Results
- Total generated leads in 1 week: 185
- Total B2B resolved leads in 1 week: 16
- 5 direct email responses and meeting from B2B file
- 31% response rate in week 1
Departments
Sales and Marketing Team
About Scottsdale Construction Systems
Scottsdale Construction Systems designs, engineers, and manufactures cold-formed steel framing systems for commercial and residential construction. Their buyers are contractors, developers, and builders evaluating framing options on long consideration cycles, often across multiple territories.
The Challenge
Google Ads was the primary traffic driver for the site, segmented by territory and service line. The campaigns brought in qualified visitors. Almost none of them filled out a form.
Paid search was working. The measurement was not.
Over 30 days, $1,810 in ad spend produced 9 form fill leads, a cost per lead of $201. The traffic reports showed far more activity than that, but the sales team had no way to act on it. Everyone who researched the site and left without converting was invisible.
That gap is not unique to Scottsdale. The majority of qualified traffic on any B2B site leaves without identifying itself, which means the sales team only ever sees the small fraction willing to fill out a form.
The Solution
Resolving paid search traffic to real people
Scottsdale deployed the Untitled ID Tag on their site. The tag resolves anonymous visitors against a person-level identity graph and returns the individuals behind the sessions their ads were already paying for, along with business attributes on each one.
They tightened the paid search targeting first so the traffic being resolved matched their ICP, then let the tag run against it. Instead of a session count, the sales team got a list of named prospects tied to specific campaigns and territories.
Turning identified visitors into outbound
Scottsdale routed the resolved B2B records into email campaigns. Within the first week they received 5 direct replies from prospects asking about their services, one of which converted to a meeting.
Untitled provided Scottsdale with one platform that connects identification, audience building, and activation under one subscription.
The Results: 548 additional leads over the same 30 days
Below is a comparison of the results the Untitled ID Tag provided to Scottsdale for a United States audience over a 30-day period.
| Metric | Before Untitled ID Tag | After Untitled ID Tag |
|---|---|---|
| Named leads identified | 9 | 548 |
| Lead source | Form fills only | Form fills plus resolved visitors |
| Google Ads spend | $1,810 | $1,810 |
| Untitled platform cost | Not applicable | $1,500 |
| Cost per named lead | $201 | $5.94 |
Cost per named lead is calculated on total cost. Before: $1,810 in ad spend across 9 form fills. After: $1,810 in ad spend plus $1,500 in platform cost across 557 total identified leads.
Same ads, same budget, same 30 days. The difference is how much of the traffic Scottsdale could actually see and act on. Blended across both costs, the effective cost per named lead went from $201 to roughly $6.
97% Decrease
in cost-per-named lead
59X Lift
in named leads identified
How Scottsdale Uses the Data
Restructure the existing bullet list into the identify, build, activate arc so it maps to current positioning:
Identify
- Capture qualified visitors from paid search who researched products but never filled out a form
- Append firmographic and contact attributes to existing HubSpot records
Build
- Assign top-tier leads to the sales rep who owns that territory
- Build ideal customer profiles by comparing shared attributes across closed deals
Activate
- Push net new leads into HubSpot nurture flows
- Load resolved audiences into paid campaigns as custom audiences
- Use verified business addresses for direct mail
Get the Same View of Your Traffic with Untitled
If your paid search is delivering qualified visitors who never convert, the leads are already there. Untitled connects identity, audience building, and activation in one platform, so the people your ads reach become audiences you can act on across paid, owned, and offline channels.
