The Challenge

Sukabumi operates in a niche, competitive B2B market where lead quality matters far more than lead volume. While early campaigns generated steady demand, not all leads translated into meaningful sales opportunities.

By early 2025, performance trends revealed a growing problem:

• SQL volume declined
• Cost per SQL increased sharply
• Broad targeting attracted lower-value buyers

The core challenge wasn’t traffic.

It was attracting the right buyers — contractors, architects, and designers — at scale.

The Approach

Built to Win by Redefining the Buyer

Rather than continuing to optimize around surface-level metrics, GoRizen led a strategic pivot based on SQL and revenue data.

Strategic Shift: Contractor-Only Focus

Data analysis showed that contractor-type clients (architects, designers, commercial buyers) produced:

• Higher SQL rates
• Larger order potential
• Stronger downstream revenue impact

The strategy was re-centered entirely around this audience.

Refined Targeting & Messaging

• Replaced broad keywords with commercial-intent search terms such as:
  
  • commercial swimming pool tiles

• • pool tile supplier

• • wholesale pool tile

• Updated Meta Ads targeting to focus on job titles and professional roles
  
• Rebuilt messaging and landing pages to emphasize:
  
  • Bulk orders

• • Wholesale pricing

• • Samples and specifications

• • Contractor-friendly workflows
    
    

Geographic & Channel Testing

• Tested and refined geographic markets including:
  
  
  • South Florida

• • Caribbean Islands (high-quality contractor demand)
• • California and Texas (paused when performance underdelivered)
    
    
• Continued to leverage Meta Ads for scale, with Google Ads supporting higher-intent conversion paths

All decisions were guided by SQL quality and cost efficiency, not raw lead counts.