Generating 250+ B2B leads in two months
Connect Communications provides communication solutions — two-way radio, managed communications and related systems — for organisations across education, hospitality, security, warehousing and industrial environments. The challenge was turning a specialised B2B service offering into a predictable flow of sales opportunities.
Connect Communications
B2B leads · 2 months
Google Ads · Meta Ads · B2B Lead Generation · Meta Instant Forms
Paid Ads · Tracking + Reporting
The challenge
B2B communications is not an impulse purchase. Prospective customers are often researching solutions for operational problems and may need advice before knowing exactly what equipment or system they require.
The marketing therefore needed to capture existing search demand while also reaching relevant businesses before they were actively searching.
The approach
Google Ads and Meta Ads were given different roles within the lead generation system. Google targeted businesses demonstrating active intent. Meta expanded reach to relevant audiences and used Instant Forms to reduce friction between seeing an offer and making an enquiry.
Campaign optimisation focused on generating enquiries with genuine commercial intent rather than simply maximising form volume.
The result
B2B leads · 2 months
In two months, the campaigns generated 250+ B2B leads.
The combined strategy created demand through Meta while Google captured businesses already looking for communications solutions.
Growth System layers involved
2 of nine layers in scope. Every case connects back to the same system; the layers highlighted are where this work sat.
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