Tom Bukevicius
@bukevicius
Principal @SCUBEmarketing. I tweet about #ecommerce and #googleads.
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Most PPC failures in auto parts, HVAC, and marine aren’t bid issues, they’re taxonomy issues. If Google can’t tell: • replacement vs. upgrade • universal vs. fit-specific • commercial vs. residential …it sends the wrong traffic at the wrong cost. Fix taxonomy first
Industrial buyers don’t want a story. They want: • specs • reliability • documentation • availability The story is the spec. Tell it clearly and you win. Tell it vaguely and you lose.
Bounce rate doesn’t get enough credit. In industrial niches, a drop often leads to: • higher lead quality • cleaner intent signals • stronger PMax • better organic ranking Bounce rate isn’t a UX metric. It’s a profit metric.
Spec-heavy industries reward people who: • think in systems • document everything • care about precision • solve problems calmly PPC is engineering disguised as marketing. The best strategies look like blueprints, not brainstorms.
The secret isn’t more campaigns... it’s better grouping. We group by: • margin tiers • lifecycle stage • technical complexity • compatibility systems Scaling isn’t about spending more. It’s about structuring smarter.
Every week we spend 30 minutes on “Signal Review.” Not results. Not dashboards. Signals. What’s shifting? What’s emerging? What’s breaking? Signals predict. Reports look backward.
SEO doesn’t fail because it’s hard. It fails because teams optimize for Google instead of the technician. If your content doesn’t speak voltage, torque, cycle rate, fitment, it won’t rank or convert. Speak the spec. Win the search.
PMax + a messy catalog = chaos. We’ve seen it push budget into: • obsolete SKUs • low-margin parts • high-click, low-profit items PMax works when the feed works. Without guardrails, you’re algorithmically guessing.
Large catalogs rot quietly. One duplicate SKU becomes ten. One wrong GTIN becomes a hundred mismatches. One outdated attribute tanks a whole category. Feed hygiene isn’t maintenance. It’s performance insurance.
In heavy equipment, plumbing, and industrial parts, match types aren’t the problem. Intent is If your keywords don’t mirror how technicians search (part numbers, specs, system issues) you’re optimizing the wrong lever. Intent first. Settings second
Most teams don’t need more data, they need cleaner data. We’ve audited accounts drowning in dashboards but starving for clarity. Half the numbers contradicted each other. None informed a decision. Clean data beats big data. Every time.
In complex industries, “explosive growth” is the worst promise you can make The better promise: disciplined, defensible, profitable growth. That requires: • testing • meticulous feed cleanup • clear margins • predictable pacing • trustworthy data
In auto parts, HVAC, and farm equipment, keyword tools mislead more than they help Tools can’t see: • symptom searches • compatibility modifiers • regional terms • technician slang • system-level queries Map intent from the catalog, manuals, and customer questions first
Industrial and machinery buyers don’t want persuasion, they want proof. Yet most product pages bury: • technical drawings • manuals • certifications • replacement part lists • install requirements These aren’t extras, they ARE the conversion tools
In heavy equipment and B2B parts, CPC and ROAS don’t tell the truth Repeatable lead velocity does If qualified leads arrive at a steady pace each month, scaling is safe. If velocity swings, you don’t have a marketing problem, you have a system problem.
Every time we audit a 10k+ SKU catalog, we always see too many campaigns. More campaigns ≠ more control More campaigns = more entropy Top accounts use fewer campaigns with: • clean naming • structured groups • margin tiers • tight negatives
“Does your data layer match reality?” Usually… no. We’ve seen: • conversions double-counted • lead forms firing as purchases • PMax stealing branded • return customers marked new • revenue inflated by tax/shipping Fix the plumbing → strategy becomes obvious.
HVAC, plumbing, marine, and industrial buyers search with specs: CFM, BTU, flow rate, voltage, fitment. If your product pages don’t reflect how techs and installers think, you won’t rank for the intent that actually converts. Speak the spec. Win the search.
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