Client Background
A mid-sized food equipment manufacturing company that produces commercial-grade kitchen machinery used in restaurants, food processing units, hotels, and catering services. Their primary clientele included food chains, hotel groups, and equipment distributors.
Problem Statement
While the client had a strong product line and offline dealer network, they lacked a digital presence for lead generation. Their goal was to use digital advertising company to reach procurement teams of commercial kitchens and expand their dealer network across underserved regions.
Service Provided
Our agency implemented a strategic paid campaign to generate high-intent inquiries from restaurant groups, food manufacturers, and equipment dealers. We leveraged user search keywords and B2B targeting filters on both Google and Meta platforms.
Solution Provided
- Google Search Campaigns for Direct Intent
- Targeted keywords: “commercial kitchen equipment supplier”, “buy food processing machine”, “hotel kitchen setup”.
- Location filters applied to Tier 1 and Tier 2 cities with growing hospitality sectors.
- Ads highlighted product features, quality certifications, and post-installation support.
- Meta Ads for Dealer & Procurement Teams
- Campaigns targeted operations managers, hotel purchase heads, and food factory procurement leads.
- Used creatives like explainer videos, carousel images of equipment, and comparison charts.
- CTAs such as “Become a Dealer” and “Book a Demo”.
- Landing Page for B2B Conversions
- Pages were structured for different segments: Dealers, Hotels, and Food Manufacturers.
- Conversion elements: WhatsApp click-to-chat, instant brochure download, callback request form.
- Regional Language Variations
- Hindi, Tamil, and Kannada versions helped increase engagement in North and South India.
- Regional ad sets showed 23% higher click-through rate compared to English-only campaigns.
- Lead Automation & CRM Sync
- Automated lead capture directly into the company’s CRM.
- Follow-up flows triggered brochures, price lists, and regional sales manager contacts.
Execution Details
- Campaign Duration: 28 days
- Platforms: Google Search, Meta Ads (Facebook & Instagram)
- Budget: ₹60,000 (budget-friendly and scalable)
- 3 landing page versions tested for each user group
Results Achieved
- 196 qualified B2B inquiries
- Avg. Inquiry Acquisition Cost: ₹140 (inexpensive for B2B equipment sector)
- 17 new dealer sign-ups across 8 cities
- 2 hotel chains initiated bulk orders
Client Feedback
The client praised the agency‘s structured approach to segmenting audiences and building a funnel specific to each buyer group. The ability to identify and attract new regional partners without sales visits was a major win. They’ve since increased digital ad spend for quarterly campaigns.
Key Takeaways
- Paid marketing campaigns can significantly boost dealer acquisition and direct B2B sales in niche industrial sectors.
- Industry-specific lead generation funnels with region-focused messaging are highly effective.
- WhatsApp-based conversions are powerful in mid-tier cities where desktop form fills are less common.
- Digital advertising is essential for modern distribution expansion in manufacturing sectors.
