Driving Leads and Store Visits for a Building Hardware Supplier

The Challenge: Generating Quality Leads in a Competitive B2B Market
In the competitive world of building and construction supplies, attracting quality leads and driving store visits is no small feat. A leading building and construction hardware supplier in Queensland faced an uphill battle: competition from national chains and local suppliers was fierce, lead generation was inconsistent, and their digital presence wasn't driving the steady stream of enquiries and store visits they needed to grow. They needed a way to connect with builders, contractors, and construction professionals actively searching for equipment hire and building supplies, generate quality leads through multiple channels, and most importantly, drive measurable business results.
When they approached us, their challenge was clear: how do we generate more qualified leads from builders and contractors whilst also driving physical store visits across our Queensland locations?
Crafting a Winning Strategy
We knew this wasn't just about running ads; it was about building a comprehensive multi-channel SEM strategy that would capture leads at every touchpoint whilst driving both online enquiries and physical store traffic. Our approach combined:
Dual-focus campaign structure: Creating separate campaigns for equipment hire and product purchases to ensure messaging was highly relevant to each customer intent, with dedicated campaigns for different Queensland locations to maximise local relevance.
Multi-conversion tracking: Implementing comprehensive tracking across lead form submissions, phone calls from ads, store visits, local actions (directions and website visits), ensuring we captured the complete customer journey from search to conversion.
Performance Max and Search combination: Leveraging both Performance Max campaigns for broad reach across Google's networks and targeted Search campaigns for high-intent keywords, maximising coverage whilst maintaining efficiency.
Continuous optimisation across channels: Constantly analysing performance data across all conversion types, adjusting bids and budgets based on what drove the most valuable actions, and scaling successful campaigns whilst refining underperformers.
The Breakthrough: Seeing the Results
The impact of our multi-channel campaign strategy was substantial. What began as inconsistent lead flow transformed into a reliable stream of enquiries, calls, and store visits. Here's what happened over a recent 3-month period (July - September 2025):
Total Conversions: 1,031.29 (across all conversion types)
Total Clicks: 7,812 (+17.05% vs previous quarter)
Total Impressions: 171,242 (+21.24% vs previous quarter)
Average Cost Per Conversion: A$15.26
Overall Conversion Rate: 8.74%
Total Investment: A$15,740
Unlocking the Insights
What Worked Best?
We analysed every aspect of performance across all campaigns and conversion types to understand what truly drove exceptional results:
Performance Max Dominance: The Performance Max campaign for equipment hire delivered 392.94 conversions with a remarkable 30.61% increase versus the previous quarter, proving the value of multi-channel reach across Search, Display, YouTube, and Gmail for capturing demand at every touchpoint.
Multi-Conversion Tracking Value: By tracking lead form submissions, phone calls, store visits, and local actions (directions and website visits), we captured the complete picture of customer engagement. This comprehensive approach revealed that customers interacted with the business through multiple channels, with some preferring to call directly whilst others submitted forms or visited stores.
Brisbane Market Breakthrough: The Brisbane-focused search campaign showed extraordinary growth with a 1,294.57% increase in conversions, demonstrating the power of location-specific targeting in capturing local market demand. This campaign generated a mix of calls (4), lead form submissions (12), and additional enquiries (33.34), showing diverse customer engagement.
Strong Search Engagement: Search campaigns achieved an impressive 12.51% click-through rate on the "Buy" campaign and 9.58% on the "Hire" campaign, well above industry benchmarks, proving that targeted messaging resonated strongly with builders and contractors actively searching for supplies and equipment.
Sustained Volume Growth: The 17.05% increase in clicks and 21.24% increase in impressions quarter-over-quarter demonstrated successful scaling, reaching more potential customers whilst maintaining conversion efficiency and capturing growing market demand.
The Takeaway: Multi-Channel Strategy Drives B2B Lead Generation
This campaign wasn't just about numbers; it was about building a comprehensive lead generation system that captured demand across multiple channels and conversion types. By combining Performance Max for broad reach, targeted Search campaigns for high-intent keywords, and comprehensive conversion tracking across forms, calls, and store visits, we transformed sporadic enquiries into predictable lead flow. For B2B suppliers looking to drive leads and physical traffic, this case study proves that the right SEM strategy with multi-channel tracking and continuous optimisation can deliver consistent results whilst capturing the full spectrum of customer interactions.

