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Case study · SEO + advertising + cold outreach

Three lead-generation channels for a B2B construction distributor

The official Spanish distributor for an international manufacturer of liquid waterproofing systems. It sells through applicators and specifiers, and its lead generation runs on word of mouth. We built all three channels at once, each with its own measurement.

357
leads delivered by cold outreach to architects and specifiers
from 2 to 412
keywords ranked on Google, 17 of them in the top 3
282
contacts generated by the advertising campaigns
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01 · The starting point

A good product only the people who already know it know about

In a sector where the job is decided by the specifier, whoever doesn't show up when the architect searches doesn't exist. The site starts with 2 ranked keywords and 8 visits a month, there's no database of specifiers, and advertising hasn't launched.

The decision is to not bet everything on one channel: SEO for the demand that's already searching, advertising to speed it up, and cold outreach to reach the people who aren't searching yet.

Where things stood
  • 2 ranked keywords and 8 organic visits a month
  • No database of architects or specifiers
  • No advertising campaigns running
  • Lead generation dependent on the sales network and word of mouth
02 · The strategy

Three fronts, each with its own measurement

01 Technical and content SEO Landing pages by application, technical content that answers what the specifier asks, and optimization for AI search engines: today the generative engines cite the site in 87% of the queries we measured.
02 Advertising measured in contacts Search and Performance Max with a single yardstick: contacts generated, not clicks. Every campaign answers for its cost per contact.
03 Cold outreach to specifiers A customer profile built from real CRM data, verified lists of architects by region, and short sequences written one by one. Every positive reply is delivered qualified.
03 · The numbers

Every channel answers with its own figure

Cold outreach
  • 6,468 professionals contacted and 1,035 replies: a 16% response rate
  • 357 leads delivered: one in every 18 contacts ends up as a lead
SEO
  • From 2 to 412 ranked keywords; 69 in the top 10 and 17 in the top 3
  • From 8 to more than 1,000 organic sessions a month
Advertising
  • 654,886 impressions and 56,339 interactions, with 282 contacts
  • Cost per contact of €18.75 on average; the Performance Max campaign, €7.28
Ranked-keyword curve: from 2 at launch to 412, with continuous growth over two years
Keywords in Google's top 100, monthly series · real measurement
Monthly organic-sessions curve: from 8 at launch to more than 1,000
Organic sessions per month · client's Google Analytics
04 · What the reports don't show

Google re-evaluates the domain, and the data says so, not a hunch

In 48 hours, the site's average position moves from 6.2 to 8.4: an algorithmic re-evaluation that hits almost the entire domain. Instead of rebuilding the site blind, the diagnosis separates, with data, which part of the drop is the algorithm, which part is deliberate cleanup, and which specific pages are affected.

The recovery plan comes from there: reinforced technical content where the algorithm asks for depth, and measurement frozen until we can compare cleanly. Today clicks are in their second straight month of growth. Diagnosing before you touch anything costs a few days; touching without diagnosing costs months.

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