GentaurHigher click-through rate, sales and customer count in specialist B2B search
Gentaur supplies antibodies, ELISA kits, PCR products and other life-science reagents. Customers usually search for something very specific, sometimes by catalogue number. Since 2018, we have run Google Ads to help specialists reach the right product quickly.
Brand context and starting point
Gentaur distributes antibodies, ELISA kits, enzymes, nucleic acid reagents and detection systems. Its customers include research laboratories, universities, and diagnostic and pharmaceutical teams across the EU and the United States. The catalogue contains thousands of products, while most searches refer to a particular target, application or assay.
Engagement priorities
- Reach more potential customers without losing cost control.
- Keep the existing customer base — in a research setting a supplier is chosen once and kept.
- Make a specific target, assay or product family easy to find.
- Adapt campaigns to the differences between EU and US markets.
The business challenge
The same protein name can be searched by a researcher ready to order or a student looking for material for a paper. The keyword alone does not always reveal who is on the other side. Most products also receive very few searches, although each one can be commercially valuable. Ads need to use the precise language of the specialist and lead to the right product. EU and US campaigns must also reflect different currencies, delivery times and competitors.
How we set up the work so results repeat.
We work with target names, product families and catalogue references. Precise matching and negative keywords help keep purely academic traffic out of sales-focused campaigns.
Each market has its own currency, delivery time and competitors. Separate campaigns make the actual performance of both territories easier to see.
Most value comes from many precise searches rather than a few popular terms. Products are grouped so customers land as close as possible to the item they actually need.
Laboratories rarely replace a supplier they trust without good reason. A long collaboration has helped us learn the seasonality, customer language and products that matter despite low search volumes.
From strategy to ad accounts and creative.
Structure with clear roles
Each campaign type had a clear role in the funnel and its own way of being judged.
Core of the account
Niche product groups
Protecting existing demand
Long decision cycle
Messaging angles
This wasn't about polishing single lines. Each angle had to spark the right image of the brand, reinforce positioning, or help the buyer move to a decision.
Precision instead of marketing generalities
Precise matching reduces irrelevant visits and helps reach people looking for a product.
Making a specific product easy to find
Product groups are organised so a detailed query reaches the relevant offer.
A decision that takes longer than a session
Remarketing kept the offer present across a research purchase cycle that rarely closes on the first visit.
Outcomes that mattered to the business.
In its public review, Gentaur reports growth in click-through rate, sales and customer numbers, while describing the cost as affordable. We do not add unpublished percentages or figures. The continuity of the relationship is another useful proof point: we have worked together since 2018.
- Click-through rate, sales and the number of customers all grew — in the client’s own words.
- The result was achieved at a cost the client describes as affordable.
- EU and US campaigns are run separately to reflect the conditions in each market.
- The collaboration has continued without interruption since 2018.
We trust them completely. I can’t imagine finding better service anywhere.”
“Our click-through-rate, sales, and clients have all grown for an affordable price.”
Gentaur customers often know the product better than the person running the advertising. They do not need a clever headline; they need confidence that they have found the right reagent and a reliable supplier. Our work together since 2018 is also a good reminder that consistency and trust matter as much as a single campaign result in specialist B2B.”
Want to see where your sales system could run better?
In a short audit we point out where results usually leak: measurement, account structure, the product catalog, creative, or decision speed.
