The challenge
The business sold complex industrial solutions with relatively long sales cycles.
Its website attracted visitors but did not provide sufficiently focused conversion paths for different applications, industries and product categories.
Paid search also generated enquiries that varied significantly in commercial value.
The objective
Increase qualified B2B enquiries while improving acquisition efficiency and providing the sales team with better-quality opportunities.
Our strategy
We built the acquisition strategy around commercial intent.
Instead of sending all paid traffic to broad service pages, we created more focused journeys around:
- Industrial automation solutions
- Manufacturing applications
- Product categories
- Industry-specific requirements
- High-intent searches
Services involved
- Google Ads
- B2B lead generation
- Landing-page CRO
- SEO
- Conversion tracking
- Analytics
Implementation
We:
- Audited paid-search campaigns.
- Analysed search terms.
- Refined keyword targeting.
- Added negative keywords.
- Created industry-specific landing pages.
- Improved enquiry forms.
- Added qualification questions.
- Improved calls to action.
- Optimised technical service content.
- Connected marketing data with CRM reporting.
Optimisation
Campaigns were evaluated based on qualified leads rather than raw form submissions.
Lead quality feedback from the sales team was incorporated into campaign optimisation, helping identify which keywords and landing pages were producing commercially relevant opportunities.
Results
During the ten-month campaign:
79% increase in landing-page conversion rate.
34% reduction in cost per qualified lead.
71% increase in qualified B2B leads.
Key learnings
- B2B lead generation should optimise for sales relevance rather than lead volume alone.
- Industry-specific landing pages helped reduce the gap between search intent and sales messaging.
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