A B2B lead generation case study covering sports infrastructure, a 10X average return on ad spend in a category with long sales cycles and very few buyers.
Project Summary
Client Overview:
The client supplies and installs sports infrastructure for schools, institutions, builders and municipal bodies across India. Avikosh Digital has run their acquisition since August 2022.
The Challenge
Sports infrastructure is bought by institutions, not consumers. The buying group is small, and the decision runs for months, often through a tender process.
Order values are large enough that a single enquiry can justify a quarter’s marketing spend, so optimising for lead volume produces noise, not revenue.
The people researching sports facilities online vastly outnumber the people authorised to procure them, and the two look identical to an ad platform.
What We Did
Built acquisition around the small number of genuine institutional buyers rather than the much larger pool of people researching facilities.
Measured the account on enquiries the sales team could quote against, not on form fills.
The Results
10X average return on ad spend. An average across the account rather than a best month, in a category where a single institutional order can justify a quarter of marketing spend.
Three times the qualified enquiries. Counted as enquiries the sales team could quote against, not form fills, which is the only measure that means anything when the buying group is this small.
Four years and still running. Continuous since August 2022, through tender cycles that run for months and outlast most campaign calendars.
