Optimising B2B Lead Generation for a Steel Supplier

ASD Limited

ASD Limited is one of the UK’s leading metal stockholders and processing suppliers, delivering high-quality steel and metal solutions across a diverse range of major industrial sectors nationwide.

Combining extensive stockholding with advanced in-house processing capabilities, ASD supplies tailored steel solutions at scale. With over 70,000 tonnes of stock across 12 sites, ASD is known for helping customers solve complex supply challenges with reliable, high-quality, and cost-effective metal solutions.

The Challenge

During the initial discovery phase, ASD identified three core product areas they wanted to grow, with hot rolled steel emerging as the primary commercial priority for Q1 of 2026.

The challenge was clear: despite having a strong operational capability and a genuinely differentiated hot rolled steel offering, their digital presence wasn’t generating enough high-quality inbound opportunities. This was compounded by limited market awareness of the full scope of their service, particularly following the expansion of hot rolled processing capabilities at their Birkenhead site, meaning many buyers continued to default to standard stock suppliers.

As part of their B2B lead generation strategy, ASD needed to reposition their hot rolled steel solution as the smarter procurement choice, highlighting the value of bespoke sizing, supply flexibility, and reduced operational waste, while ensuring the right decision-makers were finding them at the right stage of the buying journey.

The objective was not simply to increase traffic, but to drive qualified sales enquiries from manufacturers, fabricators, and industrial buyers actively looking for more efficient and reliable hot rolled steel supply.

Lead-Generating PPC Campaigns

Our paid search strategy was built to generate qualified demand for ASD’s hot rolled steel offering by targeting high-intent buyers actively searching for steel supply solutions.

Several ad groups performed exceptionally well, including chequer plates, product spec first and benefits led angles with click-through rates ranging from 8% to over 16%. This significantly outperforms typical B2B manufacturing PPC benchmarks, where average CTRs often sit between 3–6%, highlighting strong alignment between messaging and user intent.

Paid search quickly became a key performance driver within the wider campaign mix, especially for generating measurable enquiries and over 24 high-quality inbound opportunities.

Strategic Email Marketing 

Alongside PPC, we launched a targeted outbound email campaign as part of ASD’s broader digital marketing in manufacturing strategy, designed to support demand generation across key industrial sectors including transport, agriculture, energy, and general manufacturing. Messaging focused on ASD’s ability to deliver cut-to-size hot rolled steel with flexible supply.

The largest campaign segment, Hot Rolled Generic, reached over 3,800 contacts across the campaign, with the second month delivering the strongest performance at a 36.4% open rate. Meanwhile, the dedicated enquiry list achieved an even stronger 47.17% open rate, highlighting high engagement from warmer prospects already further along in the sales pipeline.

This channel helped reinforce campaign messaging, re-engage existing contacts, and support lead generation alongside paid search activity.

High-Converting Landing Page Optimisation

To maximise ASD’s B2B lead generation efforts and improve conversion performance, we created dedicated landing page journeys. supported by Google Analytics, Google Tag Manager, and Hotjar tracking. This allowed us to monitor user behaviour, understand traffic sources, and continuously optimise page structure, messaging, and conversion pathways based on real user interaction.

The Hot Rolled Steel Sheet Supplier page attracted 884 users and 1,115 views between January and March 2026, highlighting strong buyer interest in ASD’s core product offering and validating the campaign’s focus on driving qualified traffic toward high-intent product pages. This page became a key conversion touchpoint, helping turn both organic and paid search traffic into measurable sales enquiries.

Using Hotjar insights alongside GA4 tracking allowed us to refine the landing page experience based on real behaviour, helping improve form completion and strengthen overall lead generation performance.