Semrush estimates "cooling tower" at about US$12.16 a click in Australia, the dearest of the 50 industrial terms we checked, and most people typing it are researching. A good industrial Google Ads account is small and careful: a short list of searches that signal a purchase, and tracking that follows each enquiry through to a quote.
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First, our evidence. The Marley Flow case study mentions Google Ads but publishes no Google Ads figures, so we don't have industrial Google Ads results to show you. Every published Marley Flow number is an SEO number. What follows is how we would build an account from today's auction data.
Paid search suits an industrial company in particular situations: a new product with no rankings yet, a service branch with spare capacity, or a need to find out within weeks which searches lead to quote requests. It's a poor tool for general awareness.
Semrush estimates for Australian searches. Competition runs from 0 to 1.
"Cooling tower" is about US$12.16 a click on 1,000 searches, with competition of 0.07. A score that low suggests few advertisers bid on it. In our one search from Sydney, the two ads showing were for an overseas manufacturer and an export marketplace.
"Pump repair" is about US$4.39 with competition of 0.46. "Pump repairs near me" is US$3.72 at 0.63, and "pump service" US$5.41. "Cooling tower cleaning" is about US$5.19 on only 20 searches.
"Ball valve" is about US$0.66 a click on 1,900 searches with competition of 0.81, and "solenoid valve" US$0.85 at 0.74. The clicks are cheap, but many come from people after one fitting from an online store. They pay only if you sell that way.
"Steel fabrication sydney" is about US$4.44, "metal fabrication melbourne" US$3.14, "metal fabrication sydney" US$2.83 and "steel fabrication brisbane" US$2.57. "Laser cutting" has competition of 1.00, the highest we saw.
Semrush shows no click price for "cooling tower maintenance", "cooling tower parts" or "cooling tower replacement". At 20 to 30 searches a month, we would expect to learn the real cost inside your account.
DMT's Google Ads management starts from $1,000 a month plus GST, covering one campaign with up to 3 ad groups and up to $5,000 in monthly spend. We recommend at least $2,000 a month in Search spend, which you pay to Google yourself with nothing added by us. The $1,500 tier adds Display campaigns and remarketing audiences for up to $15,000 in spend, which is useful when a sale takes months. On low-volume terms the budget may not be spent in full every month, and that's fine. Semrush's prices are US dollar estimates, so we confirm local figures in Google's Keyword Planner before forecasting. Our Google Ads cost guide explains how click prices are set, and the tiers are on our pricing page.
Built for a business where a handful of good enquiries a month is a strong result.
Campaigns are built around service, repair, supplier and product-plus-city searches. A broad term like "cooling tower" stays out until the search terms report shows it earning quotes.
Jobs, salaries, courses, definitions, diagrams, DIY, second-hand and consumer retailers are excluded before launch. "How does a cooling tower work" alone gets 90 searches a month.
A pump repair ad goes to a pump repair page with the brands you service and a form asking for model, fault and site location. It doesn't go to the home page.
Calls, forms and emails are measured, then matched against your quoting system. Google Ads supports offline conversion imports, so the account can learn from qualified quotes and won jobs instead of form fills alone.
A specifier who reads a data sheet in March may not issue a purchase order until July. Where your audience is large enough, remarketing keeps your name in view between those dates.
Service work is limited to the area your technicians cover. Products that ship nationally are targeted nationally, split by state so you can see where enquiries come from.
We haven't published Google Ads figures for an industrial company, so there are none on this page. What Marley Flow's case study does show is what happened once a cooling tower specialist became visible in search: within six months of SEO, contact form submissions were up 550% and phone clicks up 160%. That tells us buyers in this field enquire when they land on the right page. It tells us nothing about what a click will cost you or how many clicks become quotes, and we won't guess. Our published Google Ads results come from other fields and are on our projects page.
The Australian Consumer Law covers ad text as much as web pages. The ACCC says the rule applies to any communication by a business, including advertising. Short headlines tempt big claims, so "largest range" or "fastest turnaround" go in only with proof. Google also has its own rules on using another company's brand name in ad text, which matters if you distribute a manufacturer's products. We check the current policy in the account before writing those ads, and we review any assets Google creates automatically. This is general information, not legal advice.
Keyword figures: Semrush Australian database, checked 12 November 2026. Volumes, difficulty scores and click prices are Semrush estimates, and click prices are shown in US dollars. Conversion tracking: Google Ads Help, about offline conversion imports. Advertising claims: ACCC, false or misleading claims. The two ads we mention for "cooling tower" were seen in a single Google Australia search from Sydney on 12 November 2026. That was one moment in one city, it is not a Semrush figure, and advertisers change by the hour.
Both, in separate campaigns. Supplier and service terms show clearer intent and usually cost more per click. Bare product names are cheap and busy, so we would test them on a small budget with tight match types and keep only the ones that produce quote requests.
Ads can show within days, but an industrial account gathers data slowly because the searches are few. We would judge the quality of enquiries over the first few months, and orders will follow at the pace of your sales cycle.
In most cases, yes. Marley Flow's published result came from SEO, and many industrial terms have low difficulty scores. Ads fill the gaps: new products, terms you don't rank for yet and quiet periods. Our industrial SEO page has the keyword figures.
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