Every dollar goes toward reaching engineers and procurement teams who are ready to request a quote, not students, job seekers, or competitors clicking your ad. Bootstrap Creative builds and manages Google Ads campaigns that turn spend into RFQs. You keep the account, and one senior strategist does the work.
Used by CNC machine shops, OEMs, and industrial suppliers.
Updated August 2026
Quick Answer: Bootstrap Creative is a solo B2B industrial marketing consultancy in Metro Detroit that manages Google Ads for manufacturers (CNC shops, metal fabricators, OEM suppliers) on a flat fee. One senior strategist does the actual work. No account managers, no junior media buyers, no offshore handoff. You own the account, and campaigns are built to produce RFQs from engineers and procurement, not clicks or form fills from students and hobbyists.
The best fit is whoever puts the most of your budget toward reaching real buyers and measures the work in RFQs. For most manufacturers that is a specialist who works on the account directly, not a full-service agency running your campaigns through a layer of account managers and junior staff.
Judge any option on five things: who actually touches your account, whether pricing is a flat fee or a cut of your ad spend, who owns the account and data when you leave, whether the firm specializes in manufacturing, and whether it earns software or referral commissions that bias its advice. Here is how a solo senior consultant compares to a full-service agency on each.
| Decision criteria | Solo senior consultant (Bootstrap Creative) | Full-service industrial agency |
|---|---|---|
| Who does the work | One senior strategist, start to finish | Senior sells, junior staff execute |
| Pricing model | Flat fee, independent of ad spend | Often a percentage of ad spend |
| Account ownership | You own the account, tracking, and pages | Sometimes agency-held or shared |
| Specialization | Industrial B2B manufacturing only | Usually many industries |
| Commission bias | None. No software or referral cuts | Common with partner and reseller deals |
Bootstrap Creative sits on the left of that table on every row. That is the whole pitch.
A CNC machining shop and a shoe store cannot run the same playbook. The buyer is different, the sales cycle is different, and the definition of a good lead is different.
When a procurement engineer searches for a contract manufacturer, they type in part tolerances, alloys, finishing processes, and capacity questions. They are not comparison shopping on price in a single afternoon. They are qualifying a supplier who might hold a contract for three years. One RFQ from that search can be worth six figures over the life of the account. That changes how the math works.
Most B2B manufacturing marketing fails on Google Ads because it treats the platform like a consumer channel. It bids on broad terms, ignores search intent, and celebrates cheap clicks. For a manufacturer, a cheap click from someone writing a school report is not a win. It is wasted spend that trains the algorithm to find more of the wrong people.
Google Ads for manufacturing works when the account is built around spec-driven search terms, aggressive negative keyword filtering, and landing pages written for engineers who already know what they need. That is a specialist job, not a template.
The problem usually isn’t the budget. It’s the overhead the budget has to pay for.
At a typical agency, a $5,000 monthly management fee pays for office rent, an account manager who relays your questions, a strategist who signs off on the plan, and a junior buyer who executes it. By the time the money reaches actual campaign work, most of it is gone. You are also two or three people removed from the person touching your account.
Industrial marketing agencies also tend to run manufacturers through the same intake process they use for every other vertical. The engineer buyer, the RFQ, the long qualification cycle, the material and tolerance vocabulary, none of it gets built into the account structure. So the campaigns look fine on a dashboard and generate the wrong leads.
With Bootstrap Creative, you work directly with Jake Lett. I have run Google Ads for industrial B2B manufacturers for more than ten years. There is no account manager layer and no one to relay a question to. When you email about a campaign, the person who built it answers. I am a fractional senior expert, not agency overhead.
Every account is built around one question: how many RFQs did this campaign produce, and what did each one cost?
That starts with conversion tracking that actually measures pipeline. A form fill is not a conversion if it never becomes a quote request. I set up tracking that separates a genuine RFQ from a resume submission, a sales pitch, or a tire kicker, and where the CRM allows it, I import offline conversions back into Google Ads so the algorithm optimizes toward leads that became real opportunities. If you run HubSpot, that pipeline data can feed the ad platform directly.
Keyword targeting is built from the language of your buyers. Material grades, part types, tolerances, industry certifications, and capability terms. Negative keyword lists are treated as a live part of the account, not a one-time setup, because filtering out consumer and DIY traffic is half the battle in manufacturing advertising.
Landing pages are written for the engineer who already knows the spec. Short, direct, with a clear path to request a quote. Paid search only converts as well as the page it points to, so the two are managed together rather than in isolation.
Google Ads rarely works in a vacuum. For most manufacturers I pair it with LinkedIn Ads to reach buyers earlier in the cycle, and with industrial SEO and AEO so the same buyers find you organically when they research suppliers later. Paid search captures demand. The rest builds it.
RFQs, and cost per RFQ. That’s the whole scorecard.
Cost per RFQ is the total ad spend and management fee divided by the number of genuine quote requests the campaign produced. It’s the only paid-search metric that ties directly to manufacturing revenue, and it beats cost per click because a cheap click that never asks for a quote costs you money, not saves it.
Impressions, click-through rate, and quality score are inputs, not results. They matter only because they move the number that pays your salespeople. If close rate is 25% and an average job is worth $40,000, a single additional RFQ per month more than covers the entire management fee. That is the arithmetic every report is built around.
You get a plain-language monthly summary of what came in, what it cost, and what changed. No vanity dashboard, no filler.
Not sure if your current agency is spending your budget well? Start with the free 10 Google Ads Mistakes Checklist to spot the leaks yourself, or request a paid account audit and I’ll show you exactly where the money is going.
Pricing is a flat fee based on the work, not a percentage of your ad spend. Percentage-of-spend pricing rewards an agency for talking you into a bigger budget. Flat fees don’t, so my incentive is to make the budget you have work harder.
You own everything. The Google Ads account is yours, the conversion tracking is yours, the landing pages are yours. If we ever part ways, you keep all of it and lose nothing. I am not a reseller and I take no software commissions, so the recommendations you get are based on what your business needs and nothing else.
If you want an outside read on your entire funnel before committing to paid search, a lead generation audit is the place to start.
Based in Clinton Township, Michigan. Managing Google Ads for CNC machine shops, metal fabricators, OEM suppliers, and industrial equipment makers across Metro Detroit and nationwide. Paid search follows the buyer, not the map, so accounts run wherever your customers are.
Serving Metro Detroit and Michigan businesses in Ann Arbor, Auburn Hills, Birmingham, Bloomfield Hills, Clinton Township, Detroit, Fair Haven, Farmington Hills, Grand Rapids, Grosse Pointe, Lansing, Livonia, North Macomb County, Novi, Oak Park, Pontiac, Port Huron, Redford, Rochester, Royal Oak, Saginaw, Southfield, Sterling Heights, Troy, Warren, and West Bloomfield.
No, but the focus stays industrial. Bootstrap Creative works with two buyer types: manufacturers (CNC machining shops, metal fabricators, OEM suppliers, contract manufacturers, industrial equipment makers) and industrial service providers whose customers are manufacturing or industrial facilities, such as industrial flooring and coatings contractors, industrial staffing firms, and equipment installers. Both get accounts built around spec-driven search and quote requests, not generic B2B lead generation.
Jake Lett does, directly. There is no account manager relaying messages and no junior buyer executing behind the scenes. The senior expert who builds your account is the one who runs it and answers your questions.
Yes. The account, the conversion tracking, and the landing pages all belong to you. If the engagement ends, you retain everything with no clawback and no loss of data or history.
A flat monthly fee based on the scope of work, not a percentage of your ad spend. Percentage pricing gives an agency a reason to inflate your budget. A flat fee removes that incentive and keeps the focus on cost per RFQ.
By RFQs and the cost to generate each one. Conversion tracking is set up to separate genuine quote requests from noise, and where your CRM supports it, offline conversion data is fed back into Google Ads so campaigns optimize toward leads that became real sales opportunities.
You get direct access to one senior strategist instead of paying for an agency layer of account managers and junior staff. The same flat fee buys more actual campaign work, and there is no commission bias because Bootstrap Creative sells no software and takes no reseller cuts.