Client Background
A large-scale cement manufacturing company operating in South India with multiple plants and a wide distribution network. Their primary business came from builders, construction contractors, and wholesale distributors. Despite strong offline connections, they struggled to expand their network beyond existing territories.
Problem Statement
The company faced stagnant business expansion due to reliance on field sales and dealer referrals. They wanted to build a steady lead generation funnel that could bring inquiries from real estate developers and project contractors in emerging Tier 2 and Tier 3 cities.
Service Provided
We planned and executed a Paid Campaign strategy focusing on high-intent user search keywords related to bulk cement supply. Platforms used included Google Search Ads and B2B-focused Facebook Campaigns targeted by job title and industry.
Solution Provided
- Google Search Campaigns for Targeted Intent
- Keywords used: “bulk cement supplier”, “cement for real estate projects”, “wholesale cement distributors”.
- Ads emphasized production capacity, logistics reliability, and bulk-order discounts.
- Created campaigns in regional languages for local developer audiences.
- Facebook Lead Campaigns (B2B Targeting)
- Used filters to target small builders, civil contractors, and infrastructure project coordinators.
- Carousel and video creatives were developed to showcase plant footage, delivery systems, and past project highlights.
- Clear CTAs like “Get Bulk Quote” and “Partner with Us”.
- Optimized Landing Page
- Sections built for each persona: Real Estate Developers, Contractors, Dealers.
- Conversion-focused design with “Request Pricing” and “Schedule a Plant Visit” forms.
- Regional Focus & Retargeting
- Geo-targeted cities with ongoing real estate growth: Coimbatore, Madurai, Vijayawada, and Hubli.
- Used pixel-based retargeting for warm traffic with testimonial and pricing reminder ads.
- CRM Integration
- Leads from all platforms integrated into their existing CRM.
- Custom auto-responders were set up for each buyer persona with relevant brochures.
Execution Details
- Campaign Duration: 30 days
- Platforms: Google Search & Facebook
- Budget: ₹70,000 (reasonably priced for reach)
- Languages: English, Tamil, Telugu, Kannada
- 2 landing pages tested for conversion rates
Results Achieved
- 238 qualified leads from developers and builders
- Avg. Inquiry Acquisition Rate: ₹132 (very economical for the sector)
- 9 dealer partnership proposals received
- 3 confirmed B2B bulk orders from Tier 2 cities within 45 days
Client Feedback
The client was impressed with the marketing agency‘s ability to tap into non-traditional markets and appreciated the low manual effort needed to convert leads. They highlighted the professional quality of ads and creative content. The shift to digital marketing campaigns felt timely and scalable.
Key Takeaways
- Lead generation through paid campaigns can open up new territories in industrial sectors like cement manufacturing.
- Hyper-local targeting and regional language ads build strong brand relevance.
- Visual content and job-role targeting on Facebook are highly effective even for traditional B2B sectors.
- A well-integrated CRM with automatic follow-up increases chances of conversion.
