Worked example, not a client
A Trafford Park contract packer's first ninety days of B2B leads, month by month
A contract packing and co-packing firm on Trafford Park sells to brand owners and importers who type exactly what they need. This page is its first ninety days on Google Search, month by month, with the students, job seekers and suppliers excluded as they appeared and the qualified enquiries counted the way the B2B guide describes. The firm is a composite and the figures are illustrative.
Written by Daniel Stoychev. The firm and its figures are illustrative. The exclusions and the conversion rules are the ones in the B2B guide linked below.
Worked example. The packer and its months are invented to show a B2B account in order. The categories of wasted click, and the rule that a brochure download is not a lead, are real.
Three months in one table
Month by month, illustrative figures
| Line | Month one | Month two | Month three | What changed |
|---|---|---|---|---|
| Spend | £1,200 | £1,200 | £1,400 | Raised a sixth in month three on evidence |
| Clicks and cost per click | 480 at £2.50 | 390 at £3.08 | 410 at £3.41 | Fewer, dearer, better |
| Searches excluded | 96: course, meaning, jobs, vacancies, the universities, two job boards | 38 | 21 | The list did its work in month one |
| Form submissions, all | 31 | 22 | 24 | Counted before qualification |
| Qualified enquiries | 9 | 13 | 16 | A company name and a volume, or a call over two minutes |
| Quotes issued, from the sales log | 5 | 9 | 12 | The line the account is judged on |
| Cost per quote | £240 | £133 | £117 | Read at ninety days, not thirty |
Who the excluded clicks were
The first month's search terms, triaged
- Students: contract packing meaning, co-packing course, packaging degree. A fifth of month one's clicks.
- Job seekers: packing jobs Trafford Park, warehouse vacancies Salford, packer salary. A quarter of month one's clicks, and all of the brochure downloads.
- Suppliers: machinery sellers and box manufacturers searching the category to find prospects.
- Consumers: someone wanting a single parcel packed, which the page's minimum order line now answers before the form.
What was built for the buyer
The page and the form
- A page per service, co-packing, kitting, relabelling, each saying who it is for in the first line and the minimum run.
- A form asking for the company, the product and the volume per month, which halved the submissions and doubled the qualified ones.
- A desktop bid left alone and a schedule for office hours, because the buyer searches at a desk.
- A remarketing list from the service pages used on Search only, for the second search a fortnight later.
Where this leads
The pages that do this work
Say what the ads are for. The fee and the first three changes come back in writing.
Calls, sales, bookings or leads, roughly what you spend, and the part of Greater Manchester you sell to. Daniel Stoychev reads it himself and answers within one working day with the tier, the fee and what he would change first. Already spending? The free check reads your account in 72 hours.