2.9x
the ad spend in quoted pipeline from website and paid search leads, by the client's own tally
Industrial Manufacturer Marketing
Modular Industrial Computers
Quoted pipeline worth nearly three times the ad spend
31%
of formal quotes turned into a purchase order
1.9x
the qualified leads, vetted by the client's own team, on a level ad budget
45%
lower cost per qualified lead as the campaigns matured
About the Client
Industrial computers, HMIs, and enclosures built for the plant floor.
Modular Industrial Computers designs and builds industrial displays, HMIs, and NEMA 4X and IP69K enclosures in Chattanooga, Tennessee. For more than 30 years its equipment has protected plant-floor computers in washdown, sterile, hazardous, and heavy-duty environments for manufacturers in food and beverage, pharma and biotech, and general manufacturing.
The Challenge
Ad spend with no line of sight to a qualified buyer.
Modular sells engineered, built-to-order equipment to plant engineers who search by product category. Paid search was already running, but the conversion counts in the ad account did not line up with real inquiries, so there was no way to tell which searches produced a buyer worth quoting, or which quotes and orders started with marketing. The website also undersold a deep product catalog.
The Plan
1Fix the measurement
Call tracking and verified form tracking, so every inquiry is confirmed and tied to the search that produced it, with website inquiries delivered straight into the sales team's CRM.
2Rebuild the website
A new site with a searchable product catalog, industry pages, and a guided enclosure spec tool. Every existing page carried over at its original address.
3Rebuild paid search
Search campaigns built around the product categories plant engineers search for and buyers comparing other suppliers, with dedicated coverage for hazardous-location equipment.
4Follow leads to quotes and orders
Each inquiry matched to the quotes and purchase orders that followed, so marketing could be judged by pipeline instead of clicks.
The Website
A deep product catalog, rebuilt to earn the quote
The Results
A quoted pipeline that outran the ad spend, and orders to show for it
Marketing became a measurable source of pipeline for Modular Industrial Computers. By the client's own tally, the quotes that started with a website or paid search lead added up to nearly three times the ad spend. Nearly one in three of those quotes turned into a purchase order, from new customers and from existing ones who came back through the website. Paid search produced more than two thirds of the quotes, and one in four paid search prospects received one. Along the way, qualified lead volume grew to 1.9 times its starting level on a level ad budget, and the cost of each qualified lead fell 45%. Inquiries came from Fortune 500 manufacturers, and every quote and order was tied back to the search that started it.
Quote sources
69% paid search31%Organic search
69%Paid search