From Start-Up Concept to R238,250 in Revenue
Business Strategy | Brand Development | Website Development | Google Ads
Campaign Overview
Industrial Hygiene Consultants approached My SME as a new business entering a specialised and highly regulated industry.
The business needed more than simply a website or advertising campaign. It needed a clear strategy, professional positioning and a digital foundation that could help establish credibility and attract potential customers.
My SME helped Industrial Hygiene Consultants build the business from the ground up — from business strategy and market positioning through to brand development, website development and targeted Google Ads.
The objective was to create the right foundation first, and then use marketing to connect the business with organisations actively looking for its services.
Key Results
Key Metrics:
- Google Ads Spend: R31,501.52
- Total Revenue Generated: R238,250
- Revenue Recovery on Marketing Spend (ROAS): 86.78%
- Total Leads Generated: 67
- Leads Converted: 17
- Sales Conversion Rate: 25.37%
- Average Cost Per Lead: R470.17
The Challenge
Building a Strong Foundation for a New Business
When Industrial Hygiene Consultants launched, the business was entering a highly technical industry where professionalism, credibility and trust were important when approaching potential clients.
Although the company had a specialised service offering, it needed to establish itself in the market and create a professional presence that clearly communicated what it offered.
My SME identified four key areas that needed to be addressed.
- No Defined Business Strategy
The business needed a clear understanding of its target market, service offering, corporate positioning and route to market.
- Establishing Industry Credibility
As a new business operating within the occupational health and industrial hygiene sector, it needed a professional corporate identity and brand positioning that could help establish trust and credibility.
- Creating a Lead Generation Channel
The business needed a professional website that clearly communicated its services and created a structured pathway for potential customers to make enquiries.
- Connecting Marketing to Business Performance
A digital framework, conversion tracking and performance measurement were required to understand how marketing activity was contributing to enquiries, sales and revenue.
The challenge was therefore not simply to advertise a new business.
It was to build the foundations that would allow the business to enter the market and start generating measurable commercial activity.
Our Business Growth Strategy
A Five-Step Journey from Strategy to Income
My SME implemented a structured approach to build Industrial Hygiene Consultants from the ground up.
Step 1 – Business Strategy
My SME developed a business and marketing strategy tailored to the occupational health and industrial hygiene industry, identifying the target market, positioning, service packages and route to market.
Step 2 – Brand Development
My SME developed a professional corporate identity and positioning to establish credibility, trust and authority in a specialised industry.
Step 3 – Website Development
A professional, conversion-focused website was developed to clearly communicate the company’s services, improve user experience and make it easy for potential customers to enquire.
Step 4 – Google Ads
Targeted Google Ads campaigns were launched using high-intent keywords and geographic targeting to reach organisations actively searching for relevant services and generate measurable opportunities.
Step 5 – Sales
Conversion tracking, campaign measurement and lead management helped track enquiries and connect marketing activity to actual business outcomes.
The Results
From Start-Up to Measurable Revenue
The results demonstrate the value of approaching start-up growth as a complete business-development process rather than treating advertising as a standalone activity.
With R31,501.52 invested in Google Ads, Industrial Hygiene Consultants generated R238,250 in revenue.
The campaign generated:
- 67 leads
- 17 converted sales
- 25.37% sales conversion rate
- R470.17 average cost per lead
- 86.78% revenue recovery on marketing spend
The 17 converted sales represented more than a quarter of the leads generated, demonstrating that the marketing activity was producing measurable commercial opportunities for the new business.
More importantly, these results were supported by the broader foundation that had been developed around the business — including its strategy, positioning, brand and website.
Client Feedback
“They have been fantastic to work with! They nailed my website and are handling my marketing with real creativity and professionalism. I highly recommend them to anyone looking for quality and results!!”
— Armand Botha, Industrial Hygiene Consultants
About Industrial Hygiene Consultants
Occupational Hygiene & Workplace Health Services
Industrial Hygiene Consultants provides professional occupational hygiene services, including workplace monitoring, assessments and compliance support.
The company helps organisations identify and manage workplace health risks through specialised occupational hygiene services.
Website: https://industrialhygiene.co.za/
The My SME Business Growth Journey
Industrial Hygiene Consultants is an example of how My SME approaches the development of a new business.
Instead of beginning with advertising alone, the process started by establishing the foundations required for the business to enter its market with greater clarity and credibility.
The journey:
- Business Strategy: Establishing the target market, positioning and route to market.
- Brand Development: Creating a professional identity designed to establish credibility.
- Website Development: Building the digital platform needed to communicate the company’s services.
- Google Ads: Connecting the business with organisations actively searching for relevant services.
- Sales & Measurement: Tracking enquiries and connecting marketing activity to commercial outcomes.
The result was a start-up with a clearer business strategy, professional brand, established digital presence and a measurable lead-generation channel.
Conclusion
From Strategy to Measurable Business Growth
The Industrial Hygiene Consultants case study demonstrates how a new business can move from concept to measurable commercial activity when strategy, branding, website development and marketing are treated as connected parts of the same growth process.
With R31,501.52 invested in Google Ads generating R238,250 in revenue, the business established a measurable route from online search to enquiries and sales.
The campaign generated 67 leads and 17 converted sales, achieving a 25.37% sales conversion rate.
But the value of the project extends beyond the advertising results.
My SME helped Industrial Hygiene Consultants establish the strategy, brand and digital foundation needed to enter the market, while creating a marketing system capable of generating measurable business opportunities.