The problem
A B2B supplier whose lead volume had plateaued at a price point above market average.
+47% qualified leads in 60 days. Same channel. Same budget. Better targeting.
Market context: B2B price-sensitive category · bilingual buyer base · demand-capture stage · long sales cycle.
Duration · 60 days
Visit the live siteThe result · in numbers
+47%
Qualified leads, 60 days
Same
Channel and budget envelope
Bilingual
Creative for contractor and developer
The brief
What the client actually needed.
A B2B ready-mix concrete supplier whose lead volume had plateaued at a price point above market average. The team had cycled through two agencies. The product was strong; the funnel was undifferentiated. The brief was simple: more qualified leads, same budget, same channel.
The problem
What was broken — in numbers.
A demand-capture problem disguised as a demand-generation problem.
- Lead volume trend
- Plateaued for 9 months
- Price point vs market
- Above average — defensible but premium
- Buyer base
- Contractor + developer, bilingual decision-making
- Previous agency turnover
- Two agencies in two years
The approach
What we did. Why.
We split the campaign in two — by buyer, by language, by job-to-be-done — and rebuilt the creative from the buyer’s vocabulary up.
- Two distinct campaigns — contractor-facing and developer-facing — with separate creative, separate landing pages, separate qualification flow
- Bilingual (Hinglish) creative designed for the way decision-makers actually talk on a site, not the way ads usually sound
- Manual lead-quality review for the first 30 days to refine targeting before automation took over
The execution
Inside the work.
Bilingual creative as a wedge
Hindi-English code-switching is the default register on a job site in Lucknow. Ads written in formal English read like outsiders. We rewrote the entire creative pool in Hinglish and ran them against the formal English controls. Hinglish won by margins that surprised even us.
Manual qualification first
Automation looks efficient until it scales the wrong qualification rule. We reviewed leads manually for the first 30 days — call-back outcome, project value, decision timeline — and only then layered automated qualification on top.
The outcome
What moved. And why.
+47% qualified leads in 60 days. Same channel. Same budget. The premium price point held.
- Contractor and developer campaigns surfaced two different winning creative directions — neither would have surfaced in a combined account
- Lead-to-quote conversion improved alongside lead volume — sales team didn’t burn cycles on bad-fit enquiries
- Engagement renewed; the studio now handles the broader B2B portfolio
What didn’t work
Every honest case study has one. This builds more trust than ten testimonials.
We launched both campaigns simultaneously when sequencing would have been smarter. The contractor campaign converted faster than the developer campaign, but the developer campaign delivered higher project value per closed lead. Running them in parallel meant the developer campaign was undersold internally for the first three weeks — the sales team treated contractor enquiries as the proof. Launching contractor first, building confidence, then layering developer on top would have served the higher-value campaign better.
Plateaued lead volume on a premium B2B product? The Clarity Call diagnoses the wedge.
Book the Clarity Call
Bring one problem.
Leave with one framework.
The Clarity Audit is how every Clicknify engagement starts. 30 minutes, live, with the Founder. We diagnose one thing — a stuck channel, a leaky funnel, a brand decision that keeps slipping — and leave you with the framework to fix it. Yours to keep, regardless.
- 30 minutes · live diagnostic
- One channel, one funnel, or one brand decision
- Yours to keep — no pitch unless you ask for one
- Founder on every call
Ashwani Srivastava, Founder, on every call. Responses within 2 hours during IST business hours · same-day for international enquiries.