How Event Tech Companies Use Google Ads for High-Ticket Niche Products
- Systematic generation of qualified B2B enquiries through a product-specific campaign structure
- Clear separation of purchase and rental intent (dry hire) for more precise audience targeting and better conversion quality
- Market potential and target audience defined from scratch through in-depth analysis and ongoing campaign optimization
- SEA strategies tailored to complex B2B products in the trade fair and events sector
Anyone launching Google Ads in the B2B space repeatedly faces a question that tends to get underestimated: not how much budget to spend, but whether you actually know who you want to reach and with which offer. This question of audience targeting sounds trivial, and yes, many have read it a thousand times: “Who is your buyer persona?” and yet it is still overlooked with remarkable frequency. Especially when running Google Ads campaigns for specific B2B products, the target audience MUST be defined before the campaign setup begins. Which search intents actually lead to enquiries? Is the market large enough to justify paid reach? And which product has the greatest potential to scale profitably? Anyone who skips these questions and jumps straight into broad campaigns burns budget, without understanding why.
In this project for diliton GmbH, a provider of interactive applications for trade fairs and events, the goal was to systematically market two high-ticket core products, digital touch steles and interactive tables, via Google Ads for the first time. Since we as an agency wanted to thoroughly understand both the target audience and the market potential from the outset, we started with a structured audience workshop and an in-depth market analysis before setting up any campaigns. Over the course of optimization, it also became clear that the rental option represented a distinct and relevant search intent in its own right, an insight that significantly shaped the further development of the campaign structure.
Starting Point: Where diliton GmbH Stood Before Launching Google Ads
Our collaboration with the trade fair and events provider in the area of B2B Google Ads began in January 2025. The CEO had discovered Siegers Media through the agency’s own YouTube channel and quickly recognised the need for support in systematically building their digital visibility.
Up until that point, diliton had been generating enquiries exclusively through organic channels. The Google Ads campaign setup was built from scratch by us.
The Challenge: Defining Product, Target Audience and Campaign Structure All at Once
What made this project particularly complex from the very beginning: several fundamental questions had to be answered before a single campaign could be set up. Which of the products on offer has the most realistic market potential via Google Ads? How does the defined target audience actually search on Google? And how do you structure campaigns so they can run profitably from the start, without years of historical data to draw from?
diliton offers interactive applications for trade fairs and events, including digital touch steles and interactive tables, as well as event technology. The latter was ruled out early as a Google Ads focus due to an excessively high level of competition. For the remaining products, however, it was still unclear which search intents would lead to qualified enquiries and whether the market was large enough to scale profitably.
Baseline Before Campaign Launch
Before the Google Ads campaigns went live, there were no benchmarks, no conversion data and no campaign history. We launched directly into paid search without any prior ads experience to draw on. This made careful groundwork all the more important: only after a joint audience workshop and an in-depth content and market analysis at the end of February and beginning of March 2025 were the landing pages built and the first campaigns launched at approximately the end of March.
The B2B Google Ads Strategy We Used
Audience Workshop & Analysis
The starting point was a structured workshop to jointly define the target audience, market potential and relevant search intents for both core products. Only on this basis was the broader strategy developed.
SEA Keyword Research
Based on the workshop findings, targeted keyword research was carried out for both product areas, including positive and negative keywords as well as CPCs, in order to minimize irrelevant clicks from the outset.
Campaign Development
Two initial campaigns were developed, one for the touch stele and one for the interactive table. Over the course of optimization, the rental intent was additionally separated out as its own ad group.
Landingpages
The landing pages were implemented by diliton themselves. We supported the build in an advisory capacity and provided recommendations on structure, content and conversion focus.
Ongoing Optimization
After launch, the campaigns were continuously managed and developed, including keyword and landing page adjustments, bid optimizations and the gradual sharpening of audience targeting.
International Scaling
From August 2025 onwards, English-language campaigns for the touch stele were added in order to position the offering in the international trade fair and events market as well.
Results After 9 Months: Campaign Highlights at a Glance
Over the course of the project, a total of three Google Ads campaigns were built, one German-language campaign for the touch stele, one German-language campaign for the interactive table, and one English-language campaign for the international trade fair and events market. Within each campaign, multiple ad groups were created to target different search intents, such as rental and purchase, precisely and independently of one another.
After nine months, a clear picture emerged: the touch stele established itself as the significantly stronger product in paid search. On a monthly basis, several qualified enquiries came in regularly, both for rental and purchase options. The interactive table generated enquiries less frequently due to its complexity and higher price point in the five-figure range, but still delivered a number of individual contacts.
Particularly important: the real value of the enquiries generated lies not in the product alone. The core business of the provider is individual content customisation that runs on the touch steles, and it is precisely this business that was directly strengthened by the increased demand for the steles. Google Ads therefore functioned not only as a channel for product enquiries, but as a strategic entry point into a significantly larger project business.
Solutions Implemented for This Project
B2B Google Ads
With carefully structured Google Ads campaigns, we positioned diliton in paid search for the first time, product-specific, intent-based and focused on qualified B2B enquiries in the trade fair and events sector.
Landingpages
Dedicated landing pages were built for both core products, optimized specifically for purchase and rental enquiries and serving as the foundation for both campaigns.
SEO for B2B-Shops
Alongside the Google Ads campaigns, diliton’s organic visibility was developed through the optimised landing pages, with the long-term goal of generating qualified enquiries without relying solely on paid reach.
“I’ve been working with Siegers Media on B2B Google Ads for a while now and I’m thoroughly satisfied. Communication is refreshingly straightforward, queries are always answered promptly and everything runs reliably. A truly great team — I can only recommend them!”
Dennis Dieterle
CEO diliton Gmbh
Collaboration and Results in the Trade Fair & Events Sector
What set this collaboration apart from the very beginning was the personal and direct way we worked together. With Dennis, we quickly moved to first names, communication was straightforward and open, less agency-client, more genuine partnership at eye level.
Every month, we met for a shared call to review current campaign performance, exchange feedback on the landing pages and define concrete tests and adjustments for the following month. These changes were then implemented promptly, keeping the strategy close to reality and allowing us to respond quickly to new insights.
At the end of our collaboration, we recorded a client interview together, which is also part of the accompanying YouTube video for this case study (click here to watch the video). And perhaps the most rewarding outcome of the entire project: the campaigns performed so successfully that Dennis has since been able to hire a dedicated in-house person for Google Ads and marketing, a goal he had been working towards and communicating for some time. The responsibilities were handed over internally accordingly. When a client grows through our shared work to the point where they can take the topic forward independently, that is, for us, the clearest sign that the collaboration has truly made a difference.