Boosting Brand Visibility with Qualified Lead Generation
Campaign
| Industry: | HVAC (Heating, Ventilation, and Air Conditioning) Ventilation Technology |
| Client: | ebm-papst |
| Objective: |
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| Date/Duration: | 2023 (4 Months) |
| Target Market: | Gemany |
| Language: | German |
| Channels: | Google Ads (Search & Display, LinkedIn Ads |
Results
| Reach & Traffic: | ∅ CTR of 4.85% across all channels Outstanding performance: Google Ads Search (8.97%) and Display (12.78%) |
| Total Leads: | 347 conversions, including 102 direct contact requests |
| CPL (Non-Brand): | 45.30 EUR/Lead - Benchmark for B2B |
Campaign Progress & Development
Over four months, the campaign combined ongoing keyword management, SEA-optimized landing pages, conversion optimization, and audience-relevant messaging across Google and LinkedIn.
It utilized a blend of application-specific search terms, product-focused keywords, and remarketing-driven strategies.
Key KPI Improvements
- Exceptionally high B2B CTRs: 12.78% on Google Display Ads
- Total CPL: €45.30, CPL remained under €50
- Overall cost per conversion under €5
- High lead quality ensured by continuous testing and audience alignment
Conclusion
RadiPac is one of ebm-papst’s key products. This campaign successfully increased product awareness – not only of the product itself, but also of its applications and distinctive features. The quality and volume of reported leads clearly exceeded the industry average for product-focused campaigns. This case demonstrates the power of a holistic digital marketing strategy: consistent content and campaign optimization drive measurable success.