Industrial Product Company: Paid for Itself in 2 Weeks
Enquiries went from 4 a month to 7 a week, with full payback in under 2 weeks.
The before and after
4-5 a month
7 a week
Visitors bouncing before the form
Finally converting properly
An ongoing cost line
Ads plus fees back in under 2 weeks
The fuller story
Plenty of traffic, a big list of past visitors, and not enough enquiries. The old website only had an enquiry form, and it was hard to find or fill in on the busiest pages. The site was too busy guiding people elsewhere.
We fixed the form first. Then we put retargeting ads in front of that large list of past visitors.
The situation
An industrial product company had strong SEO and a working outbound sales motion. The website let them down. Most visitors bounced before they got to the enquiry form.
What we did
We rewrote the enquiry form to make it dead simple. Cleaned up the page. Added retargeting ads to bring back warm visitors who looked but did not enquire.
The result
Enquiries went from 4-5 a month to 7 a week. Total ad spend plus our fees were paid back in under 2 weeks. SEO traffic finally converting properly.
Why it worked
James's read on what actually moved the numbers.
Fix the form before buying traffic
If people can't find the form, more visitors just means more lost leads. Making it easy on the busiest pages did more than any new channel could.
The warmest audience is the one you already have
A large list of past visitors had been umming and ahhing for months. Retargeting turned high-value leads into sales very quickly.
Payback in under 2 weeks
That's what happens when you sell to people who already wanted to buy.
Who we targeted
Retargeting visitors who looked but did not enquire.
Strong SEO traffic and a working outbound motion were already in place.
Creative angles
The enquiry form, fixed first
Made the form easy to find and quick to fill in on the highest traffic pages, instead of sending people off around the site.
Why it worked: A visitor ready to ask for a quote should never have to hunt for the form. Every click away is a lead lost.
POV ads
Images from the buyer's point of view, showing the problem the product solves.
Why it worked: Past visitors already know the product. Showing them their own problem again reminds them why they looked.
Advertorials
Story-style ads explaining the product and who it's for.
Why it worked: They answer questions people were too busy to ask, so the next step is an enquiry.
Simple case studies
Short stories of customers who had bought.
Why it worked: Proof from a similar business is what pushes a long-time ditherer to finally ask for a quote.
Work out how much revenue is sitting in your past website visitors.
Try the retargeting calculatorHow the funnel worked
- Step 1
SEO and outbound traffic
- Step 2
Cleaned-up page
- Step 3
Simplified enquiry form
- Step 4
Retargeting for those who left
What you can take from this
Sometimes the leak is the website
Most visitors bounced before reaching the enquiry form.
Fix conversion before buying traffic
Enquiries went from 4-5 a month to 7 a week, paying back ads and fees in under 2 weeks.
Run this play yourself
Free guides, playbooks and tools covering the exact strategy and sector behind this case study.
The 3-step fix for a site that gets visitors but no enquiries.
Read itGuideThe page anatomy that stops paid and organic clicks leaking away.
Read itGuideStep-by-step retargeting setup to bring warm visitors back.
Read itPlaybookThe 2026 playbook for specialist industrial product companies.
Read itGuideHow to set up retargeting that converts past visitors.
Read itFree toolWork out how much revenue is sitting in your past visitors.
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