GrainKing: How an ABM Strategy Generated 340% More Qualified B2B Leads

GrainKing is an Australian provider of grain handling and agricultural equipment solutions, supporting farmers and agribusinesses with reliable, performance-driven products. Operating in a niche, high-intent B2B market, consistent lead generation and cost efficiency are critical to sustained growth.

Brighta rebuilt GrainKing’s Google Ads account by improving conversion tracking, restructuring campaigns, and refining traffic quality, transforming a plateaued channel into a more scalable and cost-efficient lead generation engine.

The Challenge

Prior to Brighta Group taking over the Google Ads account, GrainKing’s paid media performance had plateaued.

While the campaigns were generating conversions, volume was inconsistent and efficiency was declining. On average, the account was delivering only 3-5 conversions per week, with a relatively high cost per lead.

Key challenges identified included:

  • Conversion tracking that lacked accuracy and reliability
  • Campaign structures not aligned with conversion-focused optimisation
  • Budget allocation spread inefficiently across campaigns
  • Traffic quality impacted by irrelevant search terms and placements

These issues limited the account’s ability to scale while maintaining acceptable CPL benchmarks.

The Objective

Primary Objective:

  • Increase weekly conversion volume through Google Ads

Secondary Objectives:

  • Reduce cost per lead (CPL)
  • Improve traffic quality and conversion reliability
  • Establish a scalable and efficient paid media framework
The Solution

Conversion-Led Google Ads Optimisation

Brighta Group implemented a comprehensive optimisation strategy designed to strengthen the account’s foundations and unlock scalable growth.

The focus was on improving data accuracy, structural clarity, and conversion efficiency, rather than short-term tactical changes.

Implementation Overview

1. Conversion Tracking & Measurement
  • Accurate conversion tracking setup to ensure reliable optimisation signals
  • Ongoing conversion audits to maintain data integrity
2. Campaign & Budget Restructuring
  • Complete campaign restructuring to improve intent alignment
  • Smarter budget allocation across campaigns based on performance
  • Bid strategy adjustments to improve efficiency and stability
3. Keyword & Search Term Optimisation
  • Addition of relevant, high-intent keywords
  • Ongoing negative keyword management to reduce wasted spend
  • Regular search term analysis to identify new opportunities and exclusions
4. Targeting & Placement Controls
  • Location exclusions to remove non-relevant traffic
  • Placement exclusions to limit low-quality exposure
5. Creative & Messaging Refresh
  • Ad copy refresh across all campaigns
  • Updated creative assets and graphics to improve relevance and engagement

Top Results

  • Weekly conversions increased from ~3-5 to 9-12 – Consistent and scalable uplift in lead volume
  • 88 conversions generated in Nov-Dec 2025 at a CPL of AUD 48.75
  • Improved from 53 conversions in Sep-Oct 2025 at a CPL of AUD 81
  • Approximately 40% reduction in cost per lead – Significant efficiency gains alongside volume growth

Results

Lead Generation Performance
  • Strong and consistent increase in weekly conversion volume
  • More reliable conversion data to support optimisation
Cost Efficiency
  • Significant reduction in CPL improved overall ROI
  • Paid media became more scalable and predictable
Strategic Impact
  • Higher quality traffic entering the funnel
  • Cleaner account structure for ongoing optimisation
  • Stronger foundation for sustained Google Ads growth

The Brighta Group Impact

Brighta Group focused on strengthening the core fundamentals of the Google Ads account, data accuracy, structure, and intent alignment.

Through disciplined optimisation, smarter budget control, and continuous auditing, we helped GrainKing significantly improve both conversion volume and cost efficiency, positioning paid search as a reliable growth channel.

Conclusion

Brighta transformed GrainKing’s Google Ads account from a plateaued and inefficient channel into a more scalable, cost-efficient lead generation engine.

By improving conversion tracking, restructuring campaigns, refining targeting, and tightening budget allocation, the account increased weekly conversions from 3–5 to 9–12 while reducing cost per lead by approximately 40%.

The result is a stronger paid search foundation built to support ongoing lead generation and long-term growth.

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