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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:

Web Sports Infra 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 and three times the qualified enquiries, on an account running since August 2022.

Outcomes

10X Average
Return On Ad Spend
3X Qualified
Enquiries
Four Years
Still Running
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Category: Manufacturing & B2B
Client: Web Sports Infra
Industry: Manufacturing & B2B – Sports Infrastructure
Platform: WordPress
Services: Google Ads, Meta Ads, Lead Generation, WhatsApp Marketing
Engagement: August 2022 – ongoing
Location: Pan-India
Note

Why it works: when one order can cover a quarter of spend, the account should be judged on quotable enquiries. Lead volume in B2B is a vanity number.

  • Average ROAS
    10
    X
  • Qualified Enquiries
    3
    X
  • Years, Still Running
    4
    +