaigns, one page for buyers with drawings in hand
Everything in this build follows from one fact: the searches are scarce. So the structure is deliberately small, the page is built for the person a search like this actually comes from, and nothing that happens in the account goes uncounted.
- A two-campaign design — deliberately small. The first campaign owns coded and subcontract fabrication terms: the searches typed by someone who has work to place, not someone browsing.
- The second campaign puts DRST in front of buyers in new geographies — territories where the firm wants work but the name is not yet known. Search does not care whether you have met the buyer before; the ad is there when their search is.
- A landing page built for buyers with drawings in hand. Not a brochure homepage — a page that answers the questions a buyer placing fabrication work actually asks, and asks for the enquiry.
- A drawing-upload path on that page. A buyer with a drawing can attach it to the enquiry, so what arrives is not a name and a number — it is a job that can be quoted.
- Search-term policing, weekly. B2B manufacturing search is low volume, which cuts both ways: waste hides in fewer places, and every line in the report matters. Every line gets read, and the negative lists get tighter every week.
- Calls, forms and drawing uploads all tracked. Three routes an enquiry can take, three routes counted — so budget decisions are made on enquiries, not impressions.
Why so small a structure? Because spreading a low-volume market across a dozen campaigns splits scarce data a dozen ways and tells you nothing. Two campaigns with clear jobs keep the data whole and the decisions honest: one wins the searches where contracts hide, the other opens territory. Everything else is policing and measurement.
Work booked through the account
£120k/mo
Fabrication work booked through the account in a month, as DRST reports it from their order book.
Client-reported
Single contract, one enquiry
£80k
One contract, won from one enquiry, within that £120k. Not a monthly event — see the note below.
Client-reported
What you are looking at: the two figures DRST reports back to us, and two honest labels. Both numbers are client-reported, not platform-measured — booked work lives in an order book, not in a Google Ads column, so the platform cannot verify it and we do not pretend it can. And a contract the size of £80k is not a monthly event: the typical win through this account is a medium-sized fabrication contract, which is exactly the work the account is built to keep producing. The £80k shows what a single enquiry in this market can be worth when it lands.
Few buyers, big contracts? Then the account has to be exact.
If your market looks like DRST’s — low search volume, high enquiry value — start with the 12-Point Wasted-Spend Audit. Read-only access to your live account, findings in writing within 48 hours, and if the account is already tight we will say so. Yours either way.