ILLUSTRATIVE CASE · HYPOTHETICAL FIGURES · FOOD MANUFACTURER · 150–250 STAFF · 5 WEEKS
81% of ad traffic aimed at foreign buyers left before finding a product page; once the catalogue was complete, cost per lead fell to a third.
An illustrative case written with hypothetical figures; no client, brand or product names. Real cases from December 2026.
CONTEXT
A food manufacturer moving into export runs English-language ads for B2B buyers in Europe. Clicks, no forms. The agency says “Europe is competitive”. The question: targeting, or the landing page?
MEASUREMENT
Ad account, GA4 (set up during the audit), on-site search logs and B2B platform profiles were reviewed; the path from landing pages to product pages to the form was counted step by step. Growth 360 before: Attract 2.4 · Capture 2.0 · Close 2.8 · Measure 2.2. Broken link: Capture (Web and Conversion 1.7).
FINDINGS
01
Ads land on a product group, but 58% of the English product pages carry no price band, MOQ (minimum order quantity), certification or shelf life. 81% of visitors leave without a second page.
02
Four of the five most-searched on-site terms (halal, BRC, shelf life, MOQ) appear on no page; the search returns empty.
03
Of 41 people who filled the form, 29 were Turkish-speaking buyers; most of the English ad budget went to an audience already reachable.
ACTIONS
AFTER 90 DAYS
Exit rate 81% → 44%. Monthly foreign forms 41 → 117; cost per lead down to a third. The first sample request came on day 90; no order yet — the B2B cycle is long, measured again at month six. Unchanged: the Turkish-speaking buyer share is still high (48%); targeting will be narrowed again. Growth 360 after: Capture 2.0 → 3.2 · Attract 2.4 → 3.0.
Run the same measurement on your company.
These findings sit under Quick Scan questions 3, 2 and 8; the sector depth is in the Food Pack.