Generating B2B leads in a specific service sector.
The WISAG group is one of the biggest industrial service companies in Germany with three core services in the area of aviation, facility and industry.
In our project we worked together with the WISAG industry services to support the technical cleaning services to generate high-quality B2B leads.
Testing the potential of online marketing campaigns throughout the conversion funnel.
For WISAG it was the first time to approach the Online Marketing environment to generate B2B leads in the area of industrial cleaning. Therefore not only the online Marketing approach to generate leads in a very specific B2B field has been tested, but also the follow-up process of how to deal with the leads in the sales funnel has been tested for the very first time.
For this very first test we selected Google Search Ads as the channel to generate high-quality B2B leads. In the first step a detailed keyword and competitor analysis have been keys to identify high-potential and high-competitive keywords to not only define keyword clusters and from that a campaign structure, but also to derive the needed media budget to launch the first campaigns.
Keywords have been categorised into groups, campaigns and ad copies, and extensions have been tailored to the keyword categories to match the needs of a user’s search term.
Building a successful and scalable base for further online marketing activities.
WISAG took a first bite of Online Marketing and it tasted good. Not only a new channel for lead generation has been established, but also the first step for further scaling of lead generation via Online Marketing measures and establishing of WISAG as Germany’s number one provider in Technical Cleaning for B2B businesses has been made.
Google Ads could be established as the first Online Marketing Channel for the WISAG Technical Cleaning sector which delivers a constant flow of high-quality B2B leads. Not only has a new channel been established, in addition the efficiency in terms of lead quality, on-site conversion rate and cost per lead could be constantly improved during the campaign.
Due to the satisfying results WISAG decided to take further Online Marketing measures in Google Ads, On-Site optimisation and additional channel tests in consideration to continue our cooperation.
CPL improvement during the full project period
CVR improvement during the full project period
MQL-SQL rate 50% offer could be placed