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Case study · Manufacturing

Fewer form fills, more qualified opportunities

Restructuring Google Ads by product line and importing CRM opportunities for a packaging machinery manufacturer that sells internationally.

ClientTrueno Industrial
ServicesGoogle Ads · Analytics · CRM
Duration6 months
MarketSpain, Portugal and Mexico
−38%Cost per qualified leadIn 6 months
+59%Qualified leads per monthFrom 22 to 35
58%Qualification ratePreviously 31%
3Active marketsSpain, Portugal and Mexico
Starting point

High volume, low quality

The campaigns generated a large volume of form submissions, but the sales team discarded almost seven in ten: students, companies from unrelated sectors and spare-parts requests that did not come from new customers.

The account optimised towards form submissions, with no information on which contacts progressed. All product lines shared campaigns and budget, regardless of their deal size and margin.

Goals
  • Reduce the cost per qualified lead
  • Prioritise the highest-value product lines
  • Measure the business generated by each campaign
  • Open up lead generation in Portugal and Mexico
Approach

What we did

  • 01Business measurement

    Click ID capture, import of CRM pipeline stages and values by product line.

  • 02Structure by product line

    Separate campaigns for packaging machines, labelling machines and complete lines, with budgets set by margin.

  • 03Technical searches

    Keywords by application and packaging format, and exclusion of job, training and spare-parts searches.

  • 04Landing pages by application

    Pages with specifications, case studies and a form with qualifying questions.

Results

Results after six months

Cost per qualified lead€410 → €254
Before
After
Qualified leads per month22 → 35
Before
After
Qualification rate31% → 58%
Before
After
Process

Project phases

  1. Weeks 1–3

    Measurement

    Account audit, stage-based conversions and CRM integration.

  2. Weeks 3–6

    Restructuring

    Campaigns by product line, technical keywords and negative keywords.

  3. Weeks 6–10

    Landing pages

    Pages by application and a form with qualifying questions.

  4. Months 3–6

    Optimisation and expansion

    Bidding towards qualified leads and launch in Portugal and Mexico.

We went from measuring clicks to measuring real opportunities. The cost per qualified lead came down from the first quarter.

IFIgnacio FerrerSales Director · Trueno Industrial
Services applied

Disciplines in this project

Paid Ads Analytics and CRO GTM Engineering
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