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Case Study
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How Oceanbotics Generated 200 Qualified Leads in 30 Days at $25 Each
B2B underwater ROV manufacturer cuts cost per lead by 94% with a full-funnel rebuild.
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Hi {{contact.first_name}},
If your sales team is drowning in unqualified leads while your best prospects never find you, this one's worth a read. We worked with an underwater ROV manufacturer whose advertising was attracting hobbyists instead of military and commercial buyers. Here's how we fixed it.
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Oceanbotics
B2B • Underwater ROV Manufacturing
Oceanbotics manufactures underwater remotely operated vehicles for military, search & rescue, commercial, and marine research applications. Despite having a superior product, their advertising was generating a high percentage of spam and unqualified hobbyist enquiries, while their cost per lead sat between $180 and $400. They needed a system that would filter out low-intent individuals and connect them with real commercial buyers.
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Before
90-Day Period
50
Total leads (17/mo avg)
$180-$400 CPL
0.6% conversion rate
High spam volume
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After
First 30 Days
200
Qualified leads
$25 CPL
15% conversion rate
Commercial intent only
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What We Built
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1
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High-Converting Landing Page
Built using a proven wireframe with a multi-step form designed to filter lead quality. Included auto-play video, direct-response headlines, comparison tables, and military/commercial testimonials to attract serious buyers only.
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2
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Meta Ads With Video-Only Creative
Ran three video ads achieving 2% CTR (vs 0.8-1% industry benchmark). Separate campaigns for retargeting, broad prospecting, and targeted prospecting per country, with hobbyist exclusions baked into the algorithm.
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3
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Intent-Segmented Google Ads
Advanced segmentation by search intent and funnel stage. Comprehensive negative keyword lists removed hobbyist traffic, and bidding was optimised toward keywords that drove actual quotes and sales.
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4
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Lead Quality Feedback Loop
Built a real-time lead quality dashboard and feedback loop that fed high-intent conversion data back into the ad accounts. This let the algorithms learn which audiences and ads actually drove commercial enquiries.
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Key Insight
The previous setup was generating leads at $180-$400 each, with most of them being spam or hobbyists who would never buy. After the rebuild, the cost dropped to $25 per lead, and every single one showed clear commercial intent. That's not just a lower cost; it's the difference between burning budget on dead ends and filling a sales pipeline with real opportunities. For a B2B company selling high-ticket ROVs, even a handful of those 200 leads converting into sales would represent a massive return on ad spend.
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Why This Matters for You
If you're a B2B or high-ticket business spending money on ads but struggling with lead quality, the problem usually isn't your product or your market. It's that your advertising system wasn't built to filter intent. The right landing page structure, creative strategy, and feedback loop can transform your pipeline from a source of frustration into a predictable growth engine.
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Want to see what this kind of system could look like for your business?
Free strategy call • No strings attached
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Market Lead
Performance marketing for high-value businesses
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