CASE STUDY
Ductless fume hoods and lab air purification for research and industrial labs
Rowley, Massachusetts
• 1-year salesperson.com client
• Google Ads and SEO overhaul that filled a $1.5M pipeline on $183K of spend
$1.5M
Total sales pipeline generated
3-4x
LTV multiplier extending each closed deal
$183K → $1.5M
Ad and SEO spend converted to pipeline
Results measured across 9 months of active investment.
8× return on ad and SEO spend
Every dollar of ad and SEO spend returned $8 in pipeline.
From kickoff to first measurable results. 1-year partnership and counting.
• CEO
• Director of Strategy
• Design Director
• Editorial Director
• Front End Web Developer
• Back End Web Developer
• Project Coordinator
Sales rep calendar appointments doubled within the first month of the engagement.
The Challenge
Erlab makes capital equipment. Ductless fume hoods, chemical storage cabinets, PCR hoods, and lab air purification for research and industrial labs. The buyers are lab managers and facilities directors who spend months evaluating specs, safety certifications, and total cost of ownership before they sign a purchase order. Getting buyers to the website is one job. Getting the right ones there is a different job.
The existing Google Ads program was doing the first job badly. Budget was going to broad-match keywords and generic terms that pulled in students, curious researchers, and people shopping for used equipment on the resale market. The SEO program had the same problem in a different form. It was ranking Erlab for outdated terms that no longer matched how modern lab buyers search, and the traffic it did drive rarely turned into a sales conversation.
When new leadership joined Erlab, they had worked with salesperson.com at a previous manufacturer and knew what a properly run paid search and SEO program looked like. The existing agency team was replaced within weeks. Salesperson.com was brought in to triage the account, fix the obvious problems first, and rebuild what needed rebuilding.
The OUTCOME
$1,498,710
Total sales pipeline generated across closed and open deals.
$327,880
Deals already closed and won, with lifetime value 3-4x that figure.
8x
Return per dollar of ad and SEO spend across the pipeline.
The first thing salesperson.com did was stop the bleeding. Broad-match keywords were killed. Generic terms that were pulling in tire kickers were paused. The Google Ads budget dropped 60%, and the qualified lead volume went up. Sales rep calendar appointments doubled within the first month.
The SEO work took longer because SEO always does. But once the outdated keyword targeting was replaced with the terms lab managers and facilities directors use when they're sourcing equipment, the traffic that arrived at the site started converting. $183,000 in combined ad and SEO investment over 9 months produced $1,498,710 in sales pipeline. $327,880 of that pipeline has already closed. Every dollar of ad and SEO spend returned $8 in pipeline.
The pipeline number understates the real return, because Erlab's business runs on lifetime value. A closed hood or cabinet sale is the beginning of a customer relationship, not the end. Filters, service contracts, replacement parts, and follow-on purchases push the lifetime value of each closed deal to three to four times the initial contract. On the $327,880 already closed, that projects to roughly $1M to $1.3M in eventual revenue. On the full $1.5M pipeline, the eventual number is considerably larger.
IN THEIR WORDS
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