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CASE STUDY · health care & lab sciences · B2B Lead gen

Hamilton: Turning a webinar into a 44% lower cost per lead

Hamilton is a global B2B leader in laboratory automation, robotics, liquid handling and process analytics. The challenge was to increase lead volume while making Google's existing acquisition activity more efficient. R17 introduced two Google Ads campaigns built around an on-demand webinar, using product-specific creative to capture interest from relevant audiences. The campaign exceeded its KPI and reduced average Google cost per lead by 44%.

Outperformed

CPL target set

44%

decrease in CPL

The situation

Hamilton provides high-performance laboratory and automation solutions to the life sciences and biotechnology industries. Its products span liquid handling, process analytics, robotics and automated storage. For a business operating in such a specialised B2B market, the challenge was not simply generating more clicks. R17 needed to find a way to turn relevant industry interest into identifiable leads while improving the efficiency of Google's existing lead-generation activity.

The call

Use expertise as the reason to convert

Rather than relying solely on product-led advertising, R17 used Hamilton's existing expertise as a lead-generation asset. An on-demand webinar became the central lead magnet. The strategy was designed to give potential customers a reason to engage with Hamilton's content while creating a conversion opportunity for the business.

The work

Put the right content behind the right acquisition channels

01

Turn the webinar into a lead magnet

We positioned Hamilton's on-demand webinar as the key conversion point. This gave prospects valuable, topic-specific content in exchange for their details and created a stronger reason to engage than a direct product advertisement.

02

Launch two Google campaigns

R17 introduced two Google Ads campaigns using Performance Max and Demand Gen. Both were designed to drive increased lead volumes by directing relevant users towards the webinar.

03

Match creative to the subject matter

Instead of using generic brand advertising, the campaigns used static assets provided by Hamilton that were tailored to specific products and aligned with the webinar topic. This helped connect the advertisement with the content users were being encouraged to consume.

04

Optimise against the commercial KPI

The objective was not simply to increase traffic to the webinar. The campaigns were measured against lead-generation performance. The result exceeded the KPI and brought down the average Google CPL substantially.

The results

More efficient B2B lead generation

  • 44% lower cost per lead
  • KPI exceeded
  • 2 Google Ads campaigns
  • Webinar-led acquisition
R17 Ventures AG has greatly improved our CTR and CVR, reduced our CPL, and greatly improved our lead, MQL, and customer generation. We’ve hit a 30% CTR, dropped the CPL way below our goal, and increased lead generation by more than 100%.Overall, R17 Ventures AG has helped us secure a way bigger budget than what was initially planned. They’ve also helped us be at the top-performing BUs of our company and reach our sales goal target.
Matenidis Charalampis
Digital Marketing Manager

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