Case Study · B2B Confectionery · Demand Generation
Cost per lead cut by two-thirds — leads up by half
Holiday Bar produces branded chocolate, candies and corporate gift sets — a pure B2B business where every lead is a potential bulk order. We rebuilt their contextual-advertising engine around disciplined targeting and relentless testing, and the cost of a lead collapsed while volume climbed.
- Client
- Holiday Bar
- Sector
- Branded confectionery
- Model
- B2B & corporate gifting
- Channel
- Contextual advertising
- Tactics
- Search · Display · Retargeting
- Products
- Chocolate · candy · gift sets
- Focus
- Lead volume & quality
- Engagement
- 2019 – 2022
01 — The Challenge
A niche full of traffic that looks right — and mostly isn't
The client wanted one thing: as many qualified leads as possible. But branded-confectionery search is crowded with keywords that look relevant and quietly drain budget — gift shoppers, recipe seekers and bargain hunters who will never place a corporate order. There's no shortcut here: getting ahead of competitors means patient work on semantics, ad copy, A/B testing and targeting.
02 — The Strategy
Cut the waste, then scale what converts
The plan was simple to say and hard to do: stop paying for the wrong people, sharpen the message for the right ones, and let data — not opinion — decide what scales.
Intent on Search
A clean semantic core with live and "artificial" intent keywords split into their own campaigns to capture buyers actively looking for branded gifts.
Reach on Display
Display-network campaigns widen demand among relevant business audiences — kept separate so performance stays readable.
Recover with Retargeting
Retargeting brings back warm visitors through a long B2B decision cycle, turning earlier clicks into actual enquiries.
03 — Execution
Disciplined builds, measured and tested every week
The work behind the numbers
No single switch produced the result — it came from steady, compounding discipline across the whole account.
- ✓ Tightly defined audience; budget-draining segments identified and cut
- ✓ Reworked semantic core; live and artificial intent split into separate campaigns
- ✓ Relevant ad copy and extensions, continuously A/B-tested
- ✓ Weekly optimization plus traffic & behaviour analysis with site recommendations
04 — The Results
Half the niche noise, double the pipeline
05 — Why It Worked
Three habits that changed the economics
Ruthless about waste
Identifying and cutting the segments and keywords that only attract "passing-by" traffic freed budget for buyers who actually order.
Structured for clarity
Splitting Search, Display, Retargeting and artificial-intent semantics into separate campaigns kept every result readable and optimizable.
Always testing
Continuous A/B testing and weekly optimization compounded small wins into a two-thirds drop in cost per lead.
“Whenever I needed something, he was already on it — always reachable, quick to act, and genuinely easy to work with. The length of our partnership says the rest.”
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