Trisoft entered the UAE market with a clear objective: generate qualified B2B enquiries for their functional acoustic coverings and validate commercial demand in a new geography. Despite a strong product offering, they had never run Google Ads before and lacked the data, tracking, and local benchmarks needed to make paid search work efficiently. With no existing campaigns and a strict requirement to avoid residential inquiries, they needed a structured approach to enter the market without wasting budget.

Within just four months, we transformed Google Ads into a reliable B2B acquisition channel. By deploying a bottom-of-funnel search strategy, building conversion-focused landing pages, and implementing offline B2B lead qualification, Trisoft generated 137 enquiries, of which 112 were verified commercial leads.

The Challenge

Trisoft’s UAE expansion presented structural challenges common to B2B manufacturers entering a new market.
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Entering an Untested Market
There was no historical performance data, no keyword benchmarks, and no indication of how local buyers would search for functional acoustic solutions.
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Starting From Zero in Paid Search
No existing Google Ads account, no landing pages, and no prior campaign learnings meant the entire acquisition system had to be designed from the ground up.
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Strict Commercial-Only Requirement
Consumer and residential enquiries would immediately dilute performance. Capturing only commercial decision-makers was essential to maintaining an efficient cost per lead.

The Strategy

Lead Ember implemented a controlled, bottom-of-funnel Google Search approach built specifically for B2B demand validation.
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1. Intent-Led Campaign Segmentation
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Campaigns were structured by product category (baffles, clouds, partitions, wall panels) and commercial application (offices, sustainable buildings, large-scale developments).

This allowed search intent to be matched directly to commercial use cases, improving relevance and reducing wasted spend from early-stage or consumer searches.
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2. Landing Pages Built for Commercial Buyers
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Dedicated landing pages were created for different buyer profiles and applications.

Rather than showcasing products generically, each page emphasized:

• Commercial use cases
• Technical suitability
• Enquiry intent over browsing

This helped qualify leads before they ever reached the sales team.
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3. Offline Conversion Tracking for B2B Qualification
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To prevent Google from optimizing toward unqualified form submissions, only verified B2B enquiries were uploaded back into Google Ads using offline conversion tracking.

Once enough data was collected, Smart Bidding was trained to prioritize traffic that historically resulted in genuine commercial conversations — a critical step in a specialist manufacturing niche.

The Result

Within four months of launch:

• 137 total enquiries generated
• 112 qualified B2B leads (82% qualification rate)
• Average CPL of AED 229 for qualified enquiries
• RFPs received from major regional organizations, confirming enterprise-level interest
• Campaign budgets scaled incrementally as lead quality remained consistent

The campaign validated demand while maintaining cost efficiency from the outset.

Key Takeaways for B2B Manufacturers

Market entry does not require historical data. Bottom-of-funnel Google Ads can validate demand quickly when tracking is implemented correctly.
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Segmentation drives efficiency. Structuring campaigns around product and application prevented budget waste.
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Qualified leads attract enterprise clients. RFPs from established organizations validated both targeting and positioning.
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The system is repeatable. The same framework can be applied to other B2B manufacturers entering the UAE.