Manchester

Northshore Industrial Automation

Duration

4 Months

Situation

B2B Pipeline Creation with Qualification

The Outcome

High-impact pipeline metrics.

Cost Per Booked Call

0%

Reduced

Monthly Booked Calls

+0%

Increased

Sales-Qualified Rate

0%

From 39%

What Was Happening

Leads were coming in. Sales was rejecting them.

The dashboard showed "conversions," but the CRM showed noise.

The pipeline was filled with low-intent inquiries, job seekers, students, and small buyers outside the contract scope.

It looked like volume.

It was friction.

Month 0 → Month 4

Economic Snapshot

Cost per Booked Call

£410 → £235

Booked Calls per Month

18 → 52

Show Rate

61% → 78%

Sales Qualified Rate (attended → SQL)

39% → 56%

Baseline Reality

The platform was optimizing for "lead form submission."
But the form did not define qualification.
Broad keywords capturing mixed research intent
No filtering fields
No booking requirement
No feedback loop from sales to ads
Bidding optimizing toward raw lead volume

Constraint

High CPC industrial B2B auction
Long sales cycle
Only two sales reps handling inbound
Budget capped
No appetite for brand awareness spend

Leverage Insight

Paid platforms optimize for what you tell them matters.

If you optimize for weak leads, you will buy weak leads.

The lever was simple:
Change the definition of a conversion.

Intervention Moves

Rebuilt keyword architecture by buyer stage (urgent, solution-aware, vendor shortlist)
Tightened match types and expanded negative keyword system
Split campaigns by contract value tier to protect budget allocation
Introduced two-step qualification flow:
- Short form for frictionless capture
- Immediate scheduling prompt for decision-ready buyers
Added filtering fields that increase quality without killing conversion:
- Role
- Project timeline
- Site count
- Monthly budget band
Implemented call tracking with outcome tagging:
- Qualified
- Not qualified
- Wrong intent
Shifted bidding from form submission to booked call event after sufficient data
Instituted response speed discipline:
- Under 5 minutes during working hours
- Structured next-day follow-up for after-hours

Proof Set

Qualified Lead Rate

32% → 58%

Cost per Qualified Lead

£185 → £112

Booked Call Rate

21% → 38%

leads → booked

Wasted Spend

22% → 9%

On non-commercial queries

Economics Translation

Assumptions clearly labeled:

Average value of a Sales Qualified Opportunity: £18,000

Close rate from SQL: 22%

Baseline Monthly SQLs: 18 booked calls × 61% show × 39% SQL ≈ 4 SQL

Month 4 SQLs: 52 booked calls × 78% show × 56% SQL ≈ 23 SQL

Incremental SQLs: 19 per month

Estimated Incremental Pipeline per Month (19 × £18,000):

£342,000

Modeled Closed Value per Month: £342,000 × 22% ≈ £75,240

Measurement

Control & Tracking

Conversion tracking focused on booked calls
CRM outcome tagging feeding back into bidding
Weekly search term review and negative expansion

Dashboard monitored:

cost per booked call

show rate

SQL rate

cost per qualified lead

response time

Growth Trajectory

Next 90 Days

Expand into two adjacent high-value service clusters
Introduce competitor term capture only once cost per booked call remains under £250
Raise show rate target to 82%
Tighten qualification thresholds on high-spend campaigns

If paid is generating leads but sales is not seeing pipeline, the issue is rarely volume.

It is qualification architecture.

We will map where weak intent is entering your system and show you how to make paid optimize for booked, sales-ready conversations.