Case study Results / B2B · Products
389 trade enquiries at £17.59 each.
A UK B2B product supplier running a modest, steady budget. Over the twelve months to July 2026 the account produced 389 completed enquiry forms from £6,844 of spend. It is also the cleanest-counting account we run, which is why the number can be quoted without a paragraph of qualification underneath it.
389 enquiries · £17.59 each · £6,844 spend · 12 months to July 2026
One of thirteen case studies, published from more than a hundred accounts since 2021. We publish the ones we can put a source against. See all thirteen →
01 The numbers
One conversion action. One kind of truth.
B2B buyers search less often and convert more slowly than consumers, so every enquiry carries weight and every fake one distorts the picture. The test of good management here is simple: is the account buying real enquiries, and is each one cheaper than it needs to be?
Most accounts we inherit count between eight and thirteen things as a conversion. This one counts one: a completed form on a thank-you page. There is nothing to unpick and nothing to discount.
02 What we did
What we did
Separated trade intent from consumer noise. B2B terms share language with consumer searches. The negative list does the quiet work of keeping hobbyists and retail browsers out of a trade budget, which on an account this size is the difference between working and not.
Stripped the conversion set back to one. Every extra action an account counts is another way for the bidding to be misled. Here the goal is a submitted enquiry form and nothing else, so the cost per enquiry on the report is the cost per enquiry in reality.
Consolidated so the bidding could learn. A steady budget spread over too many campaigns never accumulates enough conversions in one place for smart bidding to work. Fewer, fuller campaigns fixed that.
Held the budget and moved the cost instead. The brief was not to spend more. It was to make the same money go further, which means the improvement arrives as a lower cost per enquiry rather than a bigger invoice.
B2B enquiries getting more expensive?
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