At a glance
- $230,400 enterprise contract directly verified from paid search, plus $320,000 in influenced contracts
- 12.9× return on ad spend on ad spend alone (5.5× including consulting fees)
- 34 tracked conversions, up from zero
- 37 keywords cut to 3, for 6.5× conversion efficiency
- 12 months from launch to validated pipeline
The client
The client is a B2B weather intelligence company. It helps logistics, retail and infrastructure teams see disruptions coming and act before they hit.
The brand was already known for innovation. What it needed was a way to turn that visibility into demand from enterprise buyers.
The problem
- Website traffic was healthy. Conversions were near zero.
- Campaigns focused on brand storytelling, not capturing leads.
- There was no lead capture system: no conversion tracking, no clear path to a demo and no handoff to sales.
Traffic was coming in. Nothing was catching it.
The goal: build a lead capture system that turns high-value traffic into revenue-attributed opportunities.
What we built
1. Capture and tracking first
Before scaling spend, we made sure every lead could be captured and measured.
- Clear conversion points: demo and contact requests on every high-intent page.
- GA4 and HubSpot connected for full attribution, from first click to signed contract.
- Automated lead routing, so demo and contact requests reached sales immediately.
2. Demand capture
- A Google Ads structure rebuilt around high-intent searches tied to fleet operations, weather risk and logistics reliability.
- Spend focused on bottom-of-funnel search and remarketing aimed at fleet decision-makers.
- LinkedIn Sponsored Content for transportation and supply-chain operations roles.
- Email nurture for webinar registrants and past site visitors.
- A/B tested landing pages highlighting ROI, integrations and real fleet results.
Precision beats volume
We launched with 37 keywords covering weather analytics, operational risk and logistics continuity.
Then, with conversions finally tracked, we let the data decide.
| Keyword | Match type | Conversions | CTR | Cost / conv. |
|---|---|---|---|---|
| Keyword #1 | Phrase | 14 | 6.9% | $412 |
| Keyword #2 | Exact | 11 | 8.2% | $518 |
| Keyword #3 | Phrase | 6 | 7.4% | $489 |
Three keywords produced 31 of the campaign's 34 conversions. Average CTR rose to 7.5%. Conversion efficiency went up 6.5×.
Cutting 34 keywords wasn't a loss. It was the strategy.
The results
| Metric | Total | Impact |
|---|---|---|
| Clicks | 50.5K | +82% year over year |
| Impressions | 1.88M | +64% reach expansion |
| Conversions | 34 | Up from zero tracked conversions |
| Ad spend | $17.9K | About $526 per conversion |
| Revenue | $230,400 verified contract | Plus $320,000 in influenced contracts |
Return on ad spend: 12.9× on ad spend alone, 5.5× including consulting fees.
Within 12 months, paid search went from traffic nobody could act on to a validated revenue pipeline.
What other B2B teams can take from this
- Capture before you scale. More traffic won't help if there's nothing to catch it. Build the conversion path first.
- Track click to contract. If you can't trace a lead to revenue, you can't tell what's working.
- Start broad, then cut hard. Launch with enough coverage to learn. Let conversion data decide what stays.
- Speed to sales matters. High-intent leads should hear back while they're still interested.
- Measure revenue, not clicks. Clicks grew. The contract is the number that mattered.
Want to find out where your traffic is leaking? Book a strategy call.