Case Study · Metallurgical Machinery Exports

From Zero to RMB 30 Million:
A Second-Generation Successor Takes Metallurgical Machinery Global

The second-generation successor handed export marketing to Singoo, starting with a website and Google Ads, then adding Facebook for lead generation. Revenue topped RMB 30 million in 2024 and reached RMB 20 million in the first half of 2025.

Industry: Metallurgical machinery / Custom machineryProducts: Cold pilger mills / Straightening machines / Cold drawing machinesServices: Smart Cloud Site + Smart Cloud Social Plus + Ads
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Heavy equipment in a steel pipe workshop
2024 RevenueOver RMB 30M

From Singoo’s platform alone

H1 2025RMB 20M

First-half revenue

Monthly Facebook InquiriesOver 100

Running since 2024

Google Inquiries per MonthOver 20

Google Ads running nonstop

Background

An Established Metallurgical Machinery Plant Hands Exports to the Next Generation

This company develops and manufactures metallurgical, food and custom machinery, mainly cold pilger mills, straightening machines and cold drawing machines. Its products sell well across China and are exported overseas.

Exports are run by the owner’s son. At the end of 2018, the company partnered with Singoo on a Smart Cloud Site, with Google Ads as the main channel for overseas leads and a daily budget gradually raised to about RMB 300. Facebook was added later, and the export business grew step by step.

Steel pipes neatly stacked in a yard
Metallurgical machinery: cold pilger mills, straightening machines, cold drawing machines and more

How We Worked Together

Start with a Website, Then Scale Inquiries with Social Media

2018.11

Smart Cloud Site Launched

Mainly Google Ads for a steady flow of inquiries.

Ongoing Ads

Google Ads Never Stop

20+ inquiries a month on average.

Late 2024

Smart Cloud Social Added

Facebook project launched; social inquiries grow fast.

2025

Upgraded to Smart Cloud Social Plus

The full stack runs steadily, with social ads around trade shows.

Results

2024 Revenue Tops RMB 30 Million

Full year 2024
RMB 30M
H1 2025
RMB 20M
2025 Target
RMB 50M
Target by 2028
RMB 100M

Solid = achieved; dashed = shared targets

60KFacebook Fans
100+Monthly Facebook Inquiries
20+Google Inquiries per Month
MonthlyOne-on-one, in-person reviews

How We Work Together

Full-Stack Partnership, Monthly Reviews, Long-Term Commitment

Full-Stack Partnership

Website + Social Media + Ads

1 Smart Cloud Site and 1 Smart Cloud Social Plus, with daily Google and Facebook ad budgets of about RMB 300 each, plus social ads around trade shows.

Monthly Reviews

One-on-One, In Person

The client team thinks highly of Singoo’s marketing team and meets with them one-on-one in person every month to review performance.

In It for the Long Run

Partners since 2018

From website to social media, the partnership has grown step by step, with steady operations throughout.

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FAQ

Taking Metallurgical Machinery Global? Questions You May Have

View More FAQs
Is custom equipment like metallurgical machinery suited to online lead generation?

Yes. This company makes cold pilger mills, straightening machines, cold drawing machines and similar equipment. It started with a brand website and Google Ads, then added Facebook, and its 2024 revenue passed RMB 30 million.

How do Google Ads and Facebook differ for lead generation?

In this case Google Ads ran continuously and brought in 20+ inquiries a month; after Facebook was added at the end of 2024, social inquiries grew quickly to over 100 a month. The two can be combined to capture demand from different sources.

Roughly what ad budget is needed?

This company spends about RMB 300 a day each on Google and Facebook ads, plus social ads around trade shows. The right budget depends on your products, markets and goals. Learn about AI Smart Ads.

When the next generation takes over a family firm’s exports, how should they work with a service provider?

Here the founder’s son runs exports. The company has worked with Singoo since 2018, meeting one-on-one in person every month to review operations and upgrading step by step from website to social media.

Can social media work with trade shows?

Yes. This company runs social ads during trade shows to extend their reach.

How long should online lead generation be kept up?

This company has worked with Singoo steadily since 2018. Results depend on the industry, budget and follow-up; no fixed timeline or outcome is promised, so set stage goals and review monthly.

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Phone15921156139Emailzhangleilei@singoo.ccTop