50%

3×

Lower Cost Per Lead

More Sales

Afritec

From Wasted Ad Spend to a Stronger Sales Pipeline

Afritec wanted to reach more potential customers without wasting money on people who were unlikely to buy. We rebuilt their advertising and campaign strategy, reached more than 20,000 prospects, and focused the campaigns on bringing in better-quality opportunities while improving the path from click to sale.

Services: Google Ads · Social Media Ads · Campaign Optimisation

Challenge

Afritec Limited wanted to generate more qualified B2B leads, but their existing marketing efforts weren't turning their budget into enough meaningful opportunities.

They were spending heavily across different parts of their marketing without a clear, unified acquisition journey. The challenge was therefore bigger than simply "getting more leads." Afritec needed to put its marketing spend behind the right message, reach the right prospects, and give those prospects a clear path toward becoming a potential customer.

We saw an opportunity to rebuild the campaign around one objective: turning marketing spend into a predictable source of qualified B2B opportunities.

What We Did

We built the campaign from the ground up, connecting the messaging, creative, website, and outreach into one acquisition system.

We started by developing the core web copy, making Afritec's value proposition clearer and giving prospects a stronger reason to engage once they reached the website.

We then developed email copy for prospecting and follow-up, creating a consistent message that could carry the conversation beyond the initial touchpoint.

To generate attention at the top of the funnel, we created video ads and campaign creative designed to put Afritec in front of relevant B2B prospects.

Rather than treating each asset as an isolated deliverable, we built the campaign as a connected journey:

Video ads → Attention → Website → Clear value proposition → Email communication → Qualified opportunity

At the same time, we identified unnecessary marketing spend and focused the campaign around activities that had a clearer connection to lead generation. This allowed Afritec to get more from the budget they were already putting into marketing.

The changes produced a measurable improvement across the campaign.

Afritec generated approximately 25–30 qualified B2B leads while reaching around 20,000 prospects.

The campaign also increased conversion rates by approximately 30% and reduced cost per lead by 50%, helping the business generate more opportunities without continuing to waste budget on ineffective activity.

The campaign ultimately contributed approximately $15K in pipeline and helped drive sales to around 3× their previous level.

25–30
Qualified B2B Leads

20K
Prospects Reached

+30%
Conversion Rate

−50%
Cost per Lead

$15K
Pipeline Generated

3×
Sales vs. Before

The Result

The Outcome

Afritec didn't just end up with a collection of new marketing materials. They had a more efficient acquisition system connecting their messaging, creative, website, and outreach around the same commercial objective.

The result was a campaign that reached 20,000 prospects, generated 25–30 qualified B2B leads, cut CPL by 50%, and contributed approximately $15K in pipeline.

Most importantly, the work translated into business growth: sales reached roughly three times their previous level.

The relationship also continued beyond the original engagement. Satisfied with the work, Afritec went on to refer us to other business contacts — turning one successful client engagement into new opportunities.