The Problem
Cambrian Packaging is a UK supplier of rigid packaging. Their product range covers plastics, glass, closures, and spray heads and serves industries from food, automotive and more recently personal care. As a purely B2B business, their website is designed to generate leads that are then passed directly to the sales team.
Before working with Avante Media, the reports Cambrian’s were receiving only showed surface-level activity such as form fills, phone clicks and spec sheet downloads. While these events are important to track, alone they do not provide an accurate representation of ROI.
“We can’t capture ROI through eCommerce, so it’s a bit more difficult,” explained Alex from Cambrian . “Previous reports were based on conversions like form fills or phone clicks, but that’s not an accurate factor to report on. Someone could download the same spec sheet multiple times – it doesn’t tell you much.”
In short, Cambrian needed a way to see the full picture, from marketing spend to quoted opportunities and closed deals.
Our Strategy
Avante Media partnered with Cambrian to create a data-driven marketing framework that aligned Google Ads and SEO activity directly with real business metrics: leads, quoted leads and sales.
We onboarding by integrating our own bespoke tracking system with Cambrian’s CRM, to link leads to quoted opportunities and sales. Using this data our expert team built an in-depth strategy, focusing on high value quotable opportunities and Cambrian’s own business goals.
- We launched highly targeted paid search campaigns that struck the right balance between Cambrian’s wider growth goals and attracting genuinely high-value leads.
- We built a content strategy designed to improve search rankings and Cambrian’s visibility across key industries.
- To keep everything transparent, we introduced live dashboards that gave the team a real-time view of spend, lead value, and ROI.
To make sure insights turned into action, we set up regular check-ins to review performance and share clear, data-backed recommendations for ongoing improvement.
Alex shared that the collaboration process itself was a key differentiator from other agencies:
“You guys took the time to understand our processes and how we work,” Alex said. “Previously, because we did everything externally, we just went with what we were told instead of having a lot of input ourselves. You’ve helped us find that balance – using your knowledge but still achieving what we want, not just chasing quick wins.”
