Lead-gen CASE STUDY · 10 / 10
Hardscape MANUFACTURER
Dealer and contractor demand for a paver manufacturer that sells through a distribution network.
The CLIENT
A hardscape manufacturer producing pavers and retaining-wall systems, sold through a network of dealers and installing contractors rather than direct to homeowners.
The CHALLENGE
Paid search treated every visitor like a homeowner, but the business runs on contractors and dealers. Trade demand was invisible in the reporting, dealer-locator usage wasn't tracked, and a long spec-driven sales cycle made last-click reporting useless.
What we DID
- Split contractor and dealer intent from homeowner traffic, with separate campaigns, copy and landing paths for the trade.
- Instrumented the dealer locator and spec-sheet and sample requests as conversions, making the real funnel visible for the first time.
- Matched regional campaigns to actual dealer coverage, so demand lands where the network can serve it.
- Nurtured the long cycle with remarketing tuned to project timelines rather than 30-day windows.
The hourly clock effect
B2B volume is lower, so every click carries more information. Hourly review catches a mistargeted query after a handful of clicks instead of after a month of them.
The RESULTS
- Trade enquiries
- 720
- Lead volume
- 3.2x YoY
- Cost per enquiry
- −45%
- New dealer accounts
- 28
Want numbers like these on your account?