Progetto Noleggi is a relatively new brand, but a profitable one in the B2B market for designing, renting and selling climate control solutions, especially in Tuscany.

As demand contracted during the two years of the pandemic, the company needed to open up to the national market, particularly heavy industry. Its first advertising investments had underdelivered, while organic traffic, though growing, wasn't generating the short-term boost in demand the company was hoping for.

The Petrolgas group has worked with Cantiere Creativo for years, in a digital partnership now spanning a decade. Building on that relationship, Progetto Noleggi asked Cantiere Creativo's marketing team to help set up lead generation campaigns that would deliver tangible results on a sustainable budget from day one.

The first step was to create an easily replicable and editable template, designed specifically to convert leads into customers.

Thanks to the site's modular nature, made possible by its headless architecture, iterating on UX and visuals took just a few hours of development, freeing the marketing team and Progetto Noleggi to focus on content and final presentation.

A study of B2B buying habits in the target market helped narrow the scope of the content, and provided key input for choosing the best search keywords for the lead generation goals.

This work, done before writing a single line of landing page copy, let Cantiere Creativo approach the creative phase with fewer doubts and unknowns, saving time and money at every later stage.

Many landing pages strip out any navigation to other pages, for the understandable fear of distracting users from the main action they're meant to take.

For Progetto Noleggi's landing pages, we decided to remove the navigation menu but add a selection of products linked from the official website, relevant to the page content and useful for learning more.

Not only did this choice not increase the bounce rate, it increased average session duration and pages per session. With a campaign conversion rate almost double the industry average (3.8%), the choice paid off.

We created 9 different ad campaigns, with modular ads highly optimized for the market and search intent. Cantiere Creativo and Progetto Noleggi worked together weekly to cut out the noise and make sure the budget wasn't spent on wrong or off-target search queries.

The result is a 10:1 ROAS, with ten euros earned for every euro spent on advertising, and new users who don't bounce right away but browse the products section before converting into leads.

Thanks to years of shared work, Progetto Noleggi knows it can have a new conversion-ready campaign built in just a few days, with setup costs well below the industry average.

What's more, thanks to shared know-how and accounts it owns, Progetto Noleggi can create its own landing pages and ads in the future, with no difficulty or friction.