Client Background
A well-established mid-sized iron and steel manufacturing company specializing in TMT bars, structural steel, and custom steel solutions. Their clientele primarily included construction companies, infrastructure developers, and metal fabricators across India.
Problem Statement
Despite their large production capacity, the company relied heavily on dealer networks and offline connections for sales. They lacked a direct lead generation channel to reach procurement heads in infrastructure, fabrication, and government contracting. The goal was to use digital advertising company to bring in bulk order inquiries from B2B buyers.
Service Provided
Our marketing agency designed a paid campaign strategy tailored to the construction and fabrication sector. We used platform filters and user search keywords to reach decision-makers actively looking for bulk steel supplies.
Solution Provided
- Search Ads Targeting High-Intent Steel Buyers
- Keywords included: “buy TMT bars in bulk”, “structural steel supplier India”, “steel fabricator near me”.
- Region-specific ad groups targeting industrial zones in Maharashtra, Gujarat, and Telangana.
- Ads emphasized quality certifications (ISO, BIS), large-scale supply capacity, and delivery timelines.
- Meta Ads for Construction Buyers & Fabricators
- Targeted procurement managers, builders, and project consultants using job title filters.
- Used visual creatives: site photos with steel usage, fabrication showcases, plant images.
- Strong CTAs like “Bulk Quote in 24 Hours” and “Schedule Plant Visit”.
- Conversion-Oriented Landing Page
- Multiple entry points: TMT Bars, Structural Steel, and Custom Fabrication Solutions.
- Forms offered: Get Quote, Request Sample, Download Product Sheet.
- WhatsApp click-to-chat enabled for real-time B2B support.
- Regional Rollout + Language Testing
- Ads deployed in local languages for Tier 2 construction zones — especially in Tamil Nadu and Odisha.
- Regional variants showed a 31% higher engagement rate vs English-only versions.
- CRM & Lead Flow Automation
- All leads pushed directly into the sales CRM with lead scoring.
- Automated responses included catalog download and territory sales manager contact.
Execution Details
- Campaign Duration: 30 days
- Platforms: Google Search, Meta Ads
- Budget: ₹70,000 (reasonably priced)
- Landing page performance A/B tested for industry segments
Result Achieved
- 228 qualified B2B leads
- Avg. Cost per Inquiry: ₹155 (cost-effective for B2B heavy manufacturing)
- 3 infrastructure firms onboarded with recurring contracts
- 21 bulk quote requests from fabricators and mid-size builders
Client Feedback
The client praised the marketing agency for understanding their buyer persona and customizing the marketing campaigns accordingly. The regional targeting and procurement-specific approach saved their sales team time and brought more serious buyers into their pipeline.
Key Takeaway
- Niche industrial players like iron & steel manufacturers can scale B2B sales using focused digital lead generation.
- Geo-targeted advertising company combined with job title filters increases relevance and reduces lead wastage.
- A solid funnel from ad to regional sales teams enhances follow-up and conversion.
- Modern buyers in B2B manufacturing now start with digital — having an online presence is no longer optional.
