- Google Ads
- Conversion Tracking
- SEO
- Landing Pages
IVM Inc.
More than 2x qualified pipeline — on the same ad spend
- Industry
- IT vending machines & smart device lockers
- Market
- IT and operations teams, enterprise & mid-market
- Sales motion
- Considered B2B hardware, quote-driven
- Program
- Paid search + SEO, ongoing
The Challenge
IVM builds smart vending machines and device lockers that put IT equipment where employees actually work — a category where the buyers are IT directors with a specific problem and a budget. Every quote request is worth real pipeline, so the paid program lives or dies on lead quality, not click volume.
The opportunity: connect ad spend to pipeline tightly enough to optimize toward the inquiries that become deals — and own the searches IVM's best buyers make, in paid and organic at the same time.
The Strategy
Make every dollar traceable
Conversion tracking rebuilt end to end, with lead outcomes connected back to campaigns — so optimization pushes toward inquiries that become quotes and deals, not just form fills.
Concentrate spend on what converts
Negative keyword architecture, geographic cleanup, and match-type discipline. Budget flows to the campaigns and queries with a record of producing qualified pipeline.
One offer per landing page
Landing pages rebuilt around a single offer and a single call to action, matched to the search that brought the visitor.
Turn paid learnings into organic rankings
The queries that converted in PPC became the SEO roadmap. The terms IVM's buyers search most — IT vending machines, smart device locker systems — became dedicated organic targets.
Report pipeline, not platform metrics
The scoreboard is qualified leads, deal-stage opportunities, and pipeline dollars — the numbers a hardware business actually runs on.
Same ad budget as last year. More than double the qualified pipeline — $541K of it, tracked lead by lead.
The Results
(Client CRM + Google Ads, 2026 year-to-date vs. same period prior year)
With tracking rebuilt, the same budget started buying different clicks — fewer, better, and traceable all the way to deal stage. Year-to-date, the program has produced more than double the qualified pipeline of the same period last year, with ad spend held flat.
- 2x+
- Qualified pipeline
- 124
- Google Ads leads
- 59
- Qualified
- $541K
- Pipeline potential
vs. same period last year, same spend
year-to-date
15 already in deal stage
year-to-date
The two searches that matter most
IVM's highest-intent commercial terms — from unranked to #1 within three months of the SEO layer launching
| Keyword | Before | After |
|---|---|---|
| IT vending machines | Unranked | #1 |
| smart device locker system | Unranked | #1 |
Before and after
| Metric | Before | After |
|---|---|---|
| Qualified pipeline from digital | Baseline | 2x+ — same ad spend |
| Google Ads leads, year-to-date | — | 124 |
| Qualified / in deal stage | — | 59 / 15 |
| Pipeline potential, year-to-date | — | $541K |
| IT vending machines · smart device locker system | Unranked | #1 in three months |
How it unfolded
Phase 1
Tracking rebuild: every campaign wired to lead outcomes before a dollar of spend moved.
Phase 2
Waste cut and budget reallocated to the campaigns producing qualified quotes.
Phase 3
SEO program launches on the proven-converter queries. Within three months, IVM ranks #1 for its two most important terms.
Today
124 Google Ads leads year-to-date, 59 qualified, 15 in deal stage — $541K in pipeline potential, on flat spend.
Why it worked
Tracking is the strategy. Until spend maps to pipeline, optimization is guesswork. The rebuild didn't add budget — it redirected the budget that was already there toward inquiries that close.
PPC is a keyword lab for SEO. Paid search proved which queries produce quotes before a single organic page was written. That's why the organic program hit #1 on the money terms in months, not years.
B2B hardware buys on intent, not impressions. A handful of high-intent searches drive this category. Owning them — in paid and organic simultaneously — is worth more than any amount of reach.
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