STITCH: 138% conversion rate lift and 3.8x demos via paid + outbound
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%.
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.
- 01 Generic ‘apparel software’ queries drew in non-buyers (designers, retail consultants, fashion students). Smart Bidding learned from the wrong intent.
- 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.
- 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.
- Generic apparel-software queries, non-buyer mix
- Conversions = form fills (curiosity stage)
- Designer/student traffic burning budget
- 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.
Week 1
Audit + conversion infra wired
Week 2
Account rebuild + creative shipped
Week 3
Launch on 30% spend ramp
Month 3
Cost-per-meeting holds; full spend
Our approach
Four moves that made the difference.
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).
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.
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.
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
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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