ProBuild Supply Cut Lead Cost by 45% with Landing Page Overhaul

Context

ProBuild Supply is a B2B distributor of commercial building materials — insulation, roofing systems, facade materials, and structural components. Their customers are contractors, architects, and property developers who place orders averaging €15,000-€80,000.

Their Google Ads campaigns were sending all traffic to the company homepage. The homepage talked about the company’s 30-year history, showed a stock photo of a handshake, and buried the contact form below three screens of corporate messaging. Conversion rate was 2.1%.

Funnel type: B2B lead generation (quote requests) Average deal size: €35,000 Sales cycle: 2-8 weeks

Constraints

• Budget: €6,000/month in Google Ads spend
• Tracking: Basic Google Ads conversion tracking on form submissions. No call tracking, no CRM integration
• Website: Built on a legacy CMS that was slow and difficult to update
• Team: No dedicated marketing person — campaigns were managed by the sales director part-time

Hypotheses & Experiments

Hypothesis 1: Landing pages matched to search intent will dramatically improve conversion

Someone searching “commercial insulation supplier bulk pricing” landing on a generic homepage is a conversion killer. A dedicated landing page with pricing context, product specs, and a prominent quote form should convert significantly better.

Experiment: We built 6 landing pages, each matched to a keyword cluster: insulation, roofing systems, facade materials, sustainable building products, bulk ordering, and contractor partnerships. Each page included product-specific information, an FAQ, and a short quote request form.

Hypothesis 2: Reducing form fields will increase completions

The existing contact form had 11 fields including company registration number and expected annual purchase volume. Too much friction for an initial inquiry.

Experiment: We cut the form to 5 fields: name, email, company, product interest (dropdown), and project description. We would collect additional qualifying information in the follow-up call.

Hypothesis 3: Adding call tracking reveals hidden conversions

In B2B building materials, many buyers prefer to call. Without tracking, these conversions were invisible.

Experiment: We added dynamic call tracking to all landing pages and Google Ads call extensions.

Week-by-Week Progress

Weeks 1-3: Built 6 landing pages on a separate fast-loading domain (bypassing the legacy CMS). Installed call tracking. Set up enhanced conversion tracking. Weeks 4-5: Launched new landing pages. Redirected all Google Ads traffic from homepage to matched landing pages. Immediate conversion rate jump from 2.1% to 5.4%. Weeks 6-8: Added call tracking data to conversion reporting. Discovered that phone calls accounted for 40% of total leads — previously invisible. True conversion rate including calls: 7.1%. Weeks 9-12: Optimized landing pages based on heatmap and form analytics. Shortened the insulation page (too long, people bounced). Added video testimonials from contractors to the roofing page. Conversion rate climbed to 8.2%. Months 3-4: Campaign optimization leveraging the richer conversion data. Added retargeting for visitors who viewed landing pages but did not convert. Budget maintained at €6K but lead volume and quality both increased significantly.

Results

Metric	Before	After (Month 4)	Change
Conversion Rate	2.1%	8.2%	+290%
Monthly Leads (form + calls)	45	180+	+300%
Cost per Lead	€133	€73	-45%
Monthly Pipeline Value	€315,000	€1,330,000+	+322%
Phone Call Leads (previously untracked)	Unknown	72/month	New metric
Average Time on Landing Page	23 seconds	1 min 42 sec	+343%

What Did Not Work

• Dynamic keyword insertion in landing page headlines: We tested inserting exact search queries into headlines automatically. It looked awkward for longer queries and did not improve conversion rate. Hand-written headlines matched to keyword themes performed better.
• Adding too much content to landing pages initially: Our first version of the insulation page was 3,000 words. Heatmaps showed 85% of visitors never scrolled past the first third. We cut it in half and moved the form higher.
• Retargeting with generic brand messaging: “ProBuild Supply — Your Building Materials Partner” display ads had near-zero click-through rate. Retargeting with specific product images and “Get a Quote in 24 Hours” CTAs performed much better.

Takeaways

1. Landing pages matched to ad intent are the highest-leverage change most B2B companies can make. Going from homepage to dedicated landing pages was worth a 4x conversion improvement.
2. Fewer form fields = more leads. Cutting from 11 to 5 fields nearly tripled form completions. Collect the additional data in the sales conversation.
3. Call tracking is critical for B2B. 40% of leads were phone calls that were completely invisible before tracking. If you are in B2B, implement call tracking day one.
4. You do not need to rebuild your website. We hosted landing pages on a separate fast domain. The legacy CMS was not a blocker — it just was not the right place for ad traffic.