Transport & logistics company — TangerQualified B2B leads for a transport & logistics player in Tanger.
Around Tanger Med, B2B competition is won on lead quality, not raw volume. Webotic built a Google Ads Search, LinkedIn and lead-scoring setup to hand sales only genuinely actionable requests. (Indicative figures, to be confirmed.)
Client anonymized at their request — the figures are real, verifiable on request.
- Google Ads
- LinkedIn Ads
- GA4
- HubSpot
- Looker Studio
The challenge · generating actionable B2B leads
Tied to the Tanger Med ecosystem, our client operates transport, bonded warehousing and import-export services for demanding shippers. In these B2B markets, inbound volume stays structurally low and every contact is expensive to handle: a poorly qualified lead ties up a salesperson for hours, for a quote that will never close. Existing campaigns mostly brought in individuals looking for a move, unsolicited job applications and off-target requests, drowning the real opportunities in constant noise. The point was not to generate more clicks, but to attract the right decision-makers — logistics, supply chain, procurement and executive management — and then to filter upstream so sales only ever saw genuinely actionable requests. In a long sales cycle, where several stakeholders are involved and responsiveness at first contact often makes the difference, every sales hour wasted on a bad file comes at a steep price.
- Narrow B2B target: logistics, supply chain, procurement leads.
- Low lead volume but high cost to process each one.
- Existing campaigns polluted by off-target requests.
- Long sales cycle, sales responsiveness decisive.
The approach · intent, targeting and scoring
Webotic combined three complementary levers rather than simply raising the budget. First Google Ads Search, structured around real B2B intents — international transport, bonded warehousing, Tanger Med import-export — with strict negative keyword lists to screen out individuals, moving requests and job seekers at the query level. Then LinkedIn Ads, targeted by role, company size and industry to reach decision-makers beyond active search alone, including those who have not yet expressed a need. A dedicated landing page, built around proof, use cases and fast contact, replaced the site's generic page. Finally, lead scoring wired into the CRM rated every request against B2B criteria — size, industry, nature of need, form completeness — to route the best files to sales first and send the rest to nurturing. All of it steered on a unified dashboard linking media spend, leads, SQLs and real cost per qualified file, so decisions were made weekly on quality, not on clicks.
- Google Ads Search on B2B intents + strict negatives.
- LinkedIn Ads targeted by role and industry.
- Dedicated landing page built for proof and contact.
- CRM lead scoring to prioritize sales.
The results · more SQLs, lower cost
By concentrating budget on the most qualifying intents and filtering upstream, the setup shifted measurement from volume to value. Qualified leads (SQLs) grew 130% over six months, while the B2B cost per lead fell 37% thanks to sharper targeting and the elimination of off-target requests that used to inflate the stats without ever feeding the pipeline. The lead-to-SQL conversion rate doubled, a sign that sales were finally handling relevant files rather than contacts to discard on sight. Above all, the lead-to-quote cycle shortened by 25%: better qualified and routed faster to the right stakeholder, prospects moved more naturally toward the proposal. Steering on the real cost per SQL, rather than raw CPL, made it possible to keep reinvesting where margin was actually created and to gradually switch off what did not convert. (Figures to replace with final values.)
- SQLs +130% over 6 months.
- B2B CPL −37% through targeting and negatives.
- Lead-to-SQL conversion rate 2×.
- Lead-to-quote cycle −25%.
Our sales team no longer wastes time on off-topic requests. They handle qualified files and close faster. That's exactly what we expected from an acquisition partner.
FREQUENTLY ASKED QUESTIONS
- Why pair Google Ads and LinkedIn in B2B?
- The two networks capture different moments. Google Ads Search reaches decision-makers actively searching for a transport or warehousing solution, with immediate intent. LinkedIn lets you target the right roles and industries even without an active search. Combined, they cover the whole B2B buying journey.
- What is lead scoring for in this setup?
- Lead scoring rates every request against B2B criteria — company size, industry, expressed need, form completeness — and routes the best files to sales first. It stops sales effort from being spread thin and concentrates human time where it creates the most value.
- How do you avoid off-target leads in B2B transport?
- Through a combination of strict negative keywords on Google Ads, LinkedIn targeting by role and industry, and a form designed to qualify from the outset. That screens out individuals, job seekers and irrelevant requests before they ever reach sales.
- Why steer on cost per SQL rather than CPL?
- Raw CPL can drop by attracting easy but useless leads. The real cost per qualified lead (SQL) measures what actually matters: how much a genuinely actionable request costs. That metric drives budget decisions toward margin, not volume.