B2B Ad Strategy

Contained Australia
B2B-Focused Ad Copy & Landing Page Recommendations

New ad copy designed to attract commercial buyers (10+ units) and reduce tire-kicker leads. Includes landing page recommendations to reinforce B2B positioning.

Prepared: 10 February 2026 Prepared by: Market Lead Prepared for: Jack Lewis (Internal)

The Problem

Too many tire kickers, not enough commercial buyers

Context

Why We're Shifting to B2B-Focused Ads

Adam flagged that Contained Australia is getting a lot of leads from tire kickers - people browsing, not buying, or only interested in a single unit. The real revenue comes from B2B buyers purchasing 10+ units. We need ads that speak directly to commercial decision-makers.

The Goal

Attract commercial and trade buyers (mining, construction, agriculture, councils, self-storage operators) who purchase in bulk. Filter out single-unit browsers at the ad level so distributors spend time on qualified commercial leads, not tire kickers.

200+
Leads per month
~$15
Cost per lead
10+
Units per B2B order
3
New B2B ads proposed

Current Ad Copy Review

What's running now and why it attracts tire kickers

Current

Existing Ad Analysis

There's one primary ad copy variation running across all ad sets (18 targeting combinations across NSW, VIC, QLD). The copy is broad and doesn't filter for B2B intent.

Currently Running

Ad Copy 03 (Primary Copy Variation)

📦 Australia's Most Comprehensive Enclosed Container Building Systems 🔒 Transform your shipping containers into secure, durable, fully enclosed buildings engineered to last, and designed to move with you. Why Australians choose our enclosed container systems: ✔ Premium Fit Outs ✔ Fully Customisable ✔ Off-Grid Power Solutions ✔ Easy to Assemble, Dismantle or Relocate 📍 Finance available from $59/week. ➕ Much more 👉 Access your brochure & request custom pricing today!
Headline: Enclosed Container Systems
CTA: Get Quote
Total Spend: $2,217
Total Leads: 148
CPL: ~$15

Why This Attracts Tire Kickers

Issue Impact
"Finance from $59/week" Low price point attracts consumers, not businesses. Signals affordability over commercial scale.
No mention of commercial/trade Nothing in the copy signals this is for businesses. Reads like a consumer product ad.
"Access your brochure" Low-commitment CTA attracts browsers. People download brochures without buying intent.
No volume/bulk language Nothing about multi-unit orders, fleet solutions, or site deployments. Single-unit buyers feel welcome.
Generic benefit list "Premium fit outs" and "customisable" could be for a backyard shed or a mining camp. No B2B specificity.

3 New B2B-Focused Ads

Designed to attract commercial buyers and filter out single-unit browsers

New Ad Copy

B2B Ad Copy Recommendations

Each ad targets a different B2B angle while maintaining the same professional, no-nonsense tonality. All designed to pre-qualify for commercial intent before the click.

1
B2B - Commercial Scale

Ad 1: "Built for Business" - Commercial Scale Angle

Target: Business owners, site managers, project managers looking for multi-unit solutions
Need secure, relocatable structures for your business operations? 👇 Contained Australia builds fully enclosed container systems for commercial and trade applications - from mining camps to self-storage facilities to council depots. Why businesses choose us for multi-unit deployments: ✔ Engineered for Australian conditions (cyclone-rated) ✔ Multi-unit configurations (1, 2 & 3 bay systems) ✔ Relocatable between sites as your operation grows ✔ Volume pricing for 10+ unit orders ✔ Australian steel. Built to last decades. We work with mining companies, construction firms, councils, and commercial operators across Australia. 👉 Request your commercial quote and project consultation today.
Headline: Commercial Container Systems | Built for Business
CTA: Get Quote
2
B2B - Industry-Specific

Ad 2: "Your Industry, Our Solution" - Sector Targeting Angle

Target: Decision-makers in mining, construction, agriculture, government who need site infrastructure
Stop wasting time on temporary site buildings that don't last. ⏳ Australia's most comprehensive enclosed container building system is built for industries that need durable, relocatable infrastructure: ⛏ Mining & Resources - Secure storage, workshops, accommodation 🏭 Construction - Site offices, tool storage, equipment housing 🌾 Agriculture - Machinery sheds, chemical storage, farm workshops 🏛 Councils & Government - Emergency response, depot storage Our systems are designed for multi-unit rollouts across multiple sites. ✔ Cyclone-rated steel frames ✔ Custom widths (7m or 10m) ✔ Screw pile foundations - no concrete needed ✔ Full project management from quote to install 👉 Tell us about your project. We'll scope the solution.
Headline: Industrial Container Buildings | Quote Your Project
CTA: Get Quote
3
B2B - ROI & Scale

Ad 3: "Scale Your Operations" - ROI & Volume Angle

Target: Business owners comparing permanent builds vs container systems for commercial use
Building permanent structures for every new site is expensive and slow. Contained Australia's enclosed container systems give commercial operators a faster, more cost-effective alternative: 💰 40-60% less than traditional construction ⏱ Installed in days, not months 🔄 Relocate to your next site when you're done 📈 Scale from 1 unit to 20+ without rebuilding Used by mining operators, self-storage businesses, agricultural operations, and commercial contractors across Australia. Whether you need 5 units for a new site or 20 for a full depot, we'll scope the project and deliver a commercial quote within 48 hours. 👉 Request your commercial project quote today.
Headline: Relocatable Commercial Buildings | Volume Pricing Available
CTA: Get Quote

Key B2B Filtering Tactics Used

Each ad deliberately uses language that pre-qualifies for commercial buyers and deters single-unit browsers:

1. Volume language: "multi-unit deployments", "10+ unit orders", "5 units to 20+" - signals this is for bulk buyers.
2. Industry callouts: Mining, construction, councils, agriculture - not "backyard" or "lifestyle".
3. Business terminology: "commercial operators", "project consultation", "site infrastructure" - speaks B2B.
4. No low price anchors: Removed "$59/week" financing - that attracts consumers, not businesses.
5. Higher-commitment CTAs: "Project consultation" and "commercial quote" instead of "access brochure".

Landing Page Recommendations

How to make go.containedaustralia.au more B2B-focused

Landing Page

B2B Landing Page Improvements

The current landing page at go.containedaustralia.au already lists commercial industries but buries B2B messaging. These changes will make commercial buyers feel like the page was built for them.

High Priority

Change Form Qualifier from "Industry" to "Commercial or Private"

Add a dropdown or radio button asking: "Is this for commercial/trade or private use?"

  • Immediately segments leads for distributors
  • Commercial leads get prioritised in follow-up
  • Private leads can be deprioritised or sent a different nurture sequence
  • This was already discussed in the internal strategy meeting - needs implementation
High Priority

Add "How Many Units?" Field to the Form

Add a dropdown: "How many units are you looking for?"

  • Options: 1-2, 3-5, 5-10, 10+, Not sure yet
  • Instantly qualifies lead volume intent
  • Distributors know who to call first (10+ units = priority)
  • Filters tire kickers before they reach the distributor
High Priority

Remove or Reduce "$59/week" Financing Prominence

The financing message attracts price-sensitive consumers, not commercial buyers.

  • Move financing to a secondary mention, not a headline
  • Replace with "Volume pricing available for commercial orders"
  • B2B buyers care about project scope and capability, not weekly payments
Medium Priority

Add B2B Social Proof / Case Studies

Commercial buyers want to see who else has used the product at scale.

  • Add a "Trusted by" section with industry logos or sectors
  • "Used by 50+ mining operations across QLD and WA"
  • Project photos showing multi-unit deployments (not single backyard sheds)
  • A brief case study: "X mining company deployed 15 units across 3 sites"
Medium Priority

Update Hero Copy to Lead with Commercial Angle

Current: "Fully Enclosed Container Storage. Stronger. Smarter."

  • Suggested: "Commercial Container Buildings. Engineered for Australian Industry."
  • Sub: "From mining camps to self-storage facilities - relocatable, cyclone-rated, built to scale."
  • Immediately signals this is for commercial operators, not consumers
Medium Priority

Reorder Industry List - Lead with B2B

Current industry list starts with Mining & Construction (good) but includes "Private & Lifestyle" without distinction.

  • Move "Private & Lifestyle Properties" to the very bottom
  • Lead with: Mining, Construction, Agriculture, Self-Storage, Councils
  • Consider a separate "For Homeowners" link that takes private users to a different section
Low Priority

Add "Project Size" Language Throughout

Reinforce the multi-unit, commercial language throughout the page.

  • "Designed for single-site or multi-site deployments"
  • "Scalable from 1 to 50+ units"
  • "Full project scoping and installation management"
  • This language naturally deters single-unit browsers
Low Priority

Update CTA from "Access Brochure" to "Request Commercial Quote"

Brochure downloads attract browsers. Quote requests attract buyers.

  • Primary CTA: "Request Your Commercial Quote"
  • Secondary CTA: "Download Brochure" (keep but deprioritise)
  • Add urgency: "Get a custom quote for your project within 48 hours"

Summary: Current vs Recommended

Element Current Recommended
Hero headline "Fully Enclosed Container Storage. Stronger. Smarter." ✓ "Commercial Container Buildings. Engineered for Australian Industry."
Pricing anchor "Finance from $59/week" (prominent) ✓ "Volume pricing available for commercial orders"
Primary CTA "Access Brochure & Request Pricing" ✓ "Request Your Commercial Quote"
Form qualification Industry dropdown only ✓ Commercial/Private selector + Unit quantity dropdown
Social proof None visible ✓ Industry trust badges + multi-unit project photos
B2B language Listed industries but no commercial-specific copy ✓ "Multi-unit deployments", "Project scoping", "Commercial operators"

Next Steps

Implementation plan

Action Items

What Needs to Happen

Ads - Jack

Create 3 New B2B Ad Variations in Meta

  • Set up the 3 new ad copy variations above
  • Run alongside existing ads to compare performance
  • Monitor CPL and lead quality (commercial vs private)
  • Consider pausing existing generic copy after 2 weeks if B2B ads outperform
Landing Page - John

Update Form & Landing Page

  • Add "Commercial or Private" dropdown to form
  • Add "How many units?" dropdown to form
  • Reduce prominence of $59/week financing
  • Update hero copy to lead with commercial angle
Tracking - Team

Track B2B vs B2C Lead Split

  • Tag leads as Commercial or Private in the dashboard
  • Track which ads generate more commercial leads
  • Report on lead quality improvement after 2-4 weeks
  • Adjust ad spend allocation based on B2B lead volume
Market Lead · Contained Australia B2B Ad Strategy · February 2026 · Internal Document