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Cleveland Wire Cloth · Manufacturing
Spend went up 67%. Cost per lead went down 38%.
$172 to $106
cost per lead, May to August, while monthly spend rose 67%
A wire cloth manufacturer in business since 1914 found the way engineers and buyers shortlist a supplier now, and built a pipeline it can count, staff and forecast against.
A maker with a deep reputation, and demand that had moved online
Cleveland Wire Cloth has woven wire cloth since 1914. Aerospace-certified, full-range, and known by name to the engineers who buy it. The reputation was never the problem.
Engineers writing specs and procurement managers sourcing filtration media do their homework long before they pick up the phone. They search mesh count, opening size, alloy and certification, and they shortlist from what they find. CWC was winning the work it was invited to bid on. It was never seeing the shortlists it missed.
When you can’t count the pipeline, you can’t grow it on purpose.
Build the presence engineers search, and count every lead
We started where the buyer starts. Technical SEO and content written in the language engineers use: mesh count, opening size, alloy, certification. Pages built so a search for a spec lands on the page that answers it.
Then we made all of it countable. Conversion tracking on every form and every call, so every lead is logged, sourced and graded. That mattered more than it sounds, because this buyer phones. Calls are where this pipeline shows up.
One rule shaped the whole build: accuracy. CWC’s engineering team reviews every technical claim, and they will flag anything that overstates a spec. A page that gets a tolerance wrong costs more trust than it earns traffic.
The results
A pipeline you can see, and plan around
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$172 to $106
cost per lead, May to August, on 67% more spend
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10 to 27
monthly conversions across the same period
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0 to 56
tracked calls a month, December to August
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56
quote requests in eleven weeks, with zero spam
Tracked calls a month, paid and organic combined. December had none. August had 56, split 20 paid and 36 organic.
The trajectory tells it better than any single month. In December this account had no tracked calls at all. By August it was running 56 a month, and the A-graded share held steady while the volume nearly doubled, which is the part that matters. Growth that arrives as junk is not growth.
None of it is a spike to point at. It’s a machine that runs, and one CWC can read.
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