Three lead-generation channels for a B2B construction distributor

The official Spanish distributor for an international manufacturer of liquid waterproofing systems. It sells through applicators and specifiers, and its lead generation runs on word of mouth. We built all three channels at once, each with its own measurement.

357

leads delivered by cold outreach to architects and specifiers

from 2 to 412

keywords ranked on Google, 17 of them in the top 3

282

contacts generated by the advertising campaigns

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01 · The starting point

A good product only the people who already know it know about

In a sector where the job is decided by the specifier, whoever doesn't show up when the architect searches doesn't exist. The site starts with 2 ranked keywords and 8 visits a month, there's no database of specifiers, and advertising hasn't launched.

The decision is to not bet everything on one channel: SEO for the demand that's already searching, advertising to speed it up, and cold outreach to reach the people who aren't searching yet.

Where things stood

2 ranked keywords and 8 organic visits a month
No database of architects or specifiers
No advertising campaigns running
Lead generation dependent on the sales network and word of mouth

02 · The strategy

Three fronts, each with its own measurement

01 Technical and content SEO Landing pages by application, technical content that answers what the specifier asks, and optimization for AI search engines: today the generative engines cite the site in 87% of the queries we measured.

02 Advertising measured in contacts Search and Performance Max with a single yardstick: contacts generated, not clicks. Every campaign answers for its cost per contact.

03 Cold outreach to specifiers A customer profile built from real CRM data, verified lists of architects by region, and short sequences written one by one. Every positive reply is delivered qualified.

03 · The numbers

Every channel answers with its own figure

Cold outreach

6,468 professionals contacted and 1,035 replies: a 16% response rate
One in every 18 contacts ends up as a lead

SEO

69 keywords in Google's top 10
From 8 to more than 1,000 organic sessions a month

Advertising

654,886 impressions and 56,339 interactions across the campaigns
Cost per contact of €18.75 on average; the Performance Max campaign, €7.28

Ranked-keyword curve: from 2 at launch to 412, with continuous growth over two years — Keywords in Google's top 100, monthly series · real measurement

Monthly organic-sessions curve: from 8 at launch to more than 1,000 — Organic sessions per month · client's Google Analytics

04 · What the reports don't show

Google re-evaluates the domain, and the data says so, not a hunch

In 48 hours, the site's average position moves from 6.2 to 8.4: an algorithmic re-evaluation that hits almost the entire domain. Instead of rebuilding the site blind, the diagnosis separates, with data, which part of the drop is the algorithm, which part is deliberate cleanup, and which specific pages are affected.

The recovery plan comes from there: reinforced technical content where the algorithm asks for depth, and measurement frozen until we can compare cleanly. Today clicks are in their second straight month of growth. Diagnosing before you touch anything costs a few days; touching without diagnosing costs months.

Does your lead generation depend on a single channel?

Tell us where you stand in a 25-minute conversation, at no cost. You'll leave knowing whether we can help and where we'd start.

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