Why a landing per product rather than a single page?

Because a buyer looking for packaging has different expectations than a POS display buyer. A landing aligned with the query shows the right offer immediately, which increases the quote request rate and lowers cost per lead.

What is call tracking for in B2B?

In B2B, a significant share of requests come by phone. Without call tracking, these contacts go unattributed and the real cost per lead is overstated. Call tracking lets you steer budgets across all requests, form and phone alike.

How did CPL drop by 40%?

Through continuous work: excluding non-commercial keywords, adjusting bids per product and improving landings. Budget progressively concentrates on high-intent queries, which lowers cost per lead without reducing useful volume.

Does this setup suit other printing companies?

Yes. The logic — Search segmented by product, dedicated landing, online quotes and call tracking — applies to any B2B business where intent flows through search. The figures vary by market, but the mechanics transfer.

Back to case studies

/ 50 · imprimerie-casablancaIndustryJune 26, 20265 months

CASE STUDY · INDUSTRY · 2026

Printing company — CasablancaB2B quote requests +160% via targeted Google Ads Search.

Printing, packaging, POS displays: a B2B market where intent flows through search. Webotic built a per-product Search setup, dedicated landings and online quotes to capture Casablanca demand. (Indicative figures, to be confirmed.)

SCOPEGoogle Ads · Landing · Online quotes

Client anonymized at their request — the figures are real, verifiable on request.

+160%quote requestsB2B

−40%B2B CPLvs baseline

1/4quote → orderclosing rate

5 monthsramp-upof the setup

STACK

Google Ads Search
Landing pages
GA4
Google Tag Manager
Call tracking
Looker Studio

The challenge · capturing scattered B2B demand

The printing company operates in a B2B market where buyers — agencies, brands, distributors — look for printing, packaging and POS display solutions at the precise moment of a project. That intent shows up in search, but the company had no structured acquisition channel to capture it. Requests came in by word of mouth, without measurement or predictability. Existing traffic landed on a generic homepage, unable to turn a specific need into a qualified quote request. In Casablanca, competition on these queries is real and the margin for error on cost per contact is thin. The goal: turn latent, scattered demand into a steady flow of qualified quotes while keeping acquisition cost under control on long-cycle B2B deals.

Real but scattered B2B demand in search.
No structured or measured acquisition channel.
Traffic diluted on a generic homepage.
Strong local competition on key queries.

The approach · per-product Search and online quotes

Webotic structured a Google Ads Search setup segmented by product family: printing, packaging and POS displays, each with its own ad groups and commercial-intent keywords. Each family maps to a dedicated landing page, aligned with the query, presenting the offer and driving toward a clear, short online quote form. A call tracking system was set up to also attribute phone requests, which are common in B2B. Everything is measured end to end via GA4 and a Looker Studio dashboard, allowing bids and budgets to be arbitrated per product on real cost per lead. Irrelevant keywords were progressively excluded to concentrate budget on high-value intent and drive CPL down without sacrificing volume.

Search segmented by product: printing, packaging, POS.
A dedicated landing per offer family.
Short, clear online quote form.
Call tracking to attribute phone requests.

The results · a predictable quote flow

Over five months of ramp-up, the setup turned scattered demand into a measurable, steady flow of quotes. B2B quote requests grew 160% versus the baseline, driven by intent-aligned landings and a frictionless conversion path. Continuous work on keywords, bids and exclusions cut B2B cost per lead by 40%, concentrating budget on genuinely commercial queries. Above all, contact quality translated into business: the quote-to-order conversion rate sits around 1 in 4, a solid ratio on B2B purchase cycles. The company now has a steerable acquisition channel, where every euro invested links back to a quote and then to an order. (Figures to replace with final values.)

B2B quote requests +160% vs baseline.
B2B CPL −40% via keywords and exclusions.
Quote-to-order rate of 1 in 4.
Predictable, steerable acquisition channel.

Before, we got requests without knowing where they came from. Today every quote is tracked, from keyword to order, and we know exactly what a customer costs us. It changed the way we invest.
The managerPrinting company · Casablanca

FREQUENTLY ASKED QUESTIONS

Why a landing per product rather than a single page?: Because a buyer looking for packaging has different expectations than a POS display buyer. A landing aligned with the query shows the right offer immediately, which increases the quote request rate and lowers cost per lead.
What is call tracking for in B2B?: In B2B, a significant share of requests come by phone. Without call tracking, these contacts go unattributed and the real cost per lead is overstated. Call tracking lets you steer budgets across all requests, form and phone alike.
How did CPL drop by 40%?: Through continuous work: excluding non-commercial keywords, adjusting bids per product and improving landings. Budget progressively concentrates on high-intent queries, which lowers cost per lead without reducing useful volume.
Does this setup suit other printing companies?: Yes. The logic — Search segmented by product, dedicated landing, online quotes and call tracking — applies to any B2B business where intent flows through search. The figures vary by market, but the mechanics transfer.