Gate automation and drives

About the industry

The gate automation and drives market

Gate automation is a typical technical industry in which the customer — an installer or a knowledgeable user — searches for a specific product with defined parameters and compatibility with their existing equipment. The purchase decision is pragmatic: what matters is fit, availability, and seller credibility.

This is a market where campaign precision matters enormously — broad, generic phrases generate low-intent traffic, while real sales come from very specific product queries. Well-structured Shopping campaigns reach exactly the customer who knows what they are looking for.

Online marketing challenges

• A technical, knowledgeable customer searching for specific models and compatibility
• The need for precise matching to specialist product queries
• The risk of burning budget on generic, low-intent traffic
• A broad catalog of variants and accessories requiring a well-maintained product feed
• Competition from technical stores and wholesalers fighting on price and availability
• Some purchases are tied to installation services, which lengthens and complicates the path

Market context

• Steady demand driven by construction, renovations, and replacement of old automation
• A shift of technical assortment purchases to the online channel
• A growing role for stock availability and fast shipping in the purchase decision

We present market context descriptively, based on well-established industry trends — without quoting unverified figures.

About the client

An online store offering gate automation, drives, and mounting accessories. A technical customer looking for specific solutions and compatibility.

The challenge

Solutions we implemented

• Growing sales of the technical assortment
• Reaching customers with high purchase intent
• Scaling while maintaining a high ROAS

Execution

How we did it

1. 1

   Account audit and revenue measurement

   We implemented order value measurement as the basis for optimization decisions.

2. 2

   Migration to ICBM Polska CSS

   We migrated the Shopping campaigns to ICBM Polska CSS (Comparison Shopping Service). As a result, Shopping ads are served at a lower effective cost per click, which directly improves sales profitability.

3. 3

   Conversion measurement in Campaign Manager 360

   We implemented Campaign Manager 360 with Floodlight tags, ensuring precise conversion measurement independent of any single platform. This is the foundation of reliable data on which we base every optimization decision.

4. 4

   Campaign management in Search Ads 360

   We run and optimize campaigns through Search Ads 360 — a platform that lets us manage budgets and bid strategies at scale and respond to performance changes faster than in the standard interface.

5. 5

   Product feed and campaign structure

   We structured campaigns around specific drive types and compatible accessories.

6. 6

   Smart bidding strategies

   ROAS-based strategies allowed us to reach customers with the highest purchase intent.

7. 7

   Continuous optimization

   Analysis of technical queries and exclusion lists keeps ad relevance high.

Results

Measurable outcomes

Data from the client's Google Ads account. Relative values and ROAS multiples only.