Industrial Energy Technology · Mining and Metals · South Africa · North America · Europe
How Energy Drive Systems Reached Every Priority Account and Made Its Ad Spend Measurable
Energy Drive Systems had a defined list of priority accounts, a seven-minute film, and no way to see what its marketing was doing. We put the film in front of every account on that list and built the tracking that ties each future pound of spend to what buyers do on its website.
EDS knew exactly who it sold to. It could not see what its marketing was doing.
Energy Drive Systems (EDS) is a London-based company that retrofits intelligent motor control onto the large medium-voltage fans and pumps that run mines and steel mills. Its offer is zero capital outlay with guaranteed savings, averaging 43% on the equipment it controls. Its buyers are operations, engineering and energy leaders at a defined list of high-priority accounts across South Africa, North America and Europe.
When ads.expert came on board in August 2026, EDS had a seven-minute film on motor control in steel plants, a deliberately lean budget, and a prioritized account list. What it lacked was measurement. The website recorded page views but none of the actions that signal intent. GA4 had no key events and kept data for only two months. Brand demand was read from Google Trends. And the LinkedIn Insight Tag was not connected to EDS's own ad account.
Put EDS in front of the right people at every priority account, let the film earn real attention from plant engineers, and build the measurement layer so every future pound of spend can be tied to key actions on the website.
Four gaps between a focused industrial brand and measurable demand
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01
Priority audiences too small to serve
EDS had priority companies and a few priority people inside each. On their own, those lists fall below LinkedIn's 300-member minimum for matched audiences, and YouTube cannot target companies at all. The audience had to grow without losing relevance.
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02
Key website actions not measured
No events for Book an assessment clicks, contact emails, case study clicks or scroll depth, no key events in GA4, and nothing for Google Ads or LinkedIn to optimize toward.
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03
LinkedIn tracking not connected
The LinkedIn Insight Tag was not connected to EDS's own ad account, so it received no retargeting audiences and no conversions.
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04
No search or AI visibility baseline
Brand demand came from Google Trends, a fuzzy basket of terms that lags by weeks. Nobody could say which queries brought people to the site, or whether Google's AI Overviews cited EDS at all.
We did not just run ads. We built an account-based engine EDS can measure.
ads.expert came in as a full performance partner, not a campaign manager: audience architecture, channel execution, weekly reporting, and the measurement layer underneath it, from the first flight in August to the focused pushes in October and November. EDS agreed to one principle early: make spend measurable before scaling it.
Relevant Audience Expansion
Started from EDS's priority companies and priority people, then widened to similar job titles, functions and seniority, and expanded the contact lists. Most lists matched at over 90%, so campaigns could serve while every layer stayed tied to the accounts that matter.
YouTube Split by Market
One campaign for efficient volume and one around key-account markets, with separate budgets so spend could not drift into the cheap market, and tight placement controls. Paused once the view target was met rather than buying volume for its own sake.
Two-Engine LinkedIn Program
Ran the film and a supporting brief through parallel Awareness and Engagement campaigns, so each piece of content was served for both unique reach and likely engagement. Cut the LinkedIn Audience Network in week one, when it took 44% of spend at under half the feed click-through rate.
Focused Account Pushes
Added new account lists mid-flight, then ran two Q4 pushes to defined lists in priority markets, each with content built for that list.
Tracking and Attribution Build
Built the event layer inside the live Google Tag Manager container instead of swapping it, so no GA4 history was lost. It now tracks Book an assessment clicks, regional contact emails (North America, UK and South Africa), case study clicks and scroll depth. Both contact actions are GA4 key events and live conversions in Google Ads and LinkedIn, behind CookieYes Consent Mode v2.
Search and AI Visibility Baseline
Moved brand tracking from Google Trends to Search Console, split twelve months of demand into brand and non-brand, tagged every query for relevance, and started reading Google's AI Overview visibility monthly.
Google Ads
YouTube
LinkedIn Ads
Google Analytics 4
Google Tag Manager
Search Console
Clay
YouTube views cost 2.1x less than on the channel's previous paid video. That came from attention, not cheaper media: CPM was only 15% lower, while the share of impressions that became views rose from 13.3% to 24.2%.
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Selling to a defined list of accounts?
Reach them, and measure it.
We build account-based paid media programs for B2B and industrial brands: campaigns that reach your named buyers, plus the tracking that ties every pound of spend to what they do next.