Generating £150K+ contracts for a Bid Writing Consultancy
Turning High-Intent Searches into Major B2B Leads
Client Overview
The client is a specialist bid writing consultancy that helps businesses win public sector and private sector contracts.
Their services support companies preparing and submitting tenders, framework applications, and complex procurement bids.
Many of these contracts are substantial in value, meaning even a single enquiry can represent a significant commercial opportunity.
The business approached Fruity Llama to generate high-quality inbound enquiries from companies actively searching for bid writing support.
The Challenge
While demand for bid writing services exists, it is also a competitive search space.
Many advertisers target broad marketing terms which generate traffic but not necessarily serious contract opportunities.
The objective was clear:
Generate enquiries from businesses actively preparing bids, where the potential contract value would justify professional support.
The strategy needed to prioritise lead quality over volume.
Our Strategy
Rather than chasing generic marketing searches, we built campaigns focused on high-intent procurement-related searches.
Key elements included:
Targeting businesses already preparing tenders
Campaigns were structured around searches such as:
- bid writing services
- tender writing support
- help with government tenders
- framework application consultants
These terms attract organisations already engaged in the procurement process.
Commercial search intent focus
Ad copy and targeting were designed to appeal to companies with serious contract opportunities, not casual enquiries.
This ensured the leads entering the pipeline were far more commercially valuable.
Continuous optimisation
Campaigns were monitored closely and refined to prioritise the search terms delivering the highest quality enquiries.
This approach helps maintain efficiency while ensuring budgets are spent on searches that produce real business opportunities.
Results
Shortly after launching the campaigns, the client reported a major inbound opportunity generated through Google Ads.
One enquiry alone represented a £150,000+ contract opportunity, highlighting the value of targeting the right searches rather than simply increasing lead volume.
For businesses operating in high-value B2B sectors, a single lead like this can justify months of advertising investment.
Key Takeaways
When PPC campaigns are structured around commercial search intent, the results can be significant.
Rather than chasing vanity metrics like clicks or impressions, this strategy focuses on generating real business opportunities.
In high-value sectors like tender consultancy, even a small number of qualified enquiries can create a powerful sales pipeline.
Looking to Generate High-Value Leads?
If your business relies on winning major contracts or high-value projects, paid search can become a powerful source of new opportunities.
Fruity Llama specialises in helping businesses capture demand from companies actively searching for their services.
Book a PPC audit to see how your current campaigns could be improved.
