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Manufacturing In The EU, In Numbers
Metalwork, machinery, displays and signs: three manufacturing markets, each with its own rhythm. Their official figures from Eurostat, then the calendar of their Google searches.
Metal Products
NACE code 25
Manufacture of fabricated metal products, except machinery and equipment
412,787companies in the EU
Eurostat publishes no final figure for this country.
8.9 people per company on average
€630.7 billion in turnover
Most searched month: September
Machinery And Equipment
NACE code 28
Manufacture of machinery and equipment n.e.c.
77,416companies in the EU
Eurostat publishes no final figure for this country.
39.9 people per company on average
€881.8 billion in turnover
Most searched month: September
Other Manufacturing
NACE code 32.99
Other manufacturing n.e.c.
43,079companies in the EU
Eurostat publishes no final figure for this country.
3.0 people per company on average
€16.7 billion in turnover
Most searched month: September
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 25, 28 and 32.99, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 332, 333 and 33999, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 332, 333 and 339990, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 332, 333 and 33999 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC codes 241, 242, 243, 244, 245, 246, 247, 248, 249, 251, 252, 253, 259, 261, 262, 263, 264, 265, 266, 267, 269, 271, 272 and 329 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the table. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 25, 28 and 3299 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: SingStat, Annual services and manufacturing statistics, Singapore, establishments 2024, SSIC codes 25 and 28 (Singapore Standard Industrial Classification 2025), data updated on 10 February 2026, retrieved on 16 October 2026. An establishment is a site: a company with 3 sites counts 3 times. See the table. Each card uses the Singapore classification line or lines whose official title fits entirely within its NACE code; where there is no exact match, the card says so. Contains information from “Manufacturing Establishments By Industry, Annual” accessed on 16 October 2026 from the Singapore Department of Statistics, which is made available under the terms of the Singapore Open Data Licence version 1.0.
Source: OECD, Structural Business Statistics (SDBS), South Korea, establishments (local units), ISIC codes 25 and 28 (United Nations international classification, revision 4), 2022 data retrieved on 16 October 2026. An establishment is a single site: a company with 3 sites counts 3 times. A figure the OECD flags as estimated or imputed is left out: the card then says there is no final figure. See the table, see the raw data. People per establishment: calculated from the number of people employed and of establishments published by the OECD. Each card uses the international classification (ISIC) code or codes that match its NACE code exactly, NACE being derived from ISIC; where there is no exact match, the card says so. Official ISIC titles: United Nations Statistics Division.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
Machining And Metal
Machinery
Displays And Signs
100500
Machining And MetalMachineryDisplays And Signs
SepOctNovDecJanFebMarAprMayJunJulAug
Most searched month: machining and metal in September, machinery in September, displays and signs in September. Machinery: September brings 3.3 times the searches of August.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from September 2025 to August 2026, retrieved on 2 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “cnc machining”, “metal fabrication”, “laser cutting”, “industrial machinery”, “machine builders”, “industrial automation”, “point of sale displays”, “display stands” and “illuminated signs”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Machining And Metal
Machinery
Displays And Signs
September 2025
100
100
100
October 2025
90
59
82
November 2025
80
42
69
December 2025
69
36
55
January 2026
97
47
74
February 2026
74
42
76
March 2026
80
49
74
April 2026
74
31
65
May 2026
67
33
63
June 2026
69
37
72
July 2026
53
36
48
August 2026
58
30
56
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Machining And Metal “cnc machining”€1.05 to €4.06
Machinery “industrial automation”€2.33 to €7.58
Displays And Signs “display stands”€0.89 to €3.47
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 2 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
20 minutes · No commitment · 100% confidential
Manufacturing · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
Your audienceManufacturingUnited Kingdom · 8 apps · 5 moments
GGoogleIllustration
cnc machining
SponsoredYYour brandPrecision CNC Machining · Your BrandOne-off parts or production runs, made to drawing. Quote within 48 hours from an engineer.
YYouTubeIllustration
Your parts, from prototype to productionAd · Your brand
Up nextA machined part from start to finish
SponsoredPrecision CNC Machining · Your Brand
DDiscoverIllustration
Your parts, from prototype to production
YYour brand · SponsoredPrecision CNC Machining · Your Brand
MGmailIllustration
YSponsoredYour brandPrecision CNC Machining · Your BrandOne-off parts or production runs, made to drawing. Quote within 48 hours from an engineer.
WWebsites and appsIllustration
Your parts, from prototype to productionYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
One-off parts or production runs, made to drawing. Quote within 48 hours from an engineer.
Your parts, from prototype to production
Precision CNC Machining · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
Your parts, from prototype to production
Learn more→
CChatGPTIllustration
how do I choose a machining subcontractor for a small batch?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandPrecision CNC Machining · Your BrandOne-off parts or production runs, made to drawing. Quote within 48 hours from an engineer.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
18,100searches a month for “cnc machining”, in the UK
Searches a month in your industry, in the UK
“cnc machining”18,100
“industrial machinery”390
“point of sale displays”880
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from September 2025 to August 2026, estimated and rounded by Google, pulled on 2 October 2026.
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. Among them: a manufacturer of custom point-of-sale displays, trade show stands and retail fit-out, selling B2B. The same challenge comes back every time: few searches, high-value projects, and a quote request to qualify before it reaches sales. I work directly with you, with no middleman.
The 3 Paid Media Projects In Manufacturing
Few Searches, High Value
Industrial searches are rare and precise: "CNC machining", "custom machinery", "laser cutting". Every relevant search counts, and search terms get sorted every week.
The Project Calendar
Industrial purchases follow a rhythm: the calendar above shows the month when each type of know-how is searched most. The budget follows that rhythm instead of spreading over the year.
Measure Up To The Signed Quote
Weeks pass between the quote request and the order. Connecting your CRM to the campaigns lets them optimise for the projects that sign.
Distributors And Wholesalers: A Catalogue, Trade Accounts
A distributor or wholesaler sells a broad catalogue to professionals looking for a product, a brand or a supplier: each product family gets its own campaign, and tracking goes all the way to the first order.
Buyers Looking For A Supplier
In the UK, « wholesale suppliers » is searched around 1,000 times a month and « trade supplier » around 480 times, with a top-of-page bid up to €3.85 (Google Keyword Planner, average from October 2025 to September 2026). Each product family gets its own keywords, ads and page.
A Catalogue Through Shopping
When your catalogue is online, its product pages go through a Merchant Center feed, and Shopping ads show the product, its image and its price to the person searching for it. The families that sell best get the budget.
The Trade Account Before The Order
Trade account request, quote request, first order: each step comes back from your CRM or site into Google Ads, and the campaign learns which requests become regular customers.
Customers Who Come Back
A trade customer reorders: the acquisition campaign targets new accounts, and your current customer list is used to recognise them so the budget stays on those discovering your catalogue.
Engineering Firms: Technical Projects
An engineering firm sells expertise to developers, architects or manufacturers with a precise project: the campaign starts from the service, structural, energy or mechanical, and tracks the quote request.
One Campaign Per Service
In the UK, « engineering consultancy » is searched around 2,400 times a month, and « mechanical engineering services » around 480 times with a top-of-page bid up to €10.60 (Google Keyword Planner, average from October 2025 to September 2026). Each service gets its own ads and page, with your references.
A Form That Qualifies The Project
Project type, location, stage and deadline: a form that asks for the essentials saves your team time and tells you straight away whether the project fits your expertise.
A Precise Service Area
Location targeting follows the area where you actually work, and searches that pair the service with a city get their own campaign.
Tracking Through To The Signed Contract
Quote request, meeting, proposal, signed contract: each step comes back from your CRM into Google Ads through offline conversion imports, and the campaign learns which enquiries become contracts.
The Method, Applied To Your Company
1
Trade Search Audit
Real searches for your know-how, competition, seasonality of your projects.
2
Reassuring Pages
References, production capacity, certifications: a page that answers a buyer's questions.
3
Campaigns By Know-How
One campaign per know-how, targeted on your delivery areas.
4
Measurement To The Quote
From the click to the quote request, then to the signed quote when your CRM sends it back.
They Manufacture, I Ran Their Campaigns
★★★★★
Super expérience avec Theo dans le cadre de l'audit Google Ads. Travail sérieux, structuré et pertinent à nos enjeux business. Je recommande sans hésiter.
Google first: an industrial buyer searches for a precise know-how. Meta alongside, to bring back visitors who have seen your work. The mix depends on your clients and your products.
What Budget For A Manufacturing Company?
It depends on the search volume for your know-how and the value of a project. We set it on the first call with the real volumes of your searches, before committing to anything.
How Long Until We See Results?
Campaigns go through a learning phase, and the first reliable readings usually come after a few weeks of data. I never promise a number upfront: I steer on your real data, week after week. For a launch, I recommend at least 2 to 3 months of management: that is the time the algorithms need to finish learning, and for performance to rest on enough conversions to make decisions. It is a recommendation, and you stay free to choose the length.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's Talk About Your Projects
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.