More qualified demand at half the acquisition cost.
How an Industrial B2B company improved lead quality, increased proposal requests and reduced acquisition costs by connecting paid media with the commercial process.
Context
The company provides specialised services and equipment rental across construction, logistics and industrial operations.
Lead generation was already in place, but too much of the incoming demand had limited purchasing intent.
Once those leads reached the commercial team, there was another challenge: limited visibility over what happened next.
It was difficult to understand which leads were progressing, why others weren't, and how paid media investment was translating into real commercial opportunities.
The Challenge
The challenge existed on both sides of the lead.
Acquisition needed to generate stronger commercial intent. At the same time, the business needed a clearer view of what happened once those leads reached the commercial team.
How long did it take to make first contact?
Was the lead actually qualified?
Did it progress to a proposal request?
If not, why?
What objection stopped the opportunity from moving forward?
Without those answers, paid media could be optimised for more leads and lower costs — but not necessarily better business outcomes.
The Approach
The first step was understanding where acquisition and the commercial process were underperforming.
Google Ads was restructured around higher-intent searches, while a dedicated landing page created a stronger path for conversion and qualification.
A shared CRM then connected marketing with the commercial team, making lead status, response times and commercial progression visible.
For opportunities that required more time, behaviour-based email automations created structured follow-up based on each lead's actions and pipeline stage.
Finally, marketing and commercial reporting connected acquisition performance with what was actually happening further down the pipeline.
What Changed
- Google Ads restructuring
- Dedicated landing page
- Shared marketing & sales CRM
- Behaviour-based email automations
- Marketing & commercial reporting
The focus was on improving both sides of acquisition — bringing in better opportunities and using what happened commercially to make better acquisition decisions.
Results
Insight
Reducing acquisition costs was only part of the result.
The bigger change was knowing which leads were qualified, which progressed towards a proposal and why others didn't.
That information gave paid media a clearer picture of what was actually creating commercial value. Investment and acquisition decisions could now be based on real commercial data, not assumptions.