Case Study Overview
How a 93% Reduction in Cost-Per-Lead Drove a 2,985% Increase in B2B Leads
For material handling manufacturers and distributors, a traditional sales model has always been the bedrock of growth. However, in today’s digital landscape, the buying journey for high-value equipment often begins with an online search. By leveraging targeted digital advertising, these B2B companies can strategically place their solutions in front of engineers, procurement managers, and operations directors at the exact moment they are researching a need, dramatically accelerating the sales cycle and generating a predictable stream of qualified inbound leads.
- B2B, Manufacturing, Material Handling
- Digital Advertising
The Challenge
Entering a New Channel with a Mandate for ROI
For an established company that had never ventured into pay-per-click (PPC) advertising, the primary challenge was risk. Leadership was eager to capture greater market share and bolster their sales pipeline by expanding into paid digital ads. Still, they needed absolute certainty that this new investment would yield a positive, measurable return. The goal was not just to launch a campaign, but to build a scalable and cost-effective digital lead generation program from the ground up, proving its value every step of the way.
The Big Idea
Build a Predictable Digital Lead Generation Engine from Scratch
We aimed to demonstrate that a data-driven paid advertising program could evolve from an uncertain expense into a company’s most reliable and economical channel for acquiring new business. By systematically building a full-funnel strategy and relentlessly optimizing it over time, we created a scalable engine that consistently delivered a high volume of qualified leads at an exceptionally low cost, fundamentally changing how the client acquired new customers.
The Results
Monumental Increase in Leads and Decrease in Cost
Our long-term, data-driven approach produced a staggering transformation in the client’s lead generation capabilities. Comparing year-over-year data revealed the power of continuous optimization.
The average cost per conversion plummeted from $552 per lead to an incredible $38 per lead, a 93% reduction in cost.
In that same period, the number of qualified leads exploded from 13 to 401, a massive 2,985% increase.
Building a B2B lead generation engine from scratch using Google Ads
This was just one example of how Site-Seeker helps clients meet (and exceed) their business goals. Through a thoughtful mix of strategy, creativity, and data-driven decisions, we deliver results that make an impact. Let’s explore how we can help move your marketing forward.
Our Insights & Strategy
A Full-Funnel Paid Media Strategy
Site-Seeker understood that for a considered B2B purchase, a successful paid media strategy must address the entire buyer’s journey, from initial awareness to active consideration.
Address the Full Funnel
We recognized that not all prospects are actively ready to buy. A strategy focused only on bottom-of-funnel keywords would miss a huge opportunity to influence decision-makers earlier in the process. Our core strategy was to build a two-pronged campaign that could both generate awareness and capture active demand simultaneously.
Data is the Key to ROI
For a new advertiser, the initial data is the most valuable asset. Our strategy was not to “set and forget” the campaigns but to establish a rigorous, continuous optimization loop. By analyzing performance data over time, we could systematically identify what worked, eliminate wasted spend, and dramatically improve efficiency.
Different Channels for Different Goals
We knew that Search and Display ads serve distinct but complementary purposes. The strategy was to use Display for cost-effective brand building and audience development (top-of-funnel) and use Search for capturing high-intent prospects who were actively seeking solutions (bottom-of-funnel).
Execution
A Comprehensive Google Ads Program That Evolved Over Time
Site-Seeker implemented a strategic advertising plan that was optimized over time:
Top-of-Funnel Brand Building (Display)
We created and launched audience-specific display campaigns to build brand awareness. These campaigns targeted individuals based on their job roles, industry, and online behavior, ensuring the client’s brand was visible to relevant decision-makers at logistics and manufacturing companies.
Bottom-of-Funnel Lead Capture (Search)
We built meticulously researched, keyword-driven search campaigns. These campaigns focused on terms that signaled strong commercial intent, ensuring that when a prospect was actively looking for material handling solutions, our client was the top result.
Relentless Optimization
Over three and a half years, we steadily analyzed campaign performance. We constantly refined keyword lists, tested new ad copy, and optimized targeting parameters. This ongoing process of data analysis and refinement was directly responsible for the dramatic and continuous improvement in lead volume and cost-efficiency.
This powerful combination of radically lower costs and exponentially higher lead volume provided the undeniable proof of ROI the client required, establishing paid advertising as a core pillar of their growth strategy.
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