Foodservice equipment sales and service (B2B)

About the industry

The B2B foodservice equipment market

Professional foodservice equipment is a typical B2B market whose customers are restaurants, hotels, canteens, and catering companies. The purchase is considered and pragmatic — what counts is matching the equipment precisely to the venue's needs, its parameters, reliability, and after-sales service availability.

This category combines equipment sales with a service offering, where customer value builds over the long term. Campaign effectiveness is determined by precisely reaching professional buyers and accurately measuring valuable inquiries and orders — not by raw click volume.

Online marketing challenges

• A professional, demanding B2B customer with specific, technical needs
• A longer, considered decision process and a higher order value
• A model combining equipment sales with a servicing offering
• The need to precisely reach the foodservice industry, not individual consumers
• Competition from distributors and wholesalers of professional equipment
• The importance of trust, reliability, and after-sales support in the purchase decision

Market context

• Steady demand driven by the growth of foodservice, hospitality, and catering
• The move of professional equipment sourcing to the online channel
• The growing role of servicing and after-sales support in building B2B customer loyalty

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

About the client

A B2B company in the foodservice industry — sales and servicing of professional equipment. Its customers are venues and companies seeking specific solutions and service support.

The challenge

Solutions we implemented

• Growing the number of B2B inquiries and orders
• Reaching professional foodservice customers
• A stable long-term partnership

Execution

How we did it

1. 1

   Measuring valuable conversions

   We implemented measurement of inquiries and orders as campaign goals in the B2B model.

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

   Campaign structure around assortment and servicing

   We structured campaigns around equipment categories and servicing offerings.

6. 6

   Smart bidding strategies

   Conversion-maximizing strategies increased the number of valuable inquiries.

7. 7

   Continuous optimization

   Search query analysis and exclusion lists maintain relevance in a professional category.

Results

Measurable outcomes

Data from the client's Google Ads account. Relative values only — a comparison of the first and second half of the period.