Case study · Google Ads · SEO · CRO
How Anchor Safety turned clicks into high-quality B2B leads
A conversion-led lead generation system that brought in 255 qualified business leads in six months.
255
qualified leads in 6 months
£17.23
average cost per conversion
25–30%
sales team’s target lead-to-customer rate
The client
Anchor Safety is one of the UK’s leading PPE providers for workplaces. More than a supplier, they partner with businesses to deliver safe, sustainable and fully compliant safety solutions, from respiratory protection to behaviour-based safety initiatives.
The challenge
Anchor’s high-value services, such as respiratory protection (RPE), need expert consultation, and the ecommerce side of the site wasn’t generating meaningful revenue. They needed something very specific: high-quality, marketing-qualified leads their sales team could confidently follow up.
What we did
We built a conversion-led lead generation system focused on quality over quantity:
- SEO support for higher-value categories such as RPE
- A gated lead magnet on industrial respiratory safety
- Custom landing pages, continuously improved through conversion rate optimisation (CRO) testing
- Google Ads tailored to attract businesses, not individuals
- Ongoing performance monitoring and optimisation, in close collaboration with Anchor’s team
The results (6 months)
The campaign generated 255 high-quality leads, each captured through a form that qualified prospects by business size and interest in respiratory protection, at an average cost per conversion of £17.23. The sales team’s target was to convert 25–30% of these leads into meetings and paying customers.
The steady stream of qualified enquiries gave Anchor the confidence to scale, and laid the foundations for their new in-house marketing team to take over a system that was already working.
Free marketing consultation
Let’s turn your clicks into clients.
Want leads your sales team will thank you for? Let’s build a strategy that brings in the right people at the right time.