Performance Marketing Case Study

How growth.cx Helped Aavishkar Launch Google Ads From Zero and Generate 200+ Qualified Manufacturing Leads at 52–65% Lower Cost Per Lead

200+

Qualified leads - from a standing start, no prior paid campaigns

90%

Growth in qualified traffic, Phase 1 to Phase 2

52–65%

CPL reduction, Phase 1 to Phase 2

About Aavishkar

Aavishkar is a global leader in oral strip manufacturing fast-dissolving oral delivery solutions for the nutraceutical, wellness, and pharmaceutical industries. It has a 220,000 sq. ft. manufacturing facility and annual capacity exceeding 2 billion strips. The company combines large-scale production with in-house R&D, serving brand owners and private-label partners worldwide.

Pain Points Faced by Aavishkar

No prior Google Ads presence. Zero historical data, zero audience signal, zero campaign learnings to build from.
Minimal visibility on the commercial keywords procurement managers and brand owners search before reaching out to a manufacturer.
A major industry event is approaching, with no paid acquisition channel in place to capture the pre-event spike in buyer search activity.
Aggressive, established global competitors already bidding on the same commercial terms. Aavishkar would be entering the auction with no track record against players who'd been running for years
Strong manufacturing and R&D credentials with no digital channel translating them into qualified inbound inquiries.

Website :

https://aavishkar.com/

Business Type :

B2B Manufacturing

Offices :

Hyderabad, India

Ideal Customer Profile :

Regions: US

Buyer Persona: Healthcare and nutraceutical brand owners, pharmaceutical companies, private-label wellness brands, procurement managers, product development teams, distributors

Domains: Healthcare, Nutraceuticals, Pharmaceuticals, Wellness, Manufacturing

Our Observations & Challenges

No existing landing pages built for paid traffic. Every click would have landed on the general website with no conversion path.
No previous campaign data to inform keyword bids, audience targeting, or budget allocation.
No prior signal on which international markets would actually convert, despite a global ICP.
A hard external deadline (the industry event) that ruled out the slower, data-gathering ramp-up a cold-start account would normally get.
Building product-level keyword and landing page infrastructure from scratch across multiple manufacturing categories. But no historical performance to guide initial structure
Entering a competitive global auction against established manufacturers with years of campaign history and standing budgets, while Aavishkar's account had none.
Compressing the typical learning-phase timeline to have qualified visibility in place before the event, rather than the usual multi-month build.

Our Strategy & Execution

Phase 1 - Foundation & Launch

Built the account from zero: Product-level ad groups for private-label manufacturing, contract manufacturing, and category-specific search terms. Each mapped to a dedicated landing page.
Launched with a broader keyword mix deliberately. It has no historical data yet to identify which exact terms would convert.
Set up tracking and conversion measurement from day one to start generating the performance baseline.

Phase 2 - Optimization

Used phase 1 data to shift from broad-match to exact-match, high-commercial-intent keywords. The change that drove the 90% jump in qualified traffic
Reallocated budget toward the international markets phase 1 data showed were actually converting. The main lever behind the 52–65% CPL drop.
Rebid aggressively for top-of-page visibility to land the brand in top ad positions ahead of the industry event
Rewrote ad copy to lead with manufacturing scale, R&D capability, and private-label expertise.

What worked?

01
Launching with structure, not guesswork Product-level ad groups and dedicated landing pages from day one meant Phase 1 data was usable.
02
Exact-match keywords once data existed The single biggest driver of the Phase 1→2 traffic growth. Converting early broad-match learnings into qualified buyer traffic
03

Reallocating budget to proven markets
Once Phase 1 showed which regions converted, concentrating spend there is what moved CPL down 52–65%.
04
Visibility-first bidding ahead of the event Secured top-3 positions on schedule despite having no prior account history.

What didn't work?

Broad-match keywords, while necessary in Phase 1 to gather initial signals with zero historical data, produced lower-quality traffic than the account could sustain. This confirming the shift to exact-match in Phase 2 was the right call.
Early generic ad copy underperformed once Phase 1 data showed. Buyers responded more to specific manufacturing credentials that were addressed in the Phase 2 rewrite.