Case study: Laboratory Supplies & Analytical Instruments (B2B)

Bruckner Analysentechnik: Google Ads with the whole business in view

Bruckner Analysentechnik website; opens in a new tab

Measurement: E-commerce trackingConsulting: Google Ads and the shopPlanning: Offers and audiences

1. Specialist products need a relevant approach

Bruckner Analysentechnik sells laboratory supplies and offers chromatography services. Markus Bruckner wanted to connect customer acquisition through Google Ads with the shop and the company’s wider offers.

The central question was how to take prospective customers from a relevant search to the right offer, and how to measure that journey.

2. Connect e-commerce measurement with campaign planning

One foundation of the collaboration was e-commerce measurement setup with Google Analytics 4 and tag management for the shop.

From there, we discussed the Google Ads options for the Shopware store: audiences, keywords, campaign structure and a budget suited to the project. The advice also considered the customer experience in the shop.

3. Match advertising to the company’s offers

Campaign planning was coordinated with the planned shop relaunch. This included dedicated offer pages for HPLC workshops, training, and maintenance and servicing. A focused approach to universities in Austrian cities was considered as the initial direction.

This brought products, website and advertising into one discussion. Markus could assess the next steps for his online marketing in context.

Conclusion

The collaboration with Bruckner Analysentechnik combines technical measurement with strategic advice. Understanding the business provides the basis for decisions about the shop and Google Ads.

What Markus Bruckner says

Daniils, thank you so much for your amazing support! You didn’t just help us with Google Ads—you truly elevated our entire online marketing performance. I really appreciated your structured approach, sharp eye for details, and honest feedback. What stood out most was how deeply you understood our business. It was never about quick hacks, but about building long-term results. You clearly know your craft and love what you do. I can wholeheartedly recommend working with you!

Markus Bruckner · Bruckner Analysentechnik GmbH · LinkedIn

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