Industrial Supplier Lead Generation Campaign
Paid search and content strategy for an industrial supply business
-54%
Cost per lead reduction
3 to 7
Direct enquiry channels
+137%
Marketing-sourced revenue
An industrial supply company was over-reliant on a single paid directory for leads, with no control over their own enquiry pipeline.
The Challenge
95% of the client's online leads came from a single paid directory listing. They had no direct relationship with these enquirers, no data on what marketing worked, and no ability to optimise their funnel.
Our Approach
We built a diversified lead generation system: a new website structured around product categories and specifier needs; targeted paid search campaigns on high-intent industrial procurement terms; and a CRM-connected enquiry form.
The Results
Within four months, the client reduced cost per lead by 54%, diversified from 3 to 7 active enquiry channels, and saw marketing-sourced revenue grow 137%. The directory dependency dropped from 95% to under 30% of total enquiries.
Deliverables
- Product category pages
- Specifier resource hub
- Paid search campaigns (Google Ads)
- Enquiry-to-CRM integration
- Monthly performance reporting
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