The short answer: build a page for every way your buyer searches, qualify on the form, and measure lead-to-contract, not lead count. Two named Australian cases below.
Start where B2B buyers already are: search
A shipper looking for freight capacity between Melbourne and Sydney, or a financial adviser comparing investment platforms, searches for it. Those searches are the highest-intent B2B leads you can get, and they cost nothing per click once you rank.
The work is to publish a page that answers each commercial query properly, then make the page convert.
One page per commercial query
Ofload's buyers search by lane and freight type. We built more than 240 interstate freight-corridor pages, such as Melbourne to Sydney, each with the lane's service details and logistics service schema. Google top-three positions on commercial freight terms rose from 16 to 148, and page-one terms from 82 to 490.
The same principle applies to any B2B platform: list the questions a buyer types before they call a sales team, and give each one a page that answers it better than anyone else.
Qualify on the form
A B2B form should collect what sales needs to prioritise the lead: company, volume, timing, location. Ofload's lane quote form converted at 1.8% before the work and 5.4% after, and lead-to-contract conversion rose from 12.5% to 28.2%, because the leads arriving were the right ones.
North qualified adviser enquiries before handing them over: 88% of leads passed qualification, and cost per qualified adviser lead fell from AUD 450.00 to AUD 280.00.
Apps count as a lead channel
Both platforms also depend on an app. For Ofload we built native carrier apps (Swift for iOS, Kotlin for Android) replacing a hybrid build; installs rose from 1,150 to 6,700 a month and the average store rating from 3.4 to 4.6 stars.
For North, investor app installs rose from 1,800 to 5,100 a month after app store listing work. App store search is a second search engine; treat the listing like a landing page.
Follow-up inside the Spam Act
Australia's Spam Act 2003 requires consent, clear sender identification and a functional unsubscribe for commercial electronic messages, including follow-up emails and texts. Build consent capture into the form, identify the business in every follow-up, and make unsubscribing work. Our Australian Privacy Act and Spam Act checker walks a follow-up sequence through the rules.
Results
| Client | Metric | Before | After |
|---|---|---|---|
| Ofload | Enterprise shipper leads a month | 95 | 420 (4.4×) |
| Ofload | Organic clicks a month | 19,200 | 88,400 (4.6×, Q4 2025 run-rate) |
| Ofload | Lead-to-contract conversion | 12.5% | 28.2% |
| North (AMP) | Qualified adviser leads a month | 95 | 380+ (4.0×) |
| North | Cost per qualified adviser lead | AUD 450.00 | AUD 280.00 (−38%) |
| North | Organic adviser sessions a month | 24,000 | 74,000 (3.1×, Q4 2025 peak) |
Both periods: January–December 2025. See how we run it on our performance marketing service in Australia, our SEO service in Australia and custom software and app development.
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Published by shakalakaa team · Editorial standards