CASE STUDY
Oceanbotics
Oceanbotics
From Spam Leads to Sales-Qualified Pipeline in 30 Days
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%.
How Market Lead rebuilt Oceanbotics’ entire digital strategy to deliver a 1,176% increase in leads while cutting cost per lead by 94%.
Industry
Industry
B2B / Underwater ROV Manufacturing
B2B / Underwater ROV Manufacturing
Services
Services
Google Ads, Meta Ads, Landing Pages, Data
Google Ads, Meta Ads, Landing Pages, Data
Markets
Markets
Global (Military, Government, Commercial)
Global (Military, Government, Commercial)
Increase in Leads
Increase in Leads
1,176%
Reduction in CPL
Reduction in CPL
94%
Conversion Rate Increase
Conversion Rate Increase
2,400%
Meta CTR Achieved
Meta CTR Achieved
2%
The Challenge
Challenge
The Challenge
Challenge
The Challenge
Challenge
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.
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%.
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.
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.
METRIC
METRIC
METRIC
BEFORE MARKET LEAD
BEFORE MARKET LEAD
BEFORE MARKET LEAD
AFTER (FIRST 30 DAYS)
AFTER (FIRST 30 DAYS)
AFTER (FIRST 30 DAYS)
CHANGE
CHANGE
CHANGE
Total Leads
Total Leads
Total Leads
50 (over 90 days)
50 (over 90 days)
50 (over 90 days)
200
200
200
+1,176%
+1,176%
+1,176%
Cost Per Lead
Cost Per Lead
Cost Per Lead
$180 – $400
$180 – $400
$180 – $400
$25
$25
$25
–94%
–94%
–94%
Conversion Rate
Conversion Rate
Conversion Rate
0.6%
0.6%
0.6%
15%
15%
15%
+2,400%
+2,400%
+2,400%
Lead Quality
Lead Quality
Lead Quality
High % spam / hobbyists
High % spam / hobbyists
High % spam / hobbyists
Clear commercial intent
Clear commercial intent
Clear commercial intent
Qualified
Qualified
Qualified
Our Approach
Approach
Our Approach
Approach
Our Approach
Approach
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.
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 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.
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.
Execution
Execution
Execution
Execution
Execution
Execution
Four Pillars That Transformed the Pipeline
Landing Page
Built on a proven high-conversion wireframe
Multi-step form designed to filter for commercial intent and arm the sales team
Auto-play video hero section matching Meta ad creative
Military, government, police, and commercial testimonials
Product comparison table vs. competitors
CTAs in every section to maximize conversion points
Landing Page
Built on a proven high-conversion wireframe
Multi-step form designed to filter for commercial intent and arm the sales team
Auto-play video hero section matching Meta ad creative
Military, government, police, and commercial testimonials
Product comparison table vs. competitors
CTAs in every section to maximize conversion points
Google Ads
Advanced segmentation by search intent and funnel stage
Comprehensive negative keyword lists filtering low-intent traffic
Optimization toward keywords that generated actual quotes and sales
Structural overhaul to maximize spend efficiency
Removed all low-quality searches, clicks, and leads at the account level
Google Ads
Advanced segmentation by search intent and funnel stage
Comprehensive negative keyword lists filtering low-intent traffic
Optimization toward keywords that generated actual quotes and sales
Structural overhaul to maximize spend efficiency
Removed all low-quality searches, clicks, and leads at the account level
Meta Ads
Video-only creative strategy — no static images (2% CTR vs. 0.8–1% benchmark)
3 campaign types per country: Retargeting, Prospecting Broad, Prospecting Targeted
Each audience in its own ad set for full transparency
Excluded hobbyist/individual leads from conversion tracking
Algorithm retrained to optimize toward commercial buyers only
Meta Ads
Video-only creative strategy — no static images (2% CTR vs. 0.8–1% benchmark)
3 campaign types per country: Retargeting, Prospecting Broad, Prospecting Targeted
Each audience in its own ad set for full transparency
Excluded hobbyist/individual leads from conversion tracking
Algorithm retrained to optimize toward commercial buyers only
Data & Feedback Loop
Real-time lead analytics dashboard for immediate quality feedback
High-intent lead data fed back into ad accounts as conversion signals
Full attribution: ads → audiences → campaigns → leads → quotes → sales
Budget allocation driven by actual downstream revenue, not vanity metrics
Data & Feedback Loop
Real-time lead analytics dashboard for immediate quality feedback
High-intent lead data fed back into ad accounts as conversion signals
Full attribution: ads → audiences → campaigns → leads → quotes → sales
Budget allocation driven by actual downstream revenue, not vanity metrics
The Outcome
Outcome
The Outcome
Outcome
The Outcome
Outcome
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.
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.
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.
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.
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.
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