Shopping, Search and Performance Max for suppliers of commercial catering equipment and spare parts. Kitchens search by part number and model when something breaks, so the feed has to answer that search exactly.
Live Google Ads data · updated monthly · through September 2026 Google Ads accounts we run, complete months only. Accounts run in GBP; figures converted to USD.
The platforms we work in every day
A failed thermostat or a broken door seal can stop a kitchen. Buyers search the exact part number, check stock and delivery, and order. The account is built for that moment.
Titles rebuilt with brand, part type, the appliance models it fits and the manufacturer part number. Numeric product categories, GTINs and MPNs added, through a supplemental feed if the website cannot change.
Search built around part numbers, appliance models and equipment types, with domestic, DIY and job searches cut. Ads and sitelinks point to pages that answer the search, not to the home page.
Large equipment and small spares sell differently: one is a considered purchase, the other is urgent. Each gets its own campaigns and targets, with brand kept separate, so neither takes the other's budget.
A commercial catering and heating parts supplier we run. Google Ads data from complete months, client named by sector only. Accounts run in GBP; figures converted to USD.
A B2B parts supplier with no back-end site access, so every fix went through a supplemental feed: titles rewritten, numeric taxonomy IDs and GTINs added. Of 184 sitelinks, 33 were kept, and new non-brand Search went live. March returned $67,543 on $4,783, and April and February both held above 15x.
Individual results vary. Accounts run in GBP; figures converted to USD. See every account.
Trade parts accounts tend to fail in the same few places. Most of them sit in the feed and the search terms, not the bids.
Trade sites often show prices before VAT. In the UK, Google expects Shopping prices to include VAT, so a site that only shows ex VAT prices disagrees with its own feed. That can lead to price mismatch disapprovals.
Many part names are shared with home appliances. Without negatives, budget goes on people with a home oven or boiler who will never buy a commercial part. Search terms are read weekly and cut at the cause.
Over the years accounts collect sitelinks to old categories and discontinued ranges. In the catering and heating parts account, 184 sitelinks were audited and 33 kept. Dead links waste clicks and look careless to buyers.
Free text categories and missing identifiers leave Google guessing what a part is. Numeric Google product categories and correct GTINs and MPNs help Shopping match parts to the searches that buy them.
Feed first, even when the website cannot be touched. Then Search for the part numbers buyers type, and only then more budget.
Merchant Center issues, identifiers, VAT display, purchase tracking and sitelinks checked.
Titles, categories and identifiers fixed at source or through a supplemental feed, with no site access needed.
Part number and model ad groups, domestic and job searches cut, equipment and spares split.
Budget moved in measured steps to the parts and campaigns that return most.
Shopping, Search, Meta and TikTok for beauty brands, scaled into peak on profit.
IndustryPPC for haircare and salon brands, with non-brand Search built to beat brand.
IndustryShopping and Meta for fashion and fabric stores, with feeds built on size and colour.
Yes. Titles, categories and identifiers can be rewritten in a supplemental feed in Merchant Center, layered over the store's own data. The catering and heating parts account we run had no back-end site access, and every feed fix went this way.
Yes. The account in our results sells both commercial catering and heating parts. The approach is the same for any trade parts catalogue: part numbers, model fitment, trade buyers kept apart from home users, and a feed Google can read.
Yes. Calls from ads and from the website can be tracked as conversions, and phone or account orders can be imported as offline conversions. Bidding then learns from orders that close by phone, not only from online checkouts.
Less than in retail. The best month in the catering and heating parts account was March, outside any season, and April and February both held above 15x. Heating parts can follow the cold months, so budgets are planned from your own sales history.
Usually, where buyers search a manufacturer's name with a part or model and you stock it. Trademark rules can limit brand names in ad text, so we check each one before it goes live, and the ads only promise what you actually carry.
Send a short brief about your business. A specialist reads the account with read-only access and replies with the three changes we would make first, yours to keep whether you hire us or not.
We use Google Analytics and Meta Pixel cookies to measure the site and our ads, only if you agree. Our other analytics use no cookies. Cookie policy
Google Ads
Meta Ads
Microsoft Ads
Performance Max
TikTok Ads
Amazon Ads
Merchant Center
LinkedIn Ads
GA4