CASE STUDY
Oceanbotics
From Spam Leads to Sales-Qualified Pipeline in 30 Days
How Market Lead rebuilt Oceanbotics’ entire digital strategy to deliver a 1,176% increase in leads while cutting cost per lead by 94%.
Client
Oceanbotics
Industry
B2B / Underwater ROV Manufacturing
Services
Google Ads, Meta Ads, Landing Pages, Data
Markets
Global (Military, Government, Commercial)
1,176%
94%
2,400%
2%
A World-Class Product Drowning in Spam Leads
Oceanbotics manufactures underwater remotely operated vehicles (ROVs) for military, search and rescue, commercial marine, and research operations. Their vehicles are used by Boeing, the Alaska Marine Highway System, and police departments worldwide. The product is world-class. The marketing wasn’t.
Despite significant ad spend, their previous 90-day benchmark told a painful story: just 50 leads total, most of which were spam or hobbyists with no commercial intent. Cost per lead ranged from $180 to $400. The conversion rate sat at 0.6%.
The core problem wasn’t the product or the market — it was that the advertising strategy had no mechanism to separate serious commercial buyers from curious hobbyists. Every dollar was being spent acquiring leads that would never convert to a six-figure sale.
Rebuild Everything Around One Principle: Quality Over Quantity
Market Lead conducted a strategic audit with the Oceanbotics team and identified that the entire advertising infrastructure was misaligned with their B2B/B2G sales goals. The setup wasn’t generating the wrong volume of leads — it was generating the wrong type.
The strategy was built on a single principle: every element of the funnel — from ad creative to form design to algorithm training — needed to filter for commercial intent. Instead of casting a wide net and hoping for the best, we built a system that actively repelled unqualified leads and attracted serious buyers.
The Key Insight
By excluding hobbyist and individual leads from Meta’s conversion tracking, we retrained the algorithm to optimize exclusively toward commercial buyers. The algorithm stopped showing ads to curious individuals and started finding military procurement officers, marine operations managers, and government contractors.
Four Pillars That Transformed the Pipeline
From Noise to a Global Sales Pipeline
Within 30 days, Oceanbotics went from struggling to cut through a crowded market — flooded with cheap competitors and spam leads — to running a precision-targeted global sales pipeline.
The rebuilt strategy delivered 200 commercially-qualified leads at $25 each, compared to 50 mostly-spam leads at $180–$400 over the previous 90 days. More importantly, every lead now showed clear commercial intent: military procurement, government contracts, commercial marine operations.
Notable leads generated include a Boeing executive, the Alaska Marine Highway System ($183K quote), and international dealer inquiries — all from a system designed to find exactly these types of buyers.
The approach has since scaled internationally, with campaigns running across multiple countries and product lines including the new compact SRV8C vehicle targeting a broader market segment.
Let’s Build Your Pipeline
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