Case Study · B2B Manufacturing
More revenue. Stronger ROI. We scaled paid search and built the infrastructure to prove it.
5x Return on Paid Search
Revenue from paid ads significantly exceeds investment with results compounding every quarter
New Channel Growth With BING
Bing Ads emerging as a meaningful customer acquisition channel where none existed before
Full Data & KPI Visibility
Live KPI and sales tracking built from scratch, giving the entire revenue team a single source of truth
The Problem
When we started working with Airfloat, their marketing had untapped potential. Paid search was running at minimal spend, but there was no data infrastructure to evaluate performance or guide investment decisions. There was no visibility into which channels were driving customers, no defined KPIs, and no reporting cadence to align sales and marketing around shared goals.
Our task was to build on existing success and scale revenue. We needed to develop systems to measure, maintain, and track the results.
Business problem
Airfloat had no way to connect marketing activity to sales outcomes. Without live data or structured reporting, investment decisions were made without evidence. The sales team had no shared visibility into pipeline performance, making it impossible to identify which leads were closing and where they came from.
Beyond data, there was a messaging problem. Airfloat’s products can serve a remarkably wide range of industries and applications, but that versatility was not being communicated clearly to prospects. There were no targeted landing pages, no audience-specific messaging, and no content helping new prospects understand how and where these products could work for them.
"Sotto is fantastic! They helped us get clarity on what marketing was working, what wasn't, and where to direct our energy. They created clear and actionable data, marketing content, and more. We’ve seen great returns on marketing spend in only a few months. Holly and her team are the most responsive and data driven marketing group I've worked with. 10/10!"
Our Approach
Before scaling anything, we needed to understand what was working. We started with a full audit of all marketing campaigns, focusing on their primary platform, paid search. This information helped us draft a strategic plan with KPIs.
| 1 | Audit & Baseline We analyzed all existing paid search performance — campaign data, cost-per-click, conversion signals, and customer acquisition patterns. This gave us a clear starting point and directly guided strategic decisions. We identified that Google was delivering strong returns even at low spend, which set the direction for what came next. |
| 2 | Paid Search Strategy & Scaling The data showed that our Paid Search Ads had a high ROI year after year, which allowed us to increase our budget to drive revenue. The result was immediate: revenue generated from paid search exceeded the total annual ad spend within the first quarter of 2026. We also expanded into Bing Ads and began seeing conversions from a channel that had been inactive 3 years ago. |
| 3 | Content & Landing Page Development We created content to showcase the versatility and flexibility of Airfloat products, making it clear how many industries they can serve. We also built focused landing pages to explain the products to prospects who were viewing them for the first time, removing obstacles and giving prospects the education needed to make a buying decision. |
| 4 | Targeted Audience Campaigns We developed targeted ads and content for Airfloat’s highest-value buyers, most likely to benefit from Air Skids and Lift Glides. Rather than broad campaigns, we built audience-specific messaging that spoke directly to the problems these products solve, increasing conversions for the people most likely to buy. |
| 5 | Data Infrastructure & Reporting Cadence We built a Power BI dashboard that pulls live KPI and sales data, providing real-time visibility into performance. We also established a regular reporting and meeting cadence with the director to review marketing metrics and align on decisions. Airfloat went from no data infrastructure whatsoever to a fully operational, daily-use reporting system that supports decisions at every level of the revenue team. |
Results
Paid Search ROI
Revenue generated from paid search significantly exceeds ad investment
CONSISTENT GROWTH YEAR OVER YEAR
Bing Ads Converting
A new customer acquisition channel delivering real results
BING HAS BECOME WIDELY USED
Communication Alignment
Established regular cadence between marketing and sales leadership
COMMUNICATION ESTABLISHED
Full Data Visibility
From zero metrics and KPIs to a live dashboard used every day
DATA-DRIVEN DECISIONS DAILY
The key change at Airfloat was not just the rise in advertising budget, but the marketing system. Scaling paid search without data systems to measure it would have been a guess. Instead, every dollar invested in 2026 has been visible, trackable, and justifiable.
That’s what turns a strong quarter into a sustainable program.
Key Takeaways
By identifying Google Ads as a high-ROI opportunity before scaling, we avoided the trap of spending more to learn less. The data told us where to go before we committed to the budget.
Building the reporting infrastructure in parallel meant the sales team had live visibility, and leadership could make confident investment decisions based on real performance — not instinct. Bing becoming a converting channel again after years of nothing is proof that clearer systems expose opportunities you didn’t know you were missing.
Equally important was the work done to clarify Airfloat’s value to new audiences. Products require clear communication. The combination of targeted landing pages, audience-specific campaigns, and content that explains real-world applications turned interest into intent then into customers.