Client: Dental Laboratory
The Bottom Line
I helped a dental laboratory company fix a major issue in their digital advertising—too many unqualified leads. By aligning their ads with optimized landing pages, we redirected their marketing efforts toward the right audience, bringing in more valuable B2B leads.
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Situation
A dental laboratory company was running digital ad campaigns to attract B2B clients—dentists and dental clinics in need of their services. However, their ads were generating inquiries from regular consumers looking for dentures, leading to wasted ad spend and lost opportunities.
The problem? Their website messaging wasn’t clear enough. The landing pages didn’t properly differentiate between their target audience and the general public, resulting in a flood of irrelevant leads.
Solution
To fix this, I worked on a complete landing page overhaul, ensuring every element was designed to attract and convert the right audience. The improvements included:
- Alignment with the ad team, ensuring ad copy and landing pages worked together seamlessly.
- Landing page copy tailored specifically for B2B prospects.
- Lead form optimization to filter out unqualified inquiries.
- Clear messaging emphasizing that the service was for dental professionals, not individual consumers.
- A video ad explaining the service, helping website visitors quickly understand who the company serves.
Results
By refining the message and optimizing the entire lead generation funnel, we significantly reduced the number of irrelevant leads. The business saw a decrease in unqualified inquiries, allowing them to focus their efforts on real B2B prospects and improving their overall conversion rates.
50%
Decrease in irrelevant leads
25%
Higher conversion rates from targeted traffic
100%
Aligned ad and landing page copy for a seamless experience