Case study · Valmont
Leading the page on branded search for a publicly traded enterprise
When Valmont's branded ad shows, it holds the #1 position 75% of the time, and 39% of impressions turn into a click. Valmont Industries (NYSE: VMI) is a publicly traded global manufacturer.
- Enterprise
- Publicly traded
- E-commerce
Google Ads
- Client
- Valmont (Valmont Industries, NYSE: VMI)
- Industry
- Wireless site components, "telecom's largest inventory"
- Location
- United States
- Channels
- Google Ads
- Engagement
- 2026 – present
- Website
- sitepro1.com ↗
75%
Of branded ad impressions in the #1 position
Mar – Oct 2026
39%
Click-through rate on branded search ads
Mar – Oct 2026
2.1x
Branded conversions per month at the same spend, as branded searches grew
Jun → Sep 2026
212x
ROAS on branded search: tracked online order value against spend
Mar – Oct 2026
The challenge
Valmont is a publicly traded global manufacturer.
It sells wireless site components online, from one of the largest inventories in telecom.
When a contractor or carrier searches for the brand by name, the click should go to Valmont, not a distributor, not a competitor.
For an enterprise brand, owning your own name in search isn't optional.
What we did
- 01
Covered every way buyers search the brand
"valmont" and every other way buyers search the brand by name.
- 02
Built for the top spot
Tightly matched branded ads that earn a high click-through rate and top-of-page placement.
- 03
Made every click cheap
Highly relevant branded ads at an average of $0.26 per click.
- 04
Raised the branded budget
In October 2026, budget-lost impression share on the branded campaign fell from 27% to under 1%.
- 05
Tested new demand
Non-brand Search for telecom infrastructure terms, and a Performance Max test in October 2026.
The results
Branded search by month
Same budget, more than twice the conversions, as branded searches grew.
When the branded ad shows, it holds the #1 position 75% of the time, and appears above the organic results 80% of the time.
39% of branded ad impressions led to a click, at an average of $0.26 per click.
Branded conversions more than doubled from June to September 2026 at the same monthly spend, as branded search impressions grew 143%. Cost per conversion fell from $4.83 to $2.28.
Branded search has returned 212x its spend in tracked online order value since March 2026.
PRE-STANDARD. Platform-reported by Google Ads for the Valmont branded search campaign, March – October 26, 2026, in USD; purchase tracking live from May 18, 2026. Order value is Google-attributed and comes from buyers already searching for the brand by name. Position figures are Google's "absolute top" and "top" impression rates, shares of the ad's own impressions. The branded ad showed on about 51% of eligible branded searches over the period.
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