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Understanding the challenge
This regional industrial equipment distributor faced significant challenges in generating consistent, high-quality B2B leads through digital channels. Despite serving a loyal customer base for over twenty years, their online presence had not kept pace with evolving buyer behaviors. Procurement managers and facility operators increasingly researched equipment solutions online before engaging with suppliers, yet the company struggled to appear in relevant search results. Their existing website lacked optimization for industry-specific keywords, and previous paid advertising efforts had produced inconsistent results with high cost-per-acquisition rates.
Our approach
We developed a comprehensive demand generation strategy that combined technical SEO improvements with precisely targeted paid search campaigns. The approach focused on capturing high-intent buyers actively searching for industrial equipment solutions while building long-term organic visibility for competitive industry terms.
Key elements of our solution included:
• Technical SEO audit and implementation addressing site architecture and page speed
• Keyword strategy targeting procurement-focused search terms and product categories
• Google Ads campaigns structured around equipment categories and buyer intent signals
• Landing page optimization for improved conversion rates
• Comprehensive analytics implementation for lead attribution and ROI tracking
Technical innovation
Our strategy leveraged precise audience targeting and remarketing tactics across Google Ads, supported by sophisticated SEO techniques. This integrated approach maximized budget efficiency, significantly increased campaign performance, and delivered higher-quality leads from procurement professionals.
Outcome
Within four months, this industrial equipment distributor experienced a 94% increase in qualified B2B leads. This multi-channel digital marketing approach not only boosted their online visibility but also directly translated into measurable business success with improved lead quality and conversion rates.
