Skip to content
Your territory
CALIBRE FIELD GUIDES / NO. 01Available now · 2026 edition

Your next customer is already searching.

The system we use to turn Google searches into qualified quote requests for metal fabricators, written down so you can run it yourself: 15 chapters, 11 working tools and the templates to go with them. In French and English.

Get the playbook · $297 CADSee what’s inside

One-time payment · Access within one business day · 14-day refund

15
chapters, plus 3 appendices
11
interactive tools
3
Excel and CSV templates
6 h
of reading, paced over 30 days
FR + EN
every page in both languages

Built for the shop floor. Written for the owner.

Laser cuttingSheet metalCNC machiningWeldingStamping

01 / THE OPPORTUNITY

You know how to make the part. Know how to win the enquiry.

Referrals are valuable. But they don’t give you much control over when the next opportunity arrives. Google Ads can put your capabilities in front of buyers actively looking for a supplier, if the campaign is built around the work you actually want.

Most fabrication campaigns fail for the same reasons: broad keywords that attract job seekers and hobbyists, a homepage instead of a quote page, and no way to tell a real RFQ from a tire-kicker. This playbook fixes each one, in order.

02 / THE SYSTEM

Less guesswork. A plan you can work from.

Four stages, from the economics of a quote request to the weekly routine that keeps the campaign profitable. Each one ends with something you put to work in your account.

01

Define the work you want

Work out what a qualified request is worth, what you can pay for one, and which jobs your campaign should attract.

Lead value calculator · Ideal Job Profile
02

Find buying intent

Separate supplier searches from job seekers, DIY research and machine shoppers before they cost you a click.

Keyword builder · 336 negative keywords
03

Build the path to a quote

Ads that pre-qualify, and a quote page that asks for the drawing, the material and the quantity.

Ad workshop · Quote page scorecard
04

Measure and follow through

Track every request to the job won, answer the best ones first, and report on what actually pays.

RFQ triage · Monthly report builder

03 / TABLE OF CONTENTS

Everything in the playbook.

Eighteen chapters in four parts, read in order the first time. Every chapter ends with a checklist and something concrete in hand.

Before you start

  1. Chapter 00

    Start here

    How the playbook works, the Quote Path behind it, and the 30-day plan to go from zero to a running campaign.

    You leave withYour 30-day plan and access checklist

    12 min

Part I — Strategy

  1. Chapter 01

    The math of a quote request

    Work out what a qualified request is worth to your shop, what you can afford to pay for one, and the budget that gives Google enough data to work with.

    You leave withTarget cost per qualified request and monthly budget

    22 min
  2. Chapter 02

    Define the work you want

    Turn “we do a bit of everything” into an Ideal Job Profile: processes, materials, volumes, buyers and territory your campaign should go after.

    You leave withA one-page Ideal Job Profile

    20 min
  3. Chapter 03

    How fabrication buyers search

    Who types what into Google before they send a drawing: the five buyer types, the four intent tiers and the vocabulary that separates a buyer from a job seeker.

    You leave withYour search-intent map

    24 min

Part II — Build

  1. Chapter 04

    Measurement before money

    Set up conversion tracking that counts real quote requests and calls, respects Quebec's Law 25, and can later tell Google which leads became jobs.

    You leave withVerified conversion tracking

    28 min
  2. Chapter 05

    Settings that protect your budget

    The account and campaign settings that quietly waste money for most shops, and the exact configuration to start with.

    You leave withA campaign configured line by line

    20 min
  3. Chapter 06

    Campaign architecture

    How to split campaigns and ad groups by process, language and territory so budget goes where the margin is. Three blueprints by budget size.

    You leave withYour account blueprint

    22 min
  4. Chapter 07

    Keywords and negatives

    Build keyword lists from buyer language, choose match types deliberately, and block the job seekers, hobbyists and machine shoppers before they cost you a cent.

    You leave withKeyword lists and four negative lists

    30 min
  5. Chapter 08

    Ads that pre-qualify

    Write responsive search ads that attract the jobs you want and politely repel the ones you don't. Headline bank, assets and French-language rules.

    You leave withTwo ads per ad group, plus assets

    26 min
  6. Chapter 09

    The quote page

    The page between the click and the drawing: the twelve sections that make an engineer trust you, and an RFQ form that collects what you need to quote.

    You leave withA quote page that scores 80+

    30 min

Part III — Operate

  1. Chapter 10

    Launch and the first 30 days

    The pre-launch QA, what to check on day 1, day 3 and day 7, and what is normal (and not) while Google learns.

    You leave withA clean launch and a launch log

    18 min
  2. Chapter 11

    The weekly operating rhythm

    A 30-minute weekly routine, a monthly review and a quarterly reset, plus a diagnostic for when the numbers go wrong.

    You leave withYour optimization calendar

    26 min
  3. Chapter 12

    Speed to lead: handling and follow-up

    Most paid leads are lost after the form, not before. Triage, scoring, call scripts and a follow-up cadence your estimator can run.

    You leave withA written lead-handling procedure

    24 min
  4. Chapter 13

    Reporting: measure what matters

    The metrics that predict revenue, the ones that don't, and a one-page monthly report that ties ad spend to quotes and jobs won.

    You leave withYour monthly report

    20 min
  5. Chapter 14

    Scale without breaking it

    When you are ready for more budget, how to add it, which Google automation to trust and when, and how to brief outside help.

    You leave withA 90-day growth plan

    22 min

Appendices

  1. Appendix A

    The toolkit

    Every spreadsheet, list and tool in the playbook, and when to use each one.

    You leave withTemplates downloaded and set up

    8 min
  2. Appendix B

    Master negative keyword lists

    Ready-to-paste negative keywords in English and French, sorted by the kind of searcher they block.

    You leave withNegative lists loaded in your account

    10 min
  3. Appendix C

    Glossary (English–French)

    Google Ads and fabrication terms, with the French used in the Google Ads interface and on the shop floor in Quebec.

    You leave withA shared vocabulary for your team

    12 min

04 / THE TOOLS

Eleven tools that do the math for you.

Built into the chapters. Enter your own numbers and get your answer on the spot; your inputs are saved in your browser for the next session.

  • Chapter 01

    What a lead is worth

    Turns your job size, margin and win rate into what a qualified request is worth, and the most you should pay for one.

  • Chapter 01

    Budget and volume planner

    Shows the monthly budget and click volume Google needs to learn, and what you can expect from it.

  • Chapter 02

    Ideal Job Profile builder

    Defines the jobs you want, the ones you turn down, and the questions that tell them apart.

  • Chapter 06

    Account blueprint generator

    Generates your campaign and ad group layout from your processes and service area.

  • Chapter 07

    Keyword list builder

    Builds keyword lists by process and match type, ready to paste into Google Ads.

  • Chapter 08

    Responsive search ad workshop

    Writes responsive search ads with live character counts and lines that pre-qualify buyers.

  • Chapter 09

    Quote page scorecard

    Scores your quote page on what turns a click into a request, and shows what to fix first.

  • Chapter 11

    Campaign doctor

    Diagnoses a struggling campaign from its numbers and points to the fix.

  • Chapter 12

    RFQ triage scorer

    Sorts incoming requests so your estimators answer the best ones first.

  • Chapter 13

    Monthly report builder

    Builds the one-page monthly report: cost per qualified request, jobs won, return on ad spend.

  • Chapter 14

    Scale readiness check

    Checks whether the campaign is ready for more budget, a new process or a new region.

05 / THE TEMPLATES

Templates you keep.

Download them once and reuse them for every campaign. They open in Excel or Google Sheets.

  • XLSX

    The Playbook Toolkit (Excel)

    Eight working sheets: lead economics, Ideal Job Profile, keyword planner, ad copy with character counts, campaign build sheet, launch QA, weekly log and monthly report.

  • XLSX

    Lead tracker (Excel)

    Log every request from first contact to job won. Scores each lead, and calculates cost per qualified lead, win rate and return on ad spend by month.

  • CSV

    Negative keyword lists (CSV)

    Every negative from Appendix B in one file, with list name, match type and language, ready to sort and paste into Google Ads.

06 / THE 30-DAY PLAN

From zero to a live campaign in 30 days.

One focused hour or two a day is enough. By day 30 you have a live campaign and a routine to run it.

  1. Week 1

    Plan the economics and the work

    Start here · The math of a quote request · Define the work you want · How fabrication buyers search

  2. Week 2

    Measure and build

    Measurement before money · Settings that protect your budget · Campaign architecture · Keywords and negatives

  3. Week 3

    Ads, page and launch

    Ads that pre-qualify · The quote page · Launch and the first 30 days

  4. Week 4

    Operate and follow up

    The weekly operating rhythm · Speed to lead: handling and follow-up · Reporting: measure what matters

07 / A LOOK INSIDE

Start with the job. Then build the campaign.

A generic “metalwork” campaign brings in a little of everything. A useful campaign starts with a precise brief. Here’s the Ideal Job Profile from chapter 02, filled in for a laser-cutting shop.

IDEAL JOB PROFILE / CHAPTER 02
Process
Laser cutting
Ideal work
Repeat B2B production orders
Buyer search
“laser cutting service near me”
Page must explain
Materials, capacity, service area
Quote form asks
Drawing, quantity, timeline
Success measure
Qualified quote requests

08 / THE EXPERIENCE BEHIND IT

From an agency focused on metal fabricators.

Calibre builds Google Ads lead-generation campaigns for fabrication businesses. One Quebec sheet-metal client’s campaign shows the method this playbook teaches, at work.

19quote requests / month
$55cost / quote request
$1,000monthly ad spend

Agency case study, October 2022–November 2023. Figures describe that client’s campaign, not results from this playbook. Results vary; no performance guarantee is offered.

09 / WHO IT’S FOR

For owners who want to understand the system.

  • You sell metal-fabrication services to businesses.
  • You want to run campaigns yourself, or brief a marketer better.
  • You can set aside an hour or two a day for a month, and follow up on requests.

Need someone to build and manage everything?

Explore Calibre’s agency service ↗

THE FABRICATOR’S GOOGLE ADS PLAYBOOK

Start building this week.

Pay once and keep the playbook: online on any device, plus a printable edition. Work through it at your own pace, in French or English.

Available now · 2026 edition
$297 CAD

One-time payment · Access within one business day · 14-day refund

  • ✓ 15 chapters + 3 appendices, in French and English
  • ✓ 11 interactive planning tools
  • ✓ Excel toolkit, lead tracker and 336 negative keywords
  • ✓ Printable edition
  • ✓ Ad spend and campaign management not included
Order the playbook

Opens your email app with a prepared order. We reply within one business day with a secure payment link, then give your email address access.

14-day refund. By buying, you accept the terms of sale.

10 / FAQ

Before you get started.

How do I get access?

Send the order with the button above. We reply within one business day with a secure payment link. Once it’s paid, we give your email address access and send you the sign-in page: no password, just a one-time link by email.

Is this a course or an agency service?

It’s a self-guided digital playbook with working tools and templates. Campaign setup, ongoing management and individual consulting are not included.

Is ad spend included?

No. The playbook is a one-time payment. Google Ads spend is separate and paid to Google. Sales taxes, where applicable, are added at payment.

Will this guarantee more quote requests?

No. Results depend on your market, offer, budget, implementation and follow-up. The playbook helps you make better-informed campaign decisions.

Do I need Google Ads experience?

No. The playbook starts with campaign fundamentals. You should be comfortable working through a digital guide and making changes to your website, or working with someone who can.

Can my company get an invoice?

Yes. You receive a receipt and an invoice at the email address used to pay.

Can I get a refund?

Yes. If the playbook isn’t right for you, write to us within 14 days of your purchase for a full refund, no reason needed. The terms of sale have the details.