How Oceanbotics Generated $4.68 Million in Quotes With an 81.9x ROAS

B2B underwater ROV manufacturer turns ad spend into qualified pipeline their sales team can actually close.

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.

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.

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.

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.

Sales Team Feedback Loop

Built a closed-loop system where the sales team rates every lead, and that feedback flows directly back into the ad accounts. This means the algorithms continuously learn what a real buyer looks like, sending better leads to the sales team over time. The result: sales reps spend their time on conversations that convert, not chasing dead ends.

The biggest shift wasn't just the volume of leads; it was the quality of conversations the sales team was having. Before, reps were spending hours qualifying enquiries that went nowhere. After the rebuild, every lead that hit the CRM had already self-qualified through a multi-step form, demonstrating commercial intent before a sales rep ever picked up the phone.

The sales team's feedback became the engine that made the system smarter. By rating lead quality and reporting which enquiries turned into quotes, they created a virtuous cycle: better data in, better leads out. Over the past year, this loop helped generate $4.68 million in quoted revenue, delivering an 81.9x return on every dollar spent on ads.

When your sales team trusts the leads coming in, they engage faster, follow up harder, and close more deals. That's the compounding effect of aligning marketing and sales around a shared definition of quality.

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. But here's what matters most: those leads turned into real pipeline. Over the past year, Oceanbotics' sales team quoted $4.68 million in revenue from ad-generated leads, a 81.9x return on ad spend. That's what happens when marketing and sales are working from the same playbook.

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.

Performance marketing for high-value businesses

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