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Manufacturing
6,000+
Total Leads
B2B Lead Generation Campaign
DesignTree Ltd.
4 Months
Digital Marketer
Meta Ads
A four-month Meta Ads program built from zero digital infrastructure — lookalike audiences from exhibition contacts, in-house UGC creative, and a full CRM-to-Meta tracking loop.
6,000+
Total Leads
₹15
Best CPL Achieved
Project Overview
DesignTree Pvt. Ltd. is a manufacturing company that produces thermolaminates — a niche B2B product. Despite being the actual manufacturer, the company was invisible on Google for its own product category. Competitor websites consistently outranked DesignTree whenever potential buyers searched for thermolaminate-related terms. I was tasked with diagnosing the SEO gaps and implementing a strategy that would bring the company’s website to the top of search results. Over three months, I identified a critical content gap, implemented a structured FAQ section with proper schema markup, and extended the optimisation to cover Generative Engine Optimisation (GEO) — ensuring DesignTree’s content surfaced not only in traditional search but also in AI-powered search results.
Business Challenge
The core problem was straightforward but commercially damaging:
DesignTree manufactured thermolaminates, yet when potential buyers searched for the product on Google, competitor companies appeared above DesignTree in the results.
The company’s website lacked informational content that Google could use to understand the site’s relevance and authority on the subject.
There was no FAQ section, no structured data (schema markup), and no meta tag optimisation targeting the key product terms.
The website was essentially invisible to both traditional search engines and emerging AI-powered search platforms.
For a manufacturer, losing search visibility to resellers or competitors means losing potential customers at the top of the funnel — before the sales team even gets a chance to engage.
Objectives
Generate a consistent pipeline of quality B2B leads from online channels.
Outrank competitor websites for thermolaminate-related search terms on Google.
Establish DesignTree’s website as the authoritative source for thermolaminate information.
Implement structured content (FAQ schema) that improves both search rankings and rich snippet eligibility.
My Strategy
1. Lookalike Audience from Exhibition Contacts
DesignTree regularly participated in industry exhibitions and had accumulated business cards from genuine B2B buyers. I collected these post-exhibition contacts, uploaded them as a custom audience in Meta, and built a lookalike audience. This single shift replaced the earlier broad interest-based targeting and immediately improved lead quality, because the algorithm now had real buyer signals to model from.
2. In-House UGC Video Creative
Rather than relying on polished studio-shot ads, I developed UGC-style video reels filmed with in-house colleagues. I generated the scripts using Claude (AI) to ensure the messaging was clear and benefit-driven, and edited the videos using Adobe Premiere Pro. These authentic, relatable videos outperformed previous ad creatives and became the highest-performing assets in the campaign.
3. Full-Funnel Tracking Infrastructure
I set up the Meta Pixel on the website for event tracking and configured the Conversion API (CAPI) to send real-time lead conversion events from the CRM back to Meta. This gave the algorithm reliable feedback on which leads were actually converting downstream, allowing it to optimise delivery toward higher-quality prospects.
Execution
Phase 1 — Foundation (Weeks 1–2)
Installed Meta Pixel, configured Conversion API, and integrated the CRM with Meta for real-time lead data sync. Uploaded exhibition business card data and built custom and lookalike audiences.
Phase 2 — Creative Production & Launch (Weeks 3–6)
Scripted UGC videos using Claude, filmed with in-house team members, and edited in Adobe Premiere Pro. Launched multiple ad sets targeting different audience segments (OEM, Architects, Interior Designers, Home Owners) with creative variations.
Phase 3 — Optimisation & Scaling (Weeks 7–16)
Ran structured audience tests and creative tests. Paused underperforming ad sets, scaled winning creatives, and refined lookalike audiences based on CRM conversion data fed back through CAPI. Continuously monitored CPL, lead quality, and CRM pipeline metrics.
Tools & Platforms
Meta Ads Manager — Campaign creation, audience building, and budget management
Meta Pixel & Conversion API (CAPI) — Event tracking and real-time conversion signal relay
CRM (integrated with Meta) — Lead capture, qualification tracking, and conversion feedback loop
Claude (AI) — Script generation for UGC video content
Adobe Premiere Pro — Video editing and post-production
Optimisation Process
Audience Testing
I tested multiple lookalike audience percentages and segment variations (OEM-focused vs. designer-focused) to identify which produced the highest ratio of qualified leads.
Creative Testing
I ran A/B tests across different UGC video formats, hooks, and CTAs. The winning video creative alone reduced CPL by 35%, confirming that creative had a larger impact on performance than audience changes.
Month 1 — Foundation
Completed the content audit, identified the FAQ gap, and deployed the initial FAQ section with schema markup and updated meta tags. Set up GA4 and GTM tracking to establish baseline metrics.
Results
6,000+ B2B leads generated over the 4-month campaign.
Cost per lead optimised down to ₹15.
CPL reduced by 35% through creative testing alone (winning UGC video).
Lead quality significantly improved after switching from broad targeting to exhibition-data-based lookalike audiences.
Real-time CRM-to-Meta integration via Conversion API established, enabling ongoing algorithm optimisation.
Before vs After
Metric | Before | After |
|---|---|---|
Lead Quality | Low — unqualified leads from broad targeting | High — qualified B2B leads from lookalike audiences |
Audience Strategy | Broad interest-based targeting | Lookalike audience built from real business contacts |
Creative Format | Static / carousel ads | In-house UGC-style video reels |
Cost Per Lead (CPL) | Higher, unoptimised CPL | ₹15 |
Total Leads Generated | Minimal online lead volume | 6,000+ |
CRM Integration | None — manual lead tracking | CRM integrated with Meta via Conversion API |
Pixel / Tracking | Not set up | Meta Pixel configured + Conversion API live |
Key Learnings
A single, focused content intervention (FAQ section) delivered both traditional SEO and AI search benefits simultaneously.
Creative testing had a larger impact than audience changes. The winning UGC video reduced CPL by 35% — a reminder that what you show matters more than who you show it to.
UGC-style videos outperform polished studio content in B2B. Authenticity and relatability drove higher engagement and lower costs.
CRM integration is not optional. Connecting the CRM to Meta via Conversion API gave the algorithm the real conversion signals it needed to optimise beyond surface-level leads.
AI tools like Claude accelerate content production. Using Claude for script generation cut creative turnaround time and ensured messaging consistency across multiple ad variations.
Recruiter Takeaway
AI tools like Claude significantly accelerate SEO content production. Using Claude for FAQ generation ensured quality, consistency, and speed without sacrificing accuracy.
I help businesses rank higher, get discovered in AI-powered search, and grow through strategic digital marketing.