SISO India’s Case Study
Client Overview
Client Profile: SISO India (Premium architectural hardware, furniture fittings, and specialized industrial interior systems)
Channel Focus: Google Ads (Search, Performance Max, Discovery/Demand Gen)
Campaign Duration: 6 Months
Core Challenge: Rising acquisition costs, unqualified consumer clicks bleeding budget, low conversion rate on high-ticket B2B inquiries
Primary Objective: Capture high-intent commercial buyers (architects, interior contractors, OEM furniture makers),reduce ad waste, and drive scalable return on ad spend (ROAS)
How SISO India Scaled B2B Lead Acquisition and Reduced Cost-Per-Lead by 58% via Paid Search
The Client & Market Context
SISO India is an established distributor and manufacturer of precision European-standard furniture hardware, industrial hinges, specialized locks, and modular fitting systems. Catering primarily to commercial architects, high-end interior contractors, modular kitchen manufacturers, and enterprise project consultants, SISO’s business relies on bulk commercial orders and long-term supply partnerships rather than direct-to-consumer retail transactions.
Despite offering industry-leading engineering and durability, SISO India faced stagnant digital pipeline expansion.While demand for commercial and modular fittings across Indian tier-1 and tier-2 hubs had surged, SISO’s inbound paid media engine struggled to convert online searches into viable bulk contract negotiations.
The Challenge
When auditing the historical ad account setup, our performance marketing team identified several fundamental bottlenecks suppressing efficiency:
1. Keyword Cannibalization & B2C Audience Bleed
Paid campaigns heavily targeted broad-match keywords like "furniture locks", "hinges", or "cabinet handles".Over 68% of ad spend was drained by retail consumers looking for single-unit domestic replacements, DIY hardware tutorials, or low-cost consumer hardware instead of commercial procurement volumes.
2. Disconnected Conversion Tracking
Conversion actions were poorly configured in Google Tag Manager (GTM). The account registered generic button clicks and brochure downloads as conversions, skewing automated bidding algorithms toward low-intent traffic rather than actual commercial inquiry submissions.
3. High Cost Per Acquisition (CPA)
Because bids were placed on broad search queries with generic ad creatives, Quality Scores hovered between 3/10 and 5/10. This inflated the average Cost-Per-Click (CPC) and pushed Cost-Per-Acquisition to ₹1,480 per raw lead, with the sales team disqualifying over 70% of inbound forms due to low purchase intent.
4. Generic Landing Page Experience
All search ad extensions and copy directed traffic directly to the corporate home page or generic catalog category pages lacking clear commercial calls-to-action (CTAs), specific MOQ (Minimum Order Quantity) indicators, or dedicated B2B quote request mechanisms.
78%
Click Through
Rate
$87.2
Revenue
Per Click
97%
Abandoned
Cart Rate
Strategic Solution & Implementation
We initiated a full-funnel PPC transformation built around high-intent qualification, strict negative keyword governance, and conversion rate optimization (CRO).
Phase 1: Tracking Hygiene & Lead Scoring Infrastructure
Before deploying fresh budgets, we overhauled tracking architecture:
- Integrated Google Tag Manager (GTM) with Google Analytics 4 (GA4) and SISO India’s CRM.
- Configured enhanced conversion tracking firing strictly upon verified RFQ (Request for Quote) submissions,wholesale catalog downloads with company verification, and direct click-to-WhatsApp commercial inquiries.
- Implemented offline conversion tracking (OCT) to feed actual closed-deal values back into Google Ads’ bidding algorithms.
Phase 2: Restructuring the Search Campaign Architecture
We phased out single broad ad groups in favor of an Intent-Based Campaign Structure:
- Commercial Intent & Tier-1 Search Campaigns: Focused on high-value terms like
"wholesale architectural fittings","heavy duty concealed hinges B2B", and"bulk modular hardware suppliers India". - Competitor & OEM Alternative Campaigns: Captured buyers actively searching for alternatives to enterprise hardware brands with ad copy emphasizing direct supply chain advantages, fast dispatch, and superior durability.
- Negative Keyword Armor: Built a master list of 1,200+ negative keywords, systematically excluding terms like
"DIY","repair","cheap","retail","online store","Amazon","single piece", and"free home delivery".
Phase 3: High-Converting Ad Creative & Extensions
Ad copy was rebuilt to deter retail shoppers while speaking directly to commercial buyers:
- B2B Qualification in Headlines: Used copy such as “Engineered for Architects & Contractors | Minimum Order Quantities Apply”, “Direct-From-Manufacturer Pricing | Bulk Inquiries Only”.
- Extension Coverage: Maximized ad real estate by implementing structured snippet extensions (specifying material grades: 304 Stainless Steel, Zinc Alloy), price extensions showing volume pricing brackets, and direct call extensions routed to technical sales representatives.
Phase 4: Dedicated B2B Landing Pages
We replaced standard catalog views with lightweight, high-speed landing pages tailored for project managers:
- Speed Optimization: Reduced page load times under 1.8 seconds on mobile devices.
- Frictionless Inquiries: Introduced a dynamic 3-step quote request form that captured project type (Commercial,Residential, Industrial), required volume/specifications, and company GST/details.
- Trust Anchors: Embedded technical specification sheets, CAD diagram downloads, ISO certifications, and enterprise client endorsements directly above the fold.
Results & Business Impact
Within 180 days of restructuring, the PPC account delivered sustainable improvements across all commercial KPIs:
[Baseline vs. Month 6 Performance]
Cost Per Lead: ₹1,480 ──────► ₹620 (-58%)
Conversion Rate: 2.1% ──────► 6.8% (+223%)
Monthly B2B Leads: 45 ──────► 192 (+326%)
CTR: 2.4% ──────► 5.9% (+145%)
Commercial Pipeline Takeaways
- Prequalified Inquiry Rate: Inbound leads accepted by the enterprise sales desk rose from 28% to 81%, sharply reducing wasted sales bandwidth.
- Algorithmic Efficiency: Quality Scores increased from an average of 4/10 to 8.4/10 across primary keyword clusters, lowering average CPC by 34%.
- Regional Penetration: Successfully opened scalable procurement inquiry streams across major industrial clusters including Maharashtra, Gujarat, Tamil Nadu, and the NCR region.
Key Learnings & Scalability
- Pre-Qualify in the Ad Copy: For specialized B2B brands, an ad’s job is as much to repel retail traffic as it is to attract commercial prospects. Clear signaling of minimum orders and enterprise-grade positioning eliminates costly irrelevant clicks.
- Landing Page Specificity Beats General Catalogs: Directing technical commercial buyers to tailored landing pages with instant spec-sheet downloads and direct RFQ forms converted at more than triple the rate of generic catalog browsing.
- Conversion Quality Feeds Machine Learning: Shifting from soft lead goals (page visits) to verified RFQs enabled Google’s Smart Bidding (Target CPA) to optimize solely for commercial decision-makers.
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