When New-Fix came to Busca Orgânica, it had a problem that is more common in the industrial sector than it seems: a website that existed but did not work. All digital revenue depended on paid budget. No ads running, no results. No results, no channel.
Over three years of an integrated strategy combining organic SEO and Google Ads, the picture changed completely. New-Fix's digital channel recorded 195,000 visits, 2.2 million events and a 30% conversion rate. Revenue from digital channels doubled in the very first year.
This case study documents what was done, why it worked and what manufacturers in other segments can take from this experience.
Key Takeaways
• New-Fix went from total dependence on ads to a mixed strategy with organic SEO — and doubled its digital revenue in the first year
• In 3 years: 195,000 visits, 2.2 million events and a 30% conversion rate
• 89% of B2B buyers research online before contacting a supplier (Think with Google, 2024) — manufacturers without SEO are invisible at that moment
• Integrating SEO + ads lowers cost per acquisition over time while expanding total lead volume
• Organic results keep generating traffic even without active investment — ads stop when the budget runs out
Why do manufacturers like New-Fix need SEO?
89% of B2B buyers use online search at some point in the buying journey, and 57% of the decision process is already complete before any contact with a salesperson (Forrester Research, 2024). In the industrial sector, this means distributors, builders, resellers and MRO buyers are searching for "screw manufacturer for construction" or "wholesale galvanized nails" — and finding whoever ranks, not whoever produces the most.
Organic search accounts for 53.3% of all trackable website traffic (BrightEdge, 2025). In industrial segments, where average ticket sizes are high and decision cycles are long, showing up at the right moment of research has a direct impact on the sales pipeline. Whoever is not on Google at that moment simply does not exist for that buyer.
The specific challenge in manufacturing is different from e-commerce or B2B software. The technical vocabulary is dense — terms like "ardox nail", "class 8.8 hex bolt" or "A4 stainless split lock washer" have low search volume but extremely high purchase intent. A generic SEO strategy ignores this vocabulary. A strategy designed for the industrial sector puts it at the center.
What was New-Fix's situation before?
When the partnership with Busca Orgânica began, New-Fix had no active SEO strategy. The website existed as a corporate presence but was not treated as an acquisition channel. All digital revenue depended on paid Google Ads campaigns — a functional but fragile model: when the budget drops, the traffic disappears. There was no build-up of authority, no organic ranking for relevant terms and no content funnel nurturing customers before the purchase decision.
This scenario is common among manufacturers that grew through traditional channels — sales reps, trade shows, physical distribution — and started investing in digital later. New-Fix had the assets: an established brand, a recognized product, national and international presence. What it lacked was a strategy to turn that market authority into digital authority.
B2B companies that rely exclusively on paid media for digital lead generation pay, on average, 3 to 5 times more per lead than those that combine organic SEO with paid media (HubSpot Marketing Report, 2025). Cost per acquisition via SEO tends to fall over time as the domain builds authority, while ad CPA stays flat or rises as auction competition increases.
How was the strategy structured?
Busca Orgânica took over both channels at once — organic SEO and Google Ads — which allowed for an integrated rather than parallel approach. The paid campaigns fed search intent data that informed the organic content strategy. Organic SEO, in turn, lowered cost per click in the paid campaigns by raising the Quality Score of the landing pages.
Industrial keyword mapping
The first step was building a keyword map combining three layers: product terms (e.g., specific types of screws and nails with their technical specifications), application terms (e.g., fastening for steel structures, anchoring in masonry) and segment terms (e.g., fastener supplier for construction, nail manufacturer for wood).
This segmentation is critical in the industrial sector. The same product can be searched for in dozens of ways depending on who is looking — an engineer, a site foreman, a procurement buyer or a distributor. Each persona uses different vocabulary.
Technical website optimization
The website underwent a complete technical audit: load speed, URL structure, heading hierarchy, product structured data (schema markup) and category architecture. On industrial websites with extensive catalogs, information architecture directly affects indexability — well-structured product pages rank individually for specific terms, multiplying the capture surface.
Technical content with purchase intent
In industrial projects, the content that converts best is not top-of-funnel content about "what is SEO" — it is technical content that answers buying questions: what is the difference between galvanized and zinc-plated nails? Which screw should be used on an exposed steel structure? What is the tensile strength of a grade 8 bolt? These articles capture people who are already in the decision process and position New-Fix as a technical reference, not just a supplier.
Integration with Google Ads
With SEO and ads managed by the same team, it was possible to use the paid campaigns to test search intent hypotheses before investing in organic content production. Terms with a high conversion rate in ads were prioritized in the SEO strategy. Terms with a high CPC in ads became organic ranking priorities — shifting expensive paid traffic to organic has a direct impact on the channel's total ROI.
What were the results?
Over three years of integrated strategy, New-Fix's digital channel accumulated:
· 195,000 visits to the website via digital channels
· 2.2 million events recorded (interactions, product clicks, contacts, forms)
· 30% conversion rate — a strong figure for the industrial sector, where the average is between 2% and 5% in e-commerce and 10% to 15% in B2B lead generation (First Page Sage, 2025)
· Doubled revenue from digital channels in the very first year of the partnership
Growth was not linear. In the first three to four months, the signals were technical: improved indexing, first rankings for long-tail terms, lower cost per click in the paid campaigns. Between the fourth and eighth months, the first priority terms reached the first page. From the first year on, the compounding effect of SEO began to show in traffic volume and in revenue attributable to the organic channel.
SEO has an average ROI of 748%, the equivalent of R$ 7.48 returned for every R$ 1.00 invested (First Page Sage, 2025). In New-Fix's case, the integration with Google Ads amplified that return by lowering the total cost per lead acquired — organic covered the base, paid covered demand peaks and immediate conversion opportunities.
What makes this result replicable?
New-Fix is not an isolated case. It is the application of a methodology Busca Orgânica uses with manufacturers in different segments — fasteners, tools, manufacturing, construction, equipment. What changes is the technical vocabulary and the search intent map. What does not change is the structure:
1. A real diagnosis before any action — technical audit, keyword mapping and analysis of digital competitors, not just market competitors
2. Content that speaks to the technical buyer — not to the algorithm
3. Integration between organic and paid — campaigns that complement each other instead of competing for the same user
4. Tracking business metrics — not just rankings and clicks, but leads, opportunities and revenue attributable to the digital channel
5. Consistency over time — industrial SEO has a longer cycle than B2C, but the compounding effect is proportionally greater
New-Fix's 30% conversion rate did not happen by accident. It happened because the traffic was qualified from the start — capturing people with real purchase intent, not casual visitors.
Your manufacturing business can also build a digital channel that works for you
Exclusive dependence on ads is a risk most manufacturers do not notice until the budget gets tight. New-Fix broke free of that dependence and built a channel that delivers results even in months with lower paid media investment.
Busca Orgânica offers a free assessment of your industrial website: what is holding back your digital growth, what opportunities exist in your segment and how much qualified traffic you are leaving to your competitors.
→ Request your free assessment
Frequently Asked Questions
How long does industrial SEO take to show results?
The first technical signals appear in 60 to 90 days. Rankings for long-tail terms emerge between 3 and 6 months. Significant results for competitive terms take 6 to 12 months. The compounding effect intensifies in years 2 and 3 — exactly what happened in the New-Fix project, where results accumulated over 3 years generated 195,000 visits and 2.2 million events (First Page Sage, 2025).
Does SEO work for manufacturers with highly technical, niche products?
It works very well — and often better than in generic segments. Niche technical terms have lower search volume but extremely high purchase intent and low organic competition. Whoever ranks for "A193 grade B7 hex bolt" is capturing a buyer who already knows what they want. The conversion rate tends to be significantly higher than for broad terms.
Does it make sense to run SEO and Google Ads at the same time?
It makes sense and strengthens both channels. Ads deliver immediate results and generate search intent data that informs the SEO strategy. SEO lowers cost per click in the campaigns by improving the Quality Score of landing pages. Integrating the two, managed by the same team, eliminates overlap and maximizes total ROI — as demonstrated in the New-Fix case.
What sets an SEO strategy for manufacturing apart from a generic strategy?
The technical vocabulary, the persona map and the buying cycle. An industrial strategy needs to cover product terms with technical specifications, application terms by segment and the search terms of engineers, buyers and maintenance managers — each with different language. A generic strategy ignores this layer and misses most of the qualified traffic available.
How do you measure whether SEO is generating business results, not just traffic?
By tracking conversions end to end: visit → lead → opportunity → revenue. A good report connects the organic channel to submitted forms, calls started, quote requests and, when possible, closed revenue. Traffic growing without conversions growing is a sign that the content is attracting the wrong audience — a strategy problem, not a technical SEO problem.
Conclusion
The New-Fix case shows what happens when a manufacturer with market authority finally builds proportional digital authority. It was not a miracle. It was a process: an honest diagnosis, an integrated strategy, technical content with purchase intent and consistency over three years.
195,000 visits. 2.2 million events. 30% conversion. Digital revenue doubled in the first year.
If your manufacturing business still depends on ads to generate any digital result, the New-Fix journey shows there is a more sustainable alternative — and that the two strategies, well integrated, deliver more than either one alone.
Want to learn a bit more about New-Fix and see what they think about the results? Watch the video below!