Challenge
Steady lead volume lacked the specific focus their specialized offerings required. The goal was shifting from generic inquiries to high-intent B2B decision-makers.
Strategic Pivot
- Keyword Refinement: surgical audit of search terms, pivoting toward long-tail industrial keywords signaling professional intent.
- Lead Quality Framework: refined ad copy and landing pages to pre-qualify technical procurement officers before the click.
- Conversion Optimization: streamlined the conversion path so the algorithm could prioritize quality over quantity.
