How Anchor Safety Turned Clicks Into High-Quality B2B Leads

Case Study

  • The Company

    Anchor Safety is one of the UK’s leading PPE providers for workplaces. But they’re more than just a supplier, they partner with businesses to deliver safe, sustainable, and fully compliant safety solutions. From respiratory protection to behaviour-based safety initiatives, Anchor’s team provides technical guidance and inventory systems that go beyond product alone.

  • The Challenge

    Despite having a wide range of products available online, Anchor Safety’s high-value services, such as respiratory protection (RPE) require consultation. Customers need expert guidance to choose the right solution, and the ecommerce side of the site wasn’t generating meaningful revenue.

    Anchor needed something very specific: high-quality, marketing-qualified leads that their sales team could confidently follow up with.

  • Our approach

    We created a strategy focused on lead generation through targeted SEO, Google Ads, and conversion optimisation. Key elements included:

    SEO support for higher-value categories like RPE

    A fully gated lead magnet focused on industrial respiratory safety

    Custom landing pages built to convert – continuously improved through CRO testing

    Google Ads tailored to attract businesses, not individuals

The Strategy

We took a strategic, conversion-led approach focused on quality over quantity. By combining targeted SEO, Google Ads, and smart conversion rate optimisation (CRO), we built a lead generation system designed to attract the right kind of businesses, not just drive traffic. Every step, from keyword targeting to landing page design, was shaped by data, user behaviour, and close collaboration with Anchor’s internal team.

  • Using tools like Hotjar, we monitored click behaviour, user journeys, and time-on-page to iterate fast and improve performance. Early signs showed the leads weren’t the right fit – many sole traders and small operators were coming through. So we adjusted the:

    • Ad copy and keywords to target larger businesses

    • Form fields to qualify leads by company size and industry

    • Page messaging to resonate with B2B buyers needing a consultative approach

    Everything was built collaboratively – working with Anchor’s developer, graphic designer, and copywriter to ensure every touchpoint aligned.

  • The success of the campaign hinged on having a high-converting landing page. We built a dedicated page tailored specifically to Anchor Safety’s target audience, with messaging focused on consultation and compliance rather than just product features. Through tools like Hotjar and Google Analytics, we monitored user engagement, heatmaps, and drop-off points. We ran several iterations—tweaking the layout, form structure, and CTA placement—to improve performance. We also added qualification fields to the lead form, helping Anchor filter out unqualified leads before they hit the sales team’s inbox. The result was a clean, informative, and conversion-optimised page that consistently delivered the right kind of enquiries.

  • We used Google Ads to specifically target decision-makers searching for workplace safety solutions. Rather than focusing on broad, high-volume terms, we honed in on intent-driven keywords that aligned with Anchor Safety’s consultative services, such as "RPE consultancy" and "workplace respiratory protection." We excluded consumer-based queries and adapted the ad copy to speak directly to procurement teams and HSE managers. Over time, we refined the targeting based on conversion data, and introduced negative keywords to filter out sole traders and irrelevant traffic. This ensured budget was only spent attracting high-quality leads that matched Anchor’s ideal client profile.

  • We continually reviewed and refined performance. Using a combination of Google Ads data, Google Analytics, and Hotjar insights, we tracked everything from keyword performance and cost per lead to user flow and engagement on the landing page. Regular bi-weekly check-ins with the client meant we could review lead quality in real time and make agile decisions. We adjusted keyword targeting, bid strategies, ad copy, and page elements as needed—ensuring the campaign stayed tightly aligned with Anchor’s goals. This test-and-learn approach helped maximise budget efficiency and deliver a stream of high-quality leads.

The results

Over six months, the campaign generated 255 high-quality leads, each captured through a carefully structured form that qualified prospects by business size and interest in respiratory protection. With an average cost per conversion of just £17.23, the campaign not only delivered quantity, it delivered the right kind of leads. The sales team are targeted with a conversion rate of 25–30%, turning leads into meetings and paying customers.

This consistent stream of well-qualified enquiries gave the team the confidence and structure to scale, and the campaign ultimately laid the foundations for Anchor Safety’s new in-house marketing team to take over a system that was already working.

Let’s turn clicks into clients

Want leads your sales team will thank you for? Drop us a message and let’s build a strategy that brings in the right people, at the right time.