5 Years of Baidu SEM for a German Industrial Pump Alliance

The Client

Star Pump Alliance (SPA) is a German-headquartered industrial pump alliance connecting pump buyers with the right manufacturers. Their flagship product, the PUMPselector, helps engineers find the right pump for their application — fast, simple, and cross-manufacturer.

SPA targets a wide range of industrial verticals in China: chemical, petrochemical, oil & gas, construction, mining, food & beverage, pharmaceutical, pulp & paper, wastewater treatment, marine, and refrigeration. Their keyword strategy spans 10+ pump technology types — from centrifugal and canned motor pumps to dosing, gear, and multi-screw pumps.

Their China presence runs through cn.starpumpalliance.com, and like many global B2B brands, they needed a localized digital acquisition strategy that Baidu could power — but their global website couldn't be easily modified for the China market.

What TMG Did

• Baidu SEM (4 campaigns) — Built and managed 4 distinct campaigns targeting different buyer intents: Brand SPA (brand defense), PUMPselector (tool-intent), Industries (15+ verticals), and Technologies (10+ pump types).
• 200+ Keywords — Full keyword research and ad copy localization across every major industrial pump category, with ongoing negative keyword refinement (900+ negatives added).
• Jimuyu Landing Pages — Translated and built landing pages on Baidu Jimuyu, enabling fast-loading forms and native Baidu tracking code.
• PUMPselector Translation — German → English → Chinese translation of the online selection tool interface.
• Ongoing Optimization — Monthly reporting, keyword expansion, bid management, negative keyword refinement (900+ negatives added).

The Results

Over 56 tracked months, SPA's Baidu campaigns achieved over 5 million impressions and 35,000+ clicks. CTR improved from 0.47% in the first month to a steady-state of 1.07%–1.09% — a 2× improvement — with peak months hitting as high as 4.60%. The campaigns generated 68+ tracked Baidu form leads with cost-per-lead ranging from €64 to €276 when forms were captured.

Beyond search, TMG built Jimuyu landing pages and translated the PUMPselector selection tool into Chinese — enabling SPA to present a fully localized experience to Chinese engineers seeking the right industrial pump.

Why It Ended

Star Pump Alliance ran from 2021 through Q1 2026 — a steady 5-year account powered by consistent optimization. The engagement spanned 56 months of monthly reporting, campaign restructuring, and scope expansion. A steady, reliable relationship built on consistent results and deep category expertise.