Paid media for industrial and commercial manufacturers.

We grew an industrial manufacturer’s revenue 25% on 21% less ad spend in 12 months. Same product, same market, better account.

Or see the 2025 numbers from an industrial client.

Industrial manufacturer: 2024 vs. 2025

−21.2%

Paid Ad Spend

+24.5%

Revenue from Paid Media

4.55x → 7.18x

Return on Ad Spend (ROAS)

−45.4%

Cost Per Customer

You're not running paid media wrong. You're running it generic.

Most industrial and commercial manufacturers we meet are spending $250K to several million a year on paid search and paid social. The campaigns are live. The reports look fine. The CMO presents a ROAS number every quarter that nobody really trusts.

What we usually find under the hood:

One or two umbrella campaigns mixing branded, commercial, industrial, and e-commerce intent into the same bucket
Landing pages that are the homepage, or worse, a generic “Contact Us” form
Paid social running like a same-day purchase channel, punished for an awareness role nobody scoped it for
A generalist agency that's never read a product spec sheet, never sat in on a dealer call, and treats your account like a software startup's

The spend is working. It’s just not working hard. That’s the gap we close.

Paid media is the lead. Everything else is in service of it.

We are a paid-ads-first agency for industrial and commercial manufacturers. We run the channels and we run the work around them that decides whether the channels actually pay back.

What we run

Paid search (Google Ads, Microsoft Advertising). Campaigns organized by what the buyer is looking for: branded, product-specific, competitor, and commercial terms. Cost-per-acquisition targets set to match what each deal is actually worth.
Paid social (Meta and LinkedIn). Run as an awareness channel for the full buying committee, not a channel you hold accountable for closing deals it was never meant to close.

What we run around it

Landing page strategy and creative direction (we tell you what it needs to say and where the form goes; we don't build it)
SEO and content strategy built around the same buyer stages as our paid search campaigns
Buyer research, customer journey mapping, and messaging for complex, high-value sales
Tracking and analytics setup: HubSpot, GA4, and ad platform connections. Blind spots in your reporting are how solid media gets defunded by a finance team that can't see what it's doing.

What we don’t do: account managers between you and the operator, junior buyers running campaigns from templates, or “growth marketing” decks that don’t move spend.

4.55x to 7.18x return on ad spend in 12 months. On 21% less spend.

Our client manufactures and sells industrial and commercial equipment, direct and through a dealer network. Average deal size from paid search leads: approximately $11,000. Results cover January to December 2024 compared to January to December 2025.

Metric	2024 vs. 2025
Paid Ad Spend	$369,804 to $291,583 (-21.2%)
Revenue from Paid Media	$1,681,551 to $2,094,207 (+24.5%)
Return on Ad Spend (ROAS)	4.55x to 7.18x (+57.9%)
Cost Per Customer	$2,641 to $1,443 (-45.4%)

The situation going in: a working paid media program, live campaigns, quarterly reports that looked fine. The problem was not the budget. It was how the budget was allocated.

What we changed:

Paid search: rebuilt from two broad campaigns into separate campaigns by what the buyer was looking for: branded, product-specific, commercial, and competitor terms. Set cost-per-acquisition targets based on what each deal type was actually worth, not the platform’s recommended defaults.
Paid social: stopped running it like a purchase channel. Repositioned it as awareness for the full buying committee. Measured it on lead quality and contribution to the pipeline, not last-click revenue.

What happened: cost per lead on paid social fell 43%. Close rate nearly doubled. Total ad spend went down 21%. Revenue from paid media went up 25%.

In dollar terms: applying the client’s approximate 40% gross margin, every $1 of ad spend returned $1.82 in gross profit in 2024 and $2.87 in gross profit in 2025. Same client, same tracking, better account.

Industrial equipment doesn't sell like software.

Industrial and commercial paid media has its own physics. Agencies that win selling consumer goods or software lose money here on day one because they bring the wrong instincts.

The buyer is a committee.A facility manager flags the need, an engineer specs it, procurement bids it, the CFO signs it. Your ads have to speak to all four without sounding irrelevant to any of them.
The deal takes months to close, not minutes.When the sales cycle runs six to twelve months, last-click reporting will tell you paid social is broken when it’s actually doing the work that lets paid search close. We’ve seen agencies cut the wrong channel three quarters in a row because of this.
Your buyers read spec sheets, not taglines.Capacity, voltage, install footprint, lead time, compatibility: those are the details that move industrial buyers. Generic benefit language written for consumer products does not.
Whether you sell direct, through dealers, or both.Offline-sourced revenue clouds digital reporting. You need an agency that knows how to separate the two before claiming credit for either.
The math is different when the deal is worth $11,000.A $250,000 annual ad budget can support $2,500 to win each customer when the deal is worth $11,000 and comes back. The same budget on a $40 product would bleed out in weeks. The deal size determines the playbook.

We’ve already built the muscle for this. We’re not learning your industry on your dime.

[QUOTE PENDING — client contact, industrial manufacturer. Replace before publish. Do not invent.]

[Client contact]

Industrial manufacturer

Who actually runs your account.

We took on industrial and commercial manufacturers as our lane because most of the agency world doesn’t understand the buy. Six-month sales cycles, technical buyers, dealer networks, considered purchases. The playbook is different. We’ve built it. We’d rather work with twelve clients we can be honest with about what’s working and what isn’t than fifty we have to manage with a status template.

If you’re spending $250K-plus a year on paid media and your gut says it should be working harder than it is, we’d be glad to look at it.

I’m Andre Rosdahl. I run paid search at Synthesis Insights, and I’m the person who’ll be in your account every week. Not an account manager who passes briefs to a junior buyer. Me.

I work with two senior partners: one runs paid social on Meta, the other runs SEO and organic strategy. They are operators, not subcontractors I introduce on the kickoff call and never mention again. No account managers between us and your work.

— Andre Rosdahl

We don't pitch. We audit.

If you’re running $250K or more in paid media, selling industrial or commercial products with a longer sales cycle, and suspect your spend is working but not working as hard as it should, we’d be glad to take a look.

We don’t do pitch presentations. We pull your account, show you what we’d change, share the math, and if it’s there, we start. If it isn’t, you keep the audit.