City Insulation
Construction & Insulation
156 High Quality Leads in 6 Months
How a sound insulation contractor overhauled their search marketing, reduced reliance on Google Ads, and started winning higher-value B2B projects.
The shift
From “doing marketing” to growing.
Before
Stagnating Ads and No Real Marketing Engine
- Sound insulation company with both a B2B and B2C offering.
- Wanted to take on more B2B projects due to the larger project sizes.
- Keen to expand their target market outside of their local area.
- Very reliant on Google Ads to generate new leads, and ad performance had stagnated over the last 6–12 months.
- Lack of marketing assets on the website.
- Did not have a demand generation program in place.
- Struggled to consistently generate leads and sales calls for their business.
After
A 35% Lift in Leads and a More Balanced Channel Mix
- Overhaul of search marketing campaign led to a 35% increase in leads generated via the website, including a higher percentage of high-quality B2B leads.
- 156 leads generated over the first 6 month period (average of 26 per month).
- No longer reliant on PPC to generate all their leads — starting to generate organic leads via SEO as well.
- Marketing asset creation — case studies and customer interviews.
- Launched a demand generation campaign with content on LinkedIn to increase brand presence and reach.
Process
Rebuilding the Growth Engine
- 1
Product market fit hypothesis process — clearly defining target ICP and unique market message.
- 2
Marketing asset creation — case studies and customer interviews.
- 3
Overhaul search marketing campaign, focus on optimising Google Ads to increase effectiveness as well as an organic strategy with SEO.
- 4
Launch demand generation content on LinkedIn.
- 5
LinkedIn content creation training and support.
- 6
Consultation on CRM optimisation, as well as lead gen / sales process.
Conclusion
From PPC Dependency to a Diversified Lead Engine
City Insulation had hit a ceiling with paid search and were exposed to a single channel. By sharpening their positioning, building real marketing assets, overhauling their search campaigns and layering on SEO and LinkedIn demand generation, they now have a more resilient pipeline — generating a steady flow of leads each month, including the higher-value B2B work they were targeting.
Your turn
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