Digital Marketing
Lead Generation Campaign System
A rebuilt campaign and measurement system that prioritises qualified enquiries over raw form volume.
- Client
- Client placeholder — B2B services provider
- Industry
- B2B Services
- Timeline
- Sample engagement — approx. 4 months
- Services
- Paid Search, Landing Page Strategy, Analytics & CRO
The challenge
Where the Project Started
Campaigns were generating enquiries, but the sales team reported low qualification rates and reporting could not connect spend to genuine pipeline.
Strategy
How We Approached It
- Define what a qualified enquiry means before changing any campaign settings.
- Match campaign messaging to dedicated landing pages instead of generic service pages.
- Rebuild tracking so reporting reflects qualification, not just submissions.
Execution
What We Delivered
- Restructured paid search around intent groups with tighter negative keyword coverage.
- Built message-matched landing pages with a shorter, clearer enquiry form.
- Implemented consent-aware event tracking and a single reporting view.
Results
Outcomes and Observations
Described qualitatively. Verified numeric results are shared with clients directly rather than published.
More efficient lead acquisition
Budget shifted toward query groups producing qualified enquiries.
Clearer attribution
Reporting now links campaigns to enquiry quality, not just volume.
Faster iteration
Dedicated landing pages made testing cycles shorter.
Learnings
What We Took Forward
Defining lead quality up front changes almost every downstream campaign decision.
Message match between ad and landing page is usually the fastest available improvement.
More work
Related Engagements
Have a Similar Challenge?
Tell us what you are working toward, and let's create the right digital strategy to get you there.