B2B Lead Generation Strategy — SharePointPro

Project Overview

Company: SharePointPro
Industry: Microsoft 365 & SharePoint Consulting
Market: Australia (Brisbane, Gold Coast, Sunshine Coast)

Focus: B2B Lead Generation & SEO Strategy
Role: Digital Marketing Manager
Duration: 2025–Present

Objective

Reposition SharePointPro from a generic IT service provider into a specialized Microsoft 365 consulting authority and generate qualified decision-maker leads through SEO and Google Ads.

SharePointPro consulting website developed to attract Australian business decision makers searching for Microsoft 365 consulting services.

Role & Scope

I was responsible for the complete digital marketing strategy and execution for SharePointPro.

Key responsibilities included:

• SEO strategy development
• Google Ads campaign architecture and optimization
• B2B lead funnel design
• website conversion optimization
• analytics implementation using Google Analytics and Tag Manager
• CRM integration for lead tracking

Key Results

• 3,300+ website users acquired
• 61.7% engagement rate
• B2B consulting lead funnel implemented
• SEO authority content created
• Google Ads campaigns optimized for consulting-intent keywords

Google Analytics dashboard showing website traffic growth and user engagement across SharePointPro service and content pages.

Project Outcome

Through a combination of SEO, paid search advertising, and conversion optimization, SharePointPro was positioned as a specialist Microsoft 365 consulting provider targeting Australian SMEs.

The marketing strategy focused on attracting decision-makers searching for consulting solutions rather than general IT support queries, enabling the business to generate higher-quality B2B leads.

Project Scope

• Developed and executed digital marketing strategy
• Managed SEO and search visibility growth
• Structured Google Ads lead generation campaigns
• Implemented GA4 and Google Tag Manager tracking
• Built conversion-focused landing pages
• Integrated marketing funnel with HubSpot CRM

Business Challenge

SharePointPro operates in a highly competitive Microsoft 365 consulting market in Australia. Many competitors position themselves as generic IT support providers, which makes it difficult for business decision makers to identify specialized consulting services focused on governance, automation, and operational stability.

The company needed a clear digital strategy that would differentiate SharePointPro as a specialist Microsoft 365 consultancy, while also generating qualified leads from business owners and operational decision makers rather than low-intent IT support traffic.

At the start of the project, the company faced several digital marketing challenges:

• Limited organic visibility for high-intent consulting keywords
• Website messaging focused too heavily on technical services rather than business outcomes
• Google Ads campaigns attracting support-related searches rather than consulting inquiries
• No structured conversion tracking to measure marketing performance
• Lack of productized service pages designed specifically for lead generation

The objective was to reposition SharePointPro digitally as a strategic consulting authority and build a marketing funnel capable of generating consistent, high-quality leads from Australian businesses seeking Microsoft 365 consulting expertise.

Google Search Console performance data showing search visibility and keyword ranking improvements for SharePointPro service pages targeting Microsoft 365 consulting queries.

Growth Strategy

To position SharePointPro as a specialist Microsoft 365 consulting firm, I developed a digital marketing strategy focused on search visibility, high-intent lead generation, and conversion optimization.

The strategy targeted business decision makers searching for Microsoft 365 consulting services, filtering out low-intent IT support traffic.

SEO Strategy

• Optimized service pages for consulting-intent keywords
• Published technical blogs addressing Microsoft 365 operational challenges
• Strengthened internal linking to support search rankings
• Monitored performance using Google Search Console

Google Ads Strategy

• Rebuilt campaign structure to target consulting-intent searches
• Eliminated low-intent support keywords through negative keyword filtering
• Created segmented ad groups for consulting services and governance audits
• Directed traffic to dedicated lead-focused landing pages

Google Ads search campaign dashboard showing segmented campaigns targeting Microsoft 365 consulting services across Brisbane and the Gold Coast. The lead generation campaign achieved measurable conversions through intent-based keyword targeting and optimized bidding strategies.

Conversion Funnel

• Implemented GA4 and Google Tag Manager conversion tracking
• Built a search-to-landing-page lead funnel
• Integrated lead capture forms with HubSpot CRM

Productized Services

• Introduced structured consulting offers such as SharePoint Stability Assessment and Microsoft 365 Governance Audit
• Positioned services around business risk reduction and operational efficiency

This strategy improved the quality of incoming leads and strengthened SharePointPro’s positioning as a Microsoft 365 consulting authority for Australian SMEs.

Results & Business Impact

The implemented strategy generated measurable improvements in SharePointPro’s search visibility, paid campaign performance, and lead generation capability.

Search Visibility

• 23K search impressions recorded in Google Search Console
• Average search ranking position of 7.5 for targeted service pages
• 301 organic clicks generated from consulting-related searches

Google Search Console data showing 3-month organic search visibility for SharePoint consulting service pages, achieving first-page rankings and steady search traffic growth.

Google Ads Performance

• 7,985 campaign impressions generated across Microsoft 365 consulting campaigns
• 253 clicks from high-intent search traffic
• Average CPC of A$6.66, maintaining cost-efficient acquisition

Lead Generation Impact

• Dedicated lead generation campaign produced 9 qualified leads
• Conversion rate reached 81.82% on the primary consulting campaign
• Cost per conversion approximately A$9.20

Business Outcome

The strategy successfully transitioned SharePointPro from attracting general IT support queries to generating qualified consulting leads from Australian business decision makers, establishing a scalable lead generation funnel for Microsoft 365 consulting services.

Key Achievements

• Achieved first-page search rankings for consulting keywords
• Generated 9 qualified consulting leads
• Built scalable SEO and paid search acquisition funnel

Google Ads campaign performance showing consulting-intent search traffic and lead generation results for SharePointPro’s Microsoft 365 consulting services.

Tools & Technologies

This project leveraged a combination of marketing, analytics, and automation platforms to manage search visibility, campaign performance, and lead generation.

Marketing Platforms

• Google Ads
• Google Search Console
• Google Analytics 4
• Google Tag Manager

Web & Content Tools

• WordPress
• Elementor
• RankMath SEO

CRM & Lead Management

• HubSpot CRM
• Contact form lead tracking

Marketing Disciplines Applied

• SEO strategy
• Paid search advertising
• Conversion funnel design
• Lead generation optimization

Marketing Case Study Summary

This project demonstrates how a structured digital marketing strategy combining SEO optimization, Google Ads campaigns, and conversion funnel design can generate qualified business leads for B2B consulting services.

Through keyword targeting, search visibility improvements, and lead-focused campaign architecture, SharePointPro was able to attract high-intent Microsoft 365 consulting searches from Australian businesses and convert them into qualified inquiries.

The results highlight the impact of data-driven digital marketing strategy, including measurable improvements in search visibility, paid campaign performance, and consulting lead generation.

A short story about my work

I am a Digital Marketing Manager specializing in SEO, paid search, branding, growth, and lead generation strategy for B2B businesses.

My work focuses on building search-driven marketing systems that attract high-intent audiences and convert them into qualified leads. I design marketing funnels combining SEO, Google Ads, analytics tracking, and conversion optimization to support measurable business growth.

Over the years, I have worked with companies across technology, consulting, advertising, and healthcare sectors, helping them improve search visibility, generate leads, and build scalable digital marketing systems.

This portfolio showcases selected projects where strategy, execution, and measurable results come together to drive real business impact.

25+

Successful campaigns managed

30K+

Search impressions generated

Qualified consulting leads generated

9+