49
Total B2B leads
28
Qualified enquiries
<€3K
Total paid-media spend
<€108
Qualified cost per lead
49 B2B leads—including 28 qualified enquiries—in one quarter.
A specialist industrial manufacturer needed to reach a small global audience of engineers, production teams and technical decision-makers.
The challenge wasn’t generating more clicks. It was preventing the advertising budget from being consumed by irrelevant searches and unqualified visitors.
For a niche B2B company, reaching 100 relevant decision-makers is considerably more valuable than attracting thousands of visitors with no purchasing intent.
The challenge
The company sells high-value technical equipment with long buying cycles and relatively low search volumes.
Generic traffic offered little commercial value. Campaigns needed to distinguish between casual researchers and buyers actively evaluating equipment.
Conversion tracking also needed improvement so the company could see which campaigns were producing genuine enquiries.
What we changed
We rebuilt the acquisition strategy around geography, product intent and lead quality.
The work included:
- Separating campaigns by market and product category
- Building Search campaigns around high-intent industrial queries
- Using Performance Max alongside targeted Search campaigns
- Continuously excluding irrelevant searches and locations
- Improving enquiry and conversion tracking
- Aligning landing pages with the terminology technical buyers used
- Supporting paid acquisition with SEO for commercial product categories
The results
In one quarter, the campaigns generated:
- 49 total B2B leads
- 28 qualified website enquiries
- Less than €3,000 in total paid-media spend
That represents less than approximately €62 per lead and €108 per qualified enquiry, based on the maximum reported spend.
Why it worked
The campaign was optimised for commercial relevance rather than traffic volume.
By connecting search intent, geography, landing-page messaging and conversion tracking, the company could direct its budget toward technical buyers who were actively evaluating a solution.