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32 to 1 Return on Investment on Digital Lead Generation for Manufacturing Company Results in Favourable Acquisition

Andrew Simpson from Aether Automation invited me to his podcast, The Zoho Zone, to share about this incredible performance.

Sales & Expenses Numbers from 1st Year of Working with Proven Results Agency

March to February – 12-month Time Period

$1,395,352.62 - Closed Won Deals dollar amount from Meta Ads (Facebook & Instagram) in Zoho CRM
$ 674,897.89 - Closed Won Deals dollar amount from Google Ads in Zoho CRM

$2,070,250.51 - Closed Won Deals dollar amount from Digital Ads Lead Sources in Zoho CRM


$18,885.01 - Meta Ads (Facebook & Instagram) Spend
$15,445.15 - Google Ads Spend

$34,330.16 - Total Ad Spend

$28,500.00 - Agency Management Fees

$62,830.16 - Total Ad Spend + Management Fees


Return on Ad Spend (ROAS) Formula: (Total Sales $ amount – Total Ad Spend) / Total Ad Spend

72.9 to 1 - ROAS on Meta Ads (Facebook & Instagram) only
42.7 to 1 - ROAS on Google Ads only

59.3 to 1 - ROAS on Total Ad Spend only


Return on Investment (ROI) Formula:
(Total Sales $ amount – Total Ad Spend + Agency Management Fees) / Total Ad Spend + Agency Management Fees
32.0 to 1 - ROI on Total Ad Spend + Management Fees
• Not including indirect sales from people who see or click Meta Ads that advertise their booth at trade shows and then buy at the trade show or from phone/email follow up later

• Not including indirect sales from people who see ads or click on ads and then buy from their local dealer

• 5-20+ touch points happen from initial buying research to making a purchase

Specific Actions We Took to Get This Incredible ROI

  • Over a year before we even worked with this client, we learned that they were deciding on a CRM system and advised them to choose Zoho CRM
    • Easy-to-use interface
    • Low cost per user
    • Robust functionality
    • Excellent integrations
      • Complete native integration with Google Ads
        • Leads & sales sync
      • Native integration with Meta Ads
        • Lead form ads import as leads
        • Manual export of sales from Zoho CRM and upload to Meta Ads
      • Complete native integration with Call Tracking Metrics

  • Automated as much lead data entry as possibly to save sales team time & eliminate data entry errors
    • Set up website visitor tracking for accurate lead source data
    • Set up website to import quote request & contact form leads directly into Zoho CRM
    • Set up Call Tracking Metrics to import phone leads directly into Zoho CRM

  • Configured native Google Ads integration to import leads, qualified leads, and sales data automatically
    • Monitored Google Ads to ensure sales data imported properly
    • Manually imported any sales data that didn't import automatically

  • Configured Meta Ads integration to import leads and qualified leads data automatically
    • Manually imported sales data when automation didn't work
    • Increased the frequency of importing sales data to get accurate data sooner

  • Made changes in ad accounts based on what specific things were driving sales
    • Looked for patterns in ads that were driving sales
    • Paused worst performing campaigns
    • Allocated more budget to the best performing campaigns

Key Takeaways

  1. Advertising on Meta (Facebook & Instagram) is effective, even for B2B companies like manufacturers with 5 or 6 figure products and long sales cycles that can be weeks, months, or years from first contact to closed deal

  2. It is possible to know the exact return on investment of your digital ads that resulted in direct sales that initiated with a click on an ad
    1. It's more difficult to know the ROI of indirect sales from digital ads, but you have a baseline of the direct sales and you can estimate additional ROI on indirect sales

  3. Revealing which specific advertising campaigns, targeting, and ads are driving sales gives you a superpower that your competitors don't have!

End Result

After scaling up leads & sales over a few years, the client’s manufacturing company was acquired at a favourable amount by the market leader in their industry.

The market leader saw the client’s company as a growing competitor that was becoming a legitimate threat to their once comfortable top position in the market.

Free Resources For Companies in Manufacturing

Services We Offer For Manufacturing Companies. . .

Individual Manager Assessment

Identify Strengths &
Weaknesses, Recommend Actions


$995 USD + travel expenses
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Management Team Assessment

Identify Strengths &
Weaknesses, Recommend Actions

$1995 USD + $95/team
member + travel expenses
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Leads & Sales System Audit

Marketing & Sales Funnel,
CRM, Ad Accounts


$1390 USD one-time
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Performance Pulse Advisory

Business Insights & Strategic Advice

$1.4K to $4.6K/month
based on scope & company size
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Done-For-You Service

Complete Lead Generation System

$2K to $7K/month
based on scope & company size
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Do-It-Yourself with Coaching

Complete Lead Generation System

$2.6K to $9.4K/month
based on scope & company size
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George Krahn
Founder & Business Strategist

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