Top Marketing Agency Cape Town | Digital Marketing & Web Design
Google Ads Case Study: Occupational Hygiene – Industrial Hygiene Consultants
How Cape Marketing Agency Generated 67 Qualified Leads and R238,250 in Revenue Through Google Ads
A data-driven digital marketing approach designed to generate consistent, high-quality leads for a Cape Town-based occupational hygiene business.
Campaign Overview
Industrial Hygiene Consultants provides occupational hygiene and workplace health and safety services to businesses operating across industrial, commercial and high-risk working environments.
Cape Marketing Agency developed and managed a targeted Google Ads Search campaign to connect Industrial Hygiene Consultants with businesses actively searching for occupational hygiene and related consulting services. The campaign focused on high-intent search terms, geographic targeting and ongoing optimisation to generate qualified enquiries while maintaining control over advertising costs.
The objective was to turn Google search demand into measurable business results by generating qualified leads and converting those opportunities into revenue.
Campaign Results
Key Metrics:
- Google Ads Spend: R31,501.52
- Total Revenue Generated: R238,250
- Revenue Recovery on Marketing Spend (ROAS): 86.78%
- Total Leads Generated: 67
- Leads Converted: 17
- Sales Conversion Rate: 25.37%
- Average Cost Per Lead: R470.17
The Challenge: Building a Lead Pipeline for a New Business
Starting a new business comes with a fundamental challenge: finding customers and generating consistent revenue before the company has an established brand, referral network or customer base.
Industrial Hygiene Consultants needed to establish itself in a specialised B2B market and reach companies actively looking for occupational hygiene and workplace health and safety services. Rather than relying solely on referrals or waiting for organic marketing channels to develop, the business needed a measurable way to generate qualified enquiries and build an initial sales pipeline.
The challenge was therefore to use Google Ads to create immediate market visibility, reach high-intent prospective clients and turn a controlled advertising budget into leads, new customers and revenue.
Our Approach: Building the Digital Foundation for Growth
Cape Marketing Agency assisted Industrial Hygiene Consultants in building the digital foundation needed to launch the business professionally and start generating new business opportunities.
1. Logo & Brand Identity
We developed a professional logo and visual identity for Industrial Hygiene Consultants, giving the new business a credible brand that could be used consistently across its website, marketing material and digital platforms.
2. Website Development
We designed and developed a professional, conversion-focused website that clearly communicates the company’s occupational hygiene services and provides prospective clients with an easy way to enquire.
The website also created the digital foundation required to support future marketing and Google Ads campaigns.
3. Google Ads & Lead Generation
Once the brand and website were established, Cape Marketing Agency launched targeted Google Search Ads to reach businesses actively searching for occupational hygiene and related services.
The campaigns focused on high-intent keywords, relevant geographic targeting and ongoing optimisation to turn Google search demand into qualified enquiries and new business opportunities.
Performance Insights
The Google Ads campaign demonstrated that paid search could become an effective lead generation channel for Industrial Hygiene Consultants, helping a newly established business reach companies actively searching for occupational hygiene services.
With a total Google Ads spend of R31,501.52, the campaign generated 67 qualified leads at an average cost of R470.17 per lead. Of these enquiries, 17 converted into paying clients, representing a 25.37% lead-to-sale conversion rate.
These conversions contributed R238,250 in revenue, demonstrating how a focused Google Ads strategy can help a specialised B2B service business build its customer base and generate measurable revenue during its early stages of growth.
The results also highlight the importance of looking beyond clicks and impressions. By tracking leads, conversions and revenue, Cape Marketing Agency was able to measure Google Ads against actual business performance rather than advertising metrics alone.
Client Feedback
“Cape Marketing Agency has been fantastic to work with! They nailed my website and are handling my marketing with real creativity and professionalism. Highly recommend them to anyone looking for quality and results!!”
— Armand Botha, Industrial Hygiene Consultants
About Industrial Hygiene Consultants
Industrial Hygiene Consultants is a South African occupational hygiene consulting business that helps organisations identify, assess and manage workplace health risks. The company provides specialised occupational hygiene services to businesses operating in industrial, commercial and other working environments where employee health and regulatory compliance are important.
Industrial Hygiene Consultants works with businesses that require professional support in understanding workplace exposure risks and maintaining healthier, safer working environments.
Conclusion
This case study demonstrates how combining a high-performing website with a targeted Google Ads strategy can create a scalable and predictable lead generation system.
By aligning website design with search intent and continuously optimising campaigns, Cape Marketing Agency successfully helped The Green Zone grow its revenue and improve marketing performance.
Cape Marketing Agency specialises in Google Ads and PPC services for occupational health, safety and specialised B2B consulting businesses, helping companies such as occupational hygiene consultants, health and safety consultants, environmental consultants and other professional service providers generate qualified business leads through paid search.
Cape Marketing Agency forms part of the My SME group of companies.