Case study · B2B / Horticulture

Building a B2B lead engine
in a niche supplier market

The supplier sells specialist horticultural equipment to commercial growers. We built a paid search and LinkedIn strategy, tightened their landing pages, and tripled qualified inbound leads in six months.

Client
A B2B horticulture supplier
Industry
B2B horticulture
Services
Media, Web Dev
Engagement
6-month project + retainer

The challenge

The supplier sells highly technical horticultural equipment, irrigation, climate control, growing media, to commercial-scale growers across Australia. The customer base is small, geographically dispersed, and notoriously hard to reach through traditional marketing.

Their growth had stalled. Organic search was steady but flat. They had tried Meta but found it didn't reach decision-makers. Their sales pipeline relied almost entirely on referrals and trade show contacts, and that pipeline was thinning year-over-year.

The brief: build a digital lead engine that consistently puts qualified opportunities in front of the sales team, without burning budget on irrelevant traffic.

Our approach

We focused on the two channels where decision-makers in this market actually consume information: search (when they have an active problem) and LinkedIn (when they don't).

  • Built tightly-themed Google Ads search campaigns around high-intent, problem-aware keywords, narrow, expensive, but very qualified
  • Layered in LinkedIn lead-gen forms targeting commercial growers by job title, company size and verified industry segment
  • Designed and built five new landing pages, each focused on a specific buyer persona and product category
  • Integrated lead capture with their CRM and built an internal scoring system so sales could prioritise the strongest enquiries
  • Set up monthly content production for LinkedIn, operator-led videos and technical articles aimed at the people they wanted to reach

What we shipped

Over six months:

  • Google Ads search account from scratch, five product-aligned campaigns, ~200 carefully matched keywords
  • LinkedIn campaigns: lead-gen forms, sponsored content, and conversation ads
  • Five new landing pages, built fast (sub-1.5s load) and tied to ad creative
  • CRM integration with HubSpot + lead-scoring framework
  • Monthly LinkedIn content sprints, 4 videos and 2 long-form articles per month
  • Quarterly business review with the sales team, looping closed-won/closed-lost data back into the media targeting

Results, first 6 months

The numbers

3.2×
Qualified pipeline value vs. the previous six months
+184%
Increase in inbound qualified leads (MQL → SQL)
$48
Average cost per qualified lead (down from $210 on Meta)
28%
Sales meeting acceptance rate from inbound (a healthy benchmark for B2B)
4
Major commercial customers acquired in the first six months from cold traffic
2.4×
Return on total media + production spend in the first 12 months

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