Better leads for less than a third of the ad spend.
Demurrage Solutions provides container loading and unloading services in Melbourne and Brisbane, a B2B niche where a single bulk-container client is worth serious revenue. LINK Marketing rebuilt their Google Ads and landing pages from the ground up, and the result defied the usual agency playbook: spend went down while lead quality went up.
70%+
reduction in monthly ad spend
Demurrage Solutions
<$300
monthly ad spend, down from ~$1,000
370%
increase in conversions
12 months
of compounding lead quality gains
Where it started.
The brief was unusual and specific: generate high-quality bulk container enquiries on a limited budget, focused on Melbourne and Brisbane. In a niche B2B market, every irrelevant click is expensive, and the existing account was paying for plenty of them.
Landing pages weren't speaking the language of freight forwarders and importers, so even relevant clicks were bouncing before they became enquiries.
The framework, applied.
Strategy first, conversion second, growth last. The order is the method.
Strategy.
Keyword targeting was rebuilt around commercial container terminology: the searches a logistics manager makes when a container is sitting on the wharf accruing charges, not generic freight terms.
A rigorous negative keyword strategy stripped out consumer moves, storage searches and everything else that burns budget in a niche B2B auction.
Conversion.
The landing pages were redesigned around the buyer's actual problem: containers that need unpacking fast, with capability, capacity and response time answered above the fold.
Website performance improvements cut load times, and split testing ran continuously across both ads and landing pages so every change was proven, not guessed.
Growth.
With targeting tightened and pages converting, the same enquiry volume needed a fraction of the budget. Spend was progressively wound down from around $1,000 a month to under $300, with the savings compounding month after month.
Over a 12-month period, cost-per-click fell and enquiries became measurably more relevant and commercially viable, verified against the jobs that actually closed.
What changed.
Monthly ad spend reduced from approximately $1,000 to under $300.
Conversions up 370% against the pre-rebuild baseline.
Enquiries became more relevant and commercially viable over the 12-month period.
First-page rankings established for the core commercial terms.
Results follow the framework.
Different industries, same sequence: strategy, conversion, growth. Apply for a strategy session and see what the framework finds in your market.