High value B2B growth in the first month through paid search - A Case Study

The client operates in the custom furniture manufacturing space where sales cycles are long and competition is uneven across regions. Before working with us, they had low visibility in markets outside their home country and no reliable paid search pipeline for large deal flow.

They wanted to expand in Northern and Western Europe, reach procurement level stakeholders, and fill their pipeline with qualified calls and requests for furniture solutions.

The company faced inconsistent demand across European markets and struggled to build predictable reach among procurement teams searching for custom manufacturing partners. Competition varied sharply between regions: some markets had low volume but cheap clicks, while others had high intent traffic crowded by multiple established suppliers. The client also needed visibility in both English and local language searches, which made targeting more complex and required careful control of irrelevant terms to avoid wasted spend. Their goal was to build a reliable pipeline quickly, prove paid search could generate high value opportunities, and justify broader expansion into additional markets.

1. Market specific campaign structure 

We built separate programs for Belgium, Denmark, the Netherlands, and Norway. Each market had different competition levels, so we shaped spend accordingly. For example, Belgium and the Netherlands had the strongest activity, which is where our early results came fastest. Denmark had low competition which allowed cost efficient traffic. Norway required more aggressive bidding to stay visible among up to ten direct competitors. 

2. Search visibility at the top of the page 

We moved all campaigns to target impression share focused on top of page visibility. For markets with strong competition this ensured the brand appeared ahead of rival manufacturers at moments of high intent.

3. Local language expansion

To reach procurement teams searching in their local language, we launched additional campaigns in Dutch, Danish, and Norwegian. Budgets for English campaigns were adjusted to make room for this. Local variants had lower activity in the early stage because they required testing and keyword pruning. 

4. Search term control 

Local language programs required close monitoring since many mixed language queries triggered ads. We regularly cleared out irrelevant terms and kept English campaigns active so no qualified traffic was lost during the testing phase.

Closed contract worth 100 000 EUR in month one

Within the first month a buyer from Western Europe discovered the company through our paid search program and initiated a call which became a six figure contract. The prospect confirmed that the ad exposure and follow up calls were the reason they reached out.

Consistent lead flow across markets

Belgium and the Netherlands delivered strong early engagement. Denmark produced efficient traffic at low competition. Norway required higher bids but maintained visibility through our top of page strategy.

Clear call intent signals

We tracked that the strongest converting markets were those where users either booked direct calls or returned multiple times after visiting through search ads. This created a predictable feedback loop for allocating spend.

• Visibility matched to competition.

• Local language reach for procurement teams.

• Heavy pruning of keywords to keep campaigns strictly intent driven.

• Clean handoff to sales once high value leads entered through paid search.

In a market where contract values are high and sales cycles rely on timely conversations, immediate top of page presence produced a major commercial win. Within the first month the company closed a 100 000 EUR deal driven by our paid search program and established a repeatable system for pipeline generation across Europe.