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Case Study · Drilling Tool Exports
A Drilling Tool Brand Goes Global:
7 Years of Google Ads, Deals Every Month
A leading Chinese maker of geological drilling tools has run Google Ads without a break since 2019, layering on social media, a multilingual website and short video. It now gets a steady 10+ qualified inquiries a month and closes new customers almost every month.
Running nonstop since 2019
Plus 62K Facebook followers
New customers closed almost every month
Consistent short-video content
Background
A Leading Drilling Tool Maker Builds a Global Brand
This company is a leading Chinese maker of geological drilling tools and a national high-tech enterprise. It produces core drilling tools such as drill rods, diamond bits and reaming shells, and its own brand is well known in the industry.
At the end of 2018, the company partnered with Singoo on a Smart Cloud Site and Smart Cloud Social, with Google Ads as its main source of overseas leads. The site was later upgraded to a multilingual smart website, and TikTok and TRS Short Video were added along the way.
How We Worked Together
One Core Channel Kept Running, New Channels Added Over Time
Smart Cloud Site Launched
Google Ads as the main channel, running nonstop ever since.
Multilingual Smart Website
The site was upgraded from a Smart Cloud Site to a multilingual smart website.
TikTok Added
Short-video content operations begin.
Upgraded to TRS Short Video
Social media and short video focus on content, with some social ads run around trade shows.
Results
10+ Qualified Inquiries a Month, Deals Almost Every Month
What Worked
Stay the Course on Ads, Stay Open to New Ideas
Long-Term Ad Investment
Seven years of uninterrupted Google Ads bring a steady flow of inquiries and deals.
Open to New Products
The head of the company is committed to short video and AI products and keen to try new ways of marketing.
Monthly On-Site Reviews
The two teams work in close sync and meet on-site every month to review ad performance.
Going Global from China · Choose Singoo
Get Your Custom Global Plan
For drilling tool exporters, steady deals come from staying the course.
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FAQ
Taking Drilling Tools Global? Questions You May Have
Are industrial products like drilling tools suited to Google Ads?
Yes, for categories with clear search demand. This company has run Google Ads without a break since 2019 on a daily budget of about RMB 300, with a steady 10+ valid inquiries a month and new customers almost every month.
Beyond Google, which channels can be added?
On top of Google, this company gradually added a multilingual website, Facebook, YouTube, TikTok and TRS Short Video, and now has 75,900 YouTube and 62,000 Facebook followers.
Why build a multilingual website?
A multilingual website lets customers in each market learn about your products in their own language and converts ad traffic better. This company upgraded from a Smart Cloud Site to a multilingual smart website. Learn about AI Website Builder.
Is short video useful for industrial products?
It works as a content supplement. This company started TikTok at the end of 2023 and later upgraded to TRS Short Video, focusing on content operations and running some social ads around trade shows.
Our brand is already known in the industry. Do we still need online promotion?
This company’s own brand is well known in its industry, yet it keeps advertising online, which steadily brings in inquiries and deals.
How do you evaluate ad performance?
Both teams meet in person every month to review ad results and adjust campaigns based on the data.
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