A Google Search Ads Strategy for PT Sukses Perkasa Forestama

A Google Search Ads strategy to help a B2B engineered-wood distributor turn high-intent search into qualified leads.

About PT Sukses Perkasa Forestama

PT Sukses Perkasa Forestama (SPF) is an Indonesian B2B distributor of engineered wood materials, including plywood, MDF, HPL, particle board, and PVC board, for construction and interior projects. Operating since 2005 and headquartered in Surabaya, it serves contractors, property developers, and the furniture industry across much of Indonesia.

The Objective

The brief was to design a Google Search Ads campaign that would drive 100 “contact page” lead submissions by the end of May 2026, focused on Semarang, Malang, Surabaya, Bali, and Nusa Tenggara. The challenge: a fragmented, price-driven market where competitors compete on generic product keywords with little differentiation.

The Result

Faradilla Anggraeni built an end-to-end paid-search plan for SPF.

She started with a digital-presence audit across SEO, social, and e-commerce, and a competitor analysis of four distributors, which surfaced a clear gap in differentiation and structured lead conversion. From there she designed a campaign structure that separates high-intent, product, and brand searches into dedicated campaigns, giving tighter control over budget, messaging, and lead quality.

The plan included keyword research across focus, brand, and high-intent groups with a match-type strategy and negative keywords; ad creation with headlines, descriptions, and extensions (sitelinks, callouts, structured snippets); and a one-month media plan (budget around Rp2,970,000) forecast against historical benchmarks (CTR 7.8%, CVR 5%, CPL Rp25,000), using a Maximize Conversion bidding strategy with clearly defined success and optimization metrics.

You can explore the full campaign plan in Faradilla’s project deck.