Spooner Environment needed to promote lead generation for their division, with a particular focus on increasing qualified leads for their Regenerative Thermal Oxidisers (RTOs). Their website’s digital presence was minimal, with little organic ranking for key industry terms relating to this technology. Given the more immediate business development targets, we determined that a paid advertising approach would be most effective, allowing Spooner to get in front of prospects immediately rather than waiting for organic search improvements.
This type of product-focused campaign was relatively new territory for Spooner, so we recommended executing a multi-channel approach to determine which routes would deliver the best return on investment (ROI). We implemented a dual-pronged paid strategy utilising both PPC and LinkedIn Ads, accompanied by targeted email campaigns to their existing database of engaged prospects.
RTOs are high-cost industrial assets with lifecycles spanning 10-20 years, making this a complex, high-stakes campaign that demanded strategic planning and precise execution.
Following an in-depth discovery session with Spooner, we developed core messaging for the campaign designed to entice businesses actively seeking air pollution solutions.
Through our discussions, we identified two primary messaging pillars that would resonate with their target audience.The first messaging group focused on recent legislation changes and compliance requirements, while the second emphasised sustainability benefits.
These distinct approaches were crafted to speak directly to two core personas: Industrial Directors and Sustainability Managers, each with different priorities and decision-making criteria.
To support these messaging strategies, we created brand-enhanced graphic assets featuring RTOs and compelling imagery of air pollution, ensuring visual consistency across all campaign touchpoints.
We launched two simultaneous LinkedIn campaigns, each tailored to our identified personas. The first campaign utilised legislation-focused messaging targeting Industrial Directors and HSE (Health, Safety & Environment) Managers, while the second campaign employed sustainability messaging aimed directly at Sustainability Managers.
Each campaign audience was meticulously crafted, targeting specific job titles and overlaying them with people based in European companies from high-emitting industries like print and chemical, ensuring we reached prospects with the greatest need for abatement systems.
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The LinkedIn campaigns delivered impressive results that significantly exceeded industry benchmarks.
62,000
Impressions
954
Clicks
2%
CTR
£2
CPC
For our PPC campaigns, we maintained messaging consistency across all channels to reinforce brand recognition and campaign effectiveness.
We conducted comprehensive keyword research to identify the most relevant search terms related to RTOs, carefully selecting niche keywords that still generated meaningful, qualified traffic.
Throughout the six-week campaign period, we continuously optimised performance by refining keyword selection, improving ad copy, and testing various calls-to-action.
This iterative approach resulted in consistent weekly generation of Marketing Qualified Leads (MQLs) with highly relevant enquiries.
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To maximise conversion potential from paid traffic, we developed two dedicated landing pages that aligned perfectly with our core messaging pillars of sustainability and legislation compliance. Each landing page provided detailed information about the innovation behind Spooner’s RTOs and highlighted core benefits relevant to each target persona. The sustainability-focused page emphasised environmental impact reduction and energy efficiency, while the legislation-focused page highlighted compliance advantages and risk mitigation.
To ensure optimal performance throughout the campaign, we implemented comprehensive GA4 event tracking and heatmap analysis on both landing pages. Based on insights gathered through our analytics, we continuously adapted and refined the pages, adjusting content placement, call-to-action positioning, and user experience elements based on actual visitor engagement patterns. This data-driven approach ensured our landing pages evolved to become increasingly effective conversion tools as the campaign progressed.
To maximise conversion potential from paid traffic, we developed two dedicated landing pages that aligned perfectly with our core messaging pillars of sustainability and legislation compliance. Each landing page provided detailed information about the innovation behind Spooner’s RTOs and highlighted core benefits relevant to each target persona.
The sustainability-focused page emphasised environmental impact reduction and energy efficiency, while the legislation-focused page highlighted compliance advantages and risk mitigation.
To ensure optimal performance throughout the campaign, we implemented comprehensive GA4 event tracking and heatmap analysis on both landing pages.
Based on insights gathered through our analytics, we continuously adapted and refined the pages, adjusting content placement, call-to-action positioning, and user experience elements based on actual visitor engagement patterns.
This data-driven approach ensured our landing pages evolved to become increasingly effective conversion tools as the campaign progressed.
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We partnered with Halston B2B to develop a targeted campaign strategy in a specific niche market sector that drove measurable results.
What impressed me most was how they understood our technical solutions, identified the right marketing channels, and executed with precision to deliver significant traffic and tangible leads.
Working with Halston B2B brought fresh thinking and real value to our marketing efforts.
Ian Thornham
Sales & Marketing Director at Spooner Industries
