Success Story – JAX: From Visibility to Qualified Lead Generation in Industrial B2B

# The client

JAX is a historic American manufacturer with over 70 years of history, firmly established as an undisputed benchmark in the production of high-performance industrial lubricants. Its leadership is particularly notable in the development of food-grade solutions and technology (NSF H1/3H certifications), making it a key partner for highly regulated and demanding industries such as Food & Beverage, pharmaceuticals, and manufacturing. food-grade solutions and technology (NSF H1/3H certifications), making it a key partner for highly regulated and demanding industries such as Food & Beverage, pharmaceuticals, and manufacturing.

It is a brand with an inherently technical and straightforward DNA, whose differentiating value revolves around efficiency. Its entire value proposition is focused on ensuring peak machinery performance and guaranteeing flawless operational safety for its clients.

# The challenge

The project was developed around a clear and ambitious business objective: to boost brand awareness and scale qualified demand generation in the United States, its primary market, with a focus on its industrial and food-grade lubricant product lines.

To achieve this, the scenario presented several obstacles inherent to a high-complexity B2B ecosystem.. On one hand, the nature of the industry demands navigating very long sales cycles and high-value purchase tickets. On the other, the conversion process does not depend on a single stakeholder — it requires reaching and convincing multiple decision-making profiles with differing priorities, ranging from technical maintenance staff to operations directors and procurement managers.

On the digital assets front, JAX held a latent competitive advantage: a robust website with an extensive portfolio comprising dozens of product pages. This represented an unparalleled opportunity to capture transactional search intent through a solid SEO strategy.

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However, in order to capitalise on this traffic and scale paid campaigns without losing efficiency, a critical analytical challenge stood in the way.. The data ecosystem was fragmented, and the team needed to unify their entire measurement setup. The technical challenge lay in seamlessly integrating GA4, Google Search Console, and Google Ads into a single unified environment.. Achieving full traceability across such a long funnel was the essential prerequisite for directing investment profitably, allocating budget to the right channel, and avoiding the undervaluation of high-value leads that can take months to close.

# How we did it

We designed an omnichannel approach in which the combination of different channels covered the entire conversion funnel:

• Paid Media (Awareness and Acquisition): To widen the top of the funnel (prospecting), we launched Display campaigns segmented by industrial verticals (Dairy, Bakery, Can Manufacturing, Beverage, Pet Food) alongside PMAX campaigns. For direct acquisition, we captured existing demand through SEM campaigns based on search intent (terms such as industrial lubricants, food grade lubricants, and dielectric grease), using exact match and negative keywords to protect efficiency.
• SEO, CRO and Content: We prioritised the URLs with the highest commercial potential and optimised on-page SEO. We created intent-match landing pages focused on product and industry, incorporating micro-conversions (phone clicks, email clicks, and downloads) to capture high-intent traffic.. Additionally the Knowledge Hub was reinforced with technical content aimed at engineers, thereby supporting the commercial conversation.
• Unified Analytics: We consolidated all sources into a single dashboard to provide a clear executive-level view (sessions, impressions, CTR, CPL, and leads by type). This signal-level measurement was key to avoiding the undervaluation of high-value leads.

# Results

The rollout of this omnichannel ecosystem operated in perfect synergy: while the organic channel and SEM campaigns captured existing demand at the bottom of the funnel, prospecting via Display and PMAX took care of broadening brand visibility across industries. This approach exceeded growth expectations, demonstrating that it is possible to scale customer acquisition while maintaining profitability in a complex B2B industrial environment. Since 2023, over 3 years of collaboration:

• Lead Volume: A total of 4,623 leads were generated and attributed to digital channels (1,571 via phone, 931 via email, and the remainder through forms).
• Investment Efficiency (Google Ads): 1.48 million impressions and 51,644 clicks were achieved, with a CTR of 3.49%. The cost per conversion in Ads held at an average 36,80 $ (average CPL of around €33). Particularly noteworthy were the Display lines segmented by industrial vertical, which achieved very low CPLs ranging between $14 and $18.

Organic Visibility Explosion: At the SEO level, content optimisation and creation delivered 572,000 sessions (with a high Engagement Rate of 36.87%) and 8 million impressions on Google, translating into more than 60,300 organic clicks through Search Console.