Enterprise software marketing, measured lead by lead.
Central Innovation distributes design and manufacturing software across Australia and New Zealand under more than one product brand. Its buyers are architects, engineers and manufacturers, and a lead is qualified by a sales team well after the click that started it.
Paid media, lead measurement and SEO for Central Innovation.
121 runs the paid programme across Google, Meta and LinkedIn under one senior team. The two product brands are itemised separately, and ad spend is passed through at cost, reported to the cent by brand and by platform.
Lead measurement is first party. Lead events are wired from the website and from Central Innovation's privacy safe leads API into Attributable, then matched to advertising click identifiers. No personal data is needed to make the match, and the platforms are fed from the client's own record of a lead rather than from a form submission on a page.
A standing SEO retainer runs beside the paid engine on the same reporting cadence, so organic and paid are read together each month.
A twelve month partnership review has been delivered, and the engagement is ongoing.
Conversions rose 434 per cent, from 361 to 1,926, while cost per conversion fell 74 per cent, from $189 to $48.
The engagement.
Three platforms, one engine
Google, Meta and LinkedIn under one senior team, two product brands itemised separately, ad spend passed through at cost.
Leads measured server-side
First-party lead events wired from the site and the client’s privacy-safe leads API into the measurement layer, matched by click IDs, no personal data required.
Standing SEO retainer
A continuous organic programme running beside the paid engine on the same reporting cadence.
Paid platforms under one programme
Product brands, itemised to the cent
Partnership review delivered, 2026
What did 121 Group do for Central Innovation?
121 Group ran SEO, paid social and LinkedIn for Central Innovation.
What industry is this B2B services case study in?
Central Innovation operates in B2B services. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach B2B services marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Running a B2B lead engine that has to prove itself?
Thirty-minute call. We’ll review your channels, your tracking and your numbers, and tell you what we’d do differently.
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