Industry case sharing | Medical equipment Google expands customer base and wins favor from B-side buyers

2025-04-07 Publish

Today, I will analyze in detail a case in which a local dental equipment company in Foshan successfully acquired B-side customers through Google Ads.

This case comes from: Foshan Yige | Google Overseas Experience Center. It is carefully compiled to help more foreign trade people with practical actions.

1. Project Background

A dental equipment company in Foshan is a manufacturer that mainly deals in dental chairs, cartoon dental chairs, implant chairs and other dental medical devices. It has one of the largest production lines in the industry and currently serves more than 60 countries around the world. The factory covers an area of more than 15,000 square meters and integrates R&D, production and sales.

2. Project Challenges

The company started its foreign trade project late, and the traffic costs of the original channel Alibaba became increasingly high, and the competition was increasing. Through Foshan Yige, it was learned that Google is one of the effective promotion methods for B2B companies to obtain overseas orders. Google's ads can accurately reach the target buyer group and help companies solve the problem of difficulty in developing new customers due to the continued impact of the epidemic.

3. Marketing Strategy

Part 1. Increase traffic to the official website and improve brand awareness by displaying ads

The Foshan Yige team realized that the company started its foreign trade later than its peers, so the initial advertising expenses were concentrated on display advertising, mainly covering users who have browsed peer websites and dental-related exhibition websites. Through display advertising, the website traffic can be increased at the lowest possible click cost to obtain conversions and improve brand awareness.

Part 2. Re-reach users through remarketing ads

The corporate website had accumulated a large number of visitors by placing display ads in the early stage. After accumulating enough data, the Foshan Yige team launched search remarketing ads and display remarketing ads for high-potential audiences/similar audiences who had visited the website, and created new call-to-action materials for delivery, so as to re-reach overseas buyers, achieve product and effect integration, deepen customers' brand impression, and increase inquiry submission rate.

4. Promotion Effect

With the services of Foshan Yige team, the company promoted its ads through three channels: Google Ads [display ads + search ads + remarketing ads]. The ads received 4.34 million impressions↗ , 59,000 clicks↗, and the number of effective inquiries reached 460+↗ .

In addition, data analysis shows that the search volume of the company's brand words has also improved qualitatively, indicating that the brand promotion has achieved certain results. The conversion quality of inquiries brought by the brand words launched by the company is relatively high, thus ensuring the overall launch effect. According to the company's feedback, it has found distributors in three countries and signed contracts to maintain a continuous cooperation status.