How ABS Egypt doubled qualified leads at 38% lower cost

ABS Egypt sells security and smart building technology. The company had a strong operation and a respected name in its market. The website gave none of that away. It ran on a generic template, loaded slowly, and carried thin content. Buyers researching suppliers on Google met competitors first.

Most inquiries came from referrals and repeat business. That is a comfortable position until a competitor starts ranking. Paid campaigns covered the gap, but every lead cost more than it should have. The landing experience then wasted the spend.

Both sides agreed on the diagnosis before we touched a single ad. The website was the bottleneck. Search was the channel nobody in the category had worked properly. That framing decided the whole program.

We ran a full technical audit first. It cleared the crawl errors, redirect chains and index bloat that had kept Google at a distance. Keyword research came next. We mapped the queries with genuine buying intent and grouped them into clusters. That map then set the new site architecture.

Content was the slow part. We rewrote every service page with the numbers a procurement team asks for. That means coverage, standards, integration options and lead times. Thin pages lose in B2B search, because the reader is comparing suppliers rather than browsing.

Then we rebuilt the site page by page around those clusters. New templates load fast on mobile and pass Core Web Vitals. Quote forms and click to call shortened every inquiry path. Nothing on the new site asks a buyer to hunt for a phone number.

Two workstreams ran in parallel rather than in sequence: our technical SEO program and our conversion first website builds. We also pointed the paid media account at the new landing pages. Ad spend and organic growth then reinforced each other instead of competing for the same click.

• Ran a full technical audit and cleared the crawl errors, redirect chains and index bloat that had kept Google at arm’s length
• Rebuilt the website page by page around commercial keyword clusters, with the architecture mirroring how buyers search
• Rewrote every product and service page with the specification-level detail procurement teams look for
• Shipped fast, mobile-first templates that pass Core Web Vitals, and shortened every inquiry path with quote forms and click-to-call
• Aligned the paid media account to the new landing pages so ad spend and organic growth reinforced each other

Qualified leads grew 147%, more than double the volume ABS Egypt saw before the engagement. Cost per lead fell 38% over the same period. Organic search moved from an afterthought to the busiest channel the company has.

With landing pages finally pulling their weight, blended return on marketing spend reached 4.6x. That number matters more than any ranking screenshot. It ties the work to revenue rather than to visibility.

The growth also compounds. Rankings hold, and the site that earned them belongs to ABS Egypt outright. Other programs on our success stories page follow the same order. Fix the technical base, rebuild the pages buyers land on, then let paid media work harder on top.

If you run a technical or industrial business in Egypt, the pattern transfers. Start with the site, because paid media planning only pays back when the page behind the ad converts. Sequence is the whole lesson here.