Manufacturing MES · Apparel

STITCH

138% conversion rate lift and 3.8x more demo bookings on the same monthly budget in 90 days.

STITCH sells a manufacturing execution system (MES) to apparel and textile manufacturers. The buyer is a Plant Manager or Head of Production. Their existing paid setup spent budget on generic ‘apparel software’ searches that produced curiosity clicks. We rebuilt around production-floor intent and the campaign-level conversion rate jumped 138%.

ServiceGoogle Ads + Cold email IndustryManufacturing MES · Apparel GeographyIndia and US Timeline90 days
Engagement at a glance Closed
Type Paid acquisition conversion rebuild
Service Google Ads + Cold email
Buyer Plant managers · Heads of Production
Geo India and US
Timeline 90 days
Conversion rate lift 138% campaign-level, 90 days
More demo bookings 3.8x on the same monthly budget
Rebuild to result 90d from audit to scaled outcome
Budget held flat 1:1 no spend increase to deliver

Overview

Who STITCH is and what they came to us with.

STITCH sells MES software into apparel manufacturers across India and the US. The buyer is a Plant Manager, Head of Production, or VP Manufacturing evaluating production-floor digitisation. Their previous Google Ads account had been buying broad ‘apparel software’ queries, training Smart Bidding on a curiosity-stage buyer.

The challenge

What was hard before we started.

  1. 01 Generic ‘apparel software’ queries drew in non-buyers (designers, retail consultants, fashion students). Smart Bidding learned from the wrong intent.
  2. 02 Plant managers do not click on form-fill ads. They want to talk to someone who has been on a production floor. Lead-generation copy fell flat.
  3. 03 Budget was fixed. Any improvement had to come from conversion-rate work, not spend increase.

Snapshot

What changed when we took over the account.

Before
  • Generic apparel-software queries, non-buyer mix
  • Conversions = form fills (curiosity stage)
  • Designer/student traffic burning budget
After
  • Production-floor intent queries isolated
  • Conversions = booked plant-manager demo (Cal.com)
  • 138% conversion lift on the same budget

Engagement cadence

Four checkpoints from audit to scaled outcome.

01

Week 1

Audit + conversion infra wired

02

Week 2

Account rebuild + creative shipped

03

Week 3

Launch on 30% spend ramp

04

Month 3

Cost-per-meeting holds; full spend

Our approach

Four moves that made the difference.

01

Production-floor intent isolation

Negative keywords filtering out designer, student, and retail-consultant queries. Bid modifiers for queries containing production-floor terms (efficiency, throughput, downtime, line balancing).

02

Demo-booking conversion model

Conversions reframed from ‘form fill’ to ‘booked plant-manager demo’ via Cal.com. Calendar embedded above the fold on the landing page. Smart Bidding learned from buyer-stage intent.

03

Plant-floor-language ad copy

RSAs rewritten in the production-floor vocabulary (throughput, line balancing, OEE) instead of marketing-friendly software language. Reads like a peer, not a vendor.

04

Same-budget discipline

No spend increase. Every improvement came from the conversion-rate side. Forced ruthless prioritisation of which search terms got budget.

Tools we ran

Google Ads GA4 Enhanced Conversions Cal.com Looker Studio

138%

conversion rate lift in 90 days

Results

What the engagement produced.

Over 90 days on a fixed budget, STITCH’s rebuilt account delivered a 138% conversion rate lift and 3.8x more demo bookings. The single most impactful move was the conversion-action change from form fill to booked plant-manager demo, which retrained Smart Bidding on buyer-stage intent. Plant-floor language in the ads filtered traffic before the click.

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