Generating high-value B2B leads for a global leader in cremation and incineration equipment — reaching the right decision-makers in a niche, high-stakes market through precision-targeted paid media.
Matthews Environmental Solutions UK is a subdivision of Matthews International Corporation – a multi-billion dollar global business with over 75 years of experience and more than 5,000 installations across seven continents. As world leaders in cremation equipment, waste incineration systems, and flue gas abatement technology, they operate across the EU, USA, Middle East, and Australia. Despite an exceptional product offering and a globally recognised brand, their digital marketing was not generating consistent, qualified inbound leads from the high-value decision-makers responsible for procurement in their target sectors. In a niche, high-consideration B2B market — where a single contract can be worth over £1 million — reaching the right person, with the right message, at the right time required a more targeted approach.
Matthews Environmental Solutions operates in a highly specialist sector. Their buyers — procurement managers, facilities directors, and government officials across crematoria, healthcare, waste management, and defence — are not easily reached through broad digital channels.
Organic methods and word-of-mouth alone were too slow to generate the pipeline required in key strategic markets. Without a targeted paid media strategy, valuable decision-makers were simply out of reach.
Buyers are spread across multiple specialist sectors — crematoria, hospitals, military, and waste facilities — each with different procurement structures and decision-makers.
With contract values exceeding £1 million, decisions involve multiple stakeholders, long consideration periods, and precise timing – making early-stage awareness critical.
Despite global operations, Matthews lacked a structured digital strategy to build awareness with cold prospects in priority geographic markets.
Standard search PPC and social advertising lacked the targeting depth to reach buyers by seniority, industry, and geography simultaneously.
B2B display and text ad formats carry very low average click-through rates, requiring campaign precision to achieve above-average performance.
We analysed Matthews' existing customer base to identify shared characteristics — job seniority, industry, company type, and geography — and used these to build detailed prospect profiles for targeting.
Research confirmed LinkedIn as the primary channel — offering unmatched ability to target by job title, seniority, sector, and location, placing ads directly in front of qualified decision-makers.
Working closely with the Matthews sales team and drawing on previous campaign data, we identified the messages and value propositions that resonated most strongly with each audience segment.
Rather than running generic awareness campaigns, we built the strategy around a deep understanding of who Matthews' buyers are, where they operate online, and what messages would compel them to act. Every targeting decision was driven by data, not assumption.
With the audience profiled and the messaging refined, we deployed a structured LinkedIn advertising campaign designed to place strategic brand messages directly in front of key procurement decision-makers — efficiently and at scale.
LinkedIn Advertising
Campaigns built on LinkedIn's advanced targeting — filtering by job title, seniority, company size, industry, and geography — to reach the exact decision-makers Matthews needed in front of.
Audience Expansion
Tailored copy was developed for each audience segment, with messages and propositions refined continuously based on engagement data and sales team feedback.
Ad Copy & Messaging
Campaigns built on LinkedIn's advanced targeting — filtering by job title, seniority, company size, industry, and geography — to reach the exact decision-makers Matthews needed in front of.
Spend Optimisation
Campaign budgets were actively managed and redistributed toward the highest-performing segments — reducing wasted spend and improving cost-per-impression and cost-per-click over time.
Performance Monitoring
Ongoing analysis of CTR, impression share, and cost metrics allowed rapid iteration — ensuring the campaign consistently performed above platform benchmarks.
Over three months, Matthews' brand message was placed in front of key decision-makers at relevant target businesses more than 721,000 times — with each impression costing less than a cup of coffee per 1,000 views.
Through continuous optimisation and audience refinement, monthly campaign spend was reduced by 37% while maintaining and improving reach and engagement with priority audiences.
B2B text ads on LinkedIn typically achieve between 0.012% and 0.030% CTR. The campaign surpassed this benchmark, reaching a peak of 0.04% CTR in month three — a strong result in a low-CTR environment.
With each click representing a potential connection to a multi-million pound contract opportunity, an average CPC of £5.36 delivered exceptional return on investment by any commercial measure.
The campaign fundamentally changed what Matthews Environmental Solutions could achieve from their digital marketing — moving them from passive brand awareness to active, measurable engagement with their most valuable prospects.
Over 721,000 targeted impressions placed in front of procurement leads, facilities directors, and senior operators — audiences that were previously unreachable through organic methods alone.
A 37% reduction in monthly spend was achieved without sacrificing reach — demonstrating the compounding value of audience refinement and data-led optimisation over the campaign lifecycle.
In a market where a single deal can exceed £1 million, even modest improvements in CTR and qualified engagement translate into exceptional pipeline potential relative to ad spend.
With audience profiles established and campaign mechanics proven, the strategy provides a scalable framework for Matthews to expand paid targeting into additional geographies and sectors.
By combining deep audience research with LinkedIn's B2B targeting capabilities, AsOne helped Matthews Environmental Solutions break through one of the most challenging barriers in industrial marketing: reaching niche, high-value decision-makers at scale. The results demonstrate that in a low-CTR, high-consideration B2B environment, precision targeting and continuous optimisation deliver measurable commercial value — even with reduced spend. For businesses where a single contract justifies an entire campaign budget, paid B2B media done right is not a cost. It's an investment.
