The WISAG group is one of the biggest industrial service companies in Germany with three core services in the area of aviation, facility and industry.

In our project we worked together with the WISAG industry services to support the technical cleaning services to generate high-quality B2B leads.

For WISAG it was the first time to approach the Online Marketing environment to generate B2B leads in the area of industrial cleaning. Therefore not only the online Marketing approach to generate leads in a very specific B2B field has been tested, but also the follow-up process of how to deal with the leads in the sales funnel has been tested for the very first time.

For this very first test we selected Google Search Ads as the channel to generate high-quality B2B leads. In the first step a detailed keyword and competitor analysis have been keys to identify high-potential and high-competitive keywords to not only define keyword clusters and from that a campaign structure, but also to derive the needed media budget to launch the first campaigns.

Keywords have been categorised into groups, campaigns and ad copies, and extensions have been tailored to the keyword categories to match the needs of a user’s search term.