Pannest
Logistics & Supply Chain — Surface & Cold Chain Logistics
MY ROLE & SCOPE
THE CHALLENGE
Generate qualified B2B logistics enquiries for surface express and cold chain pharma dispatches while controlling Cost Per Lead (CPL).
THE STRATEGY & APPROACH
Search intent mapping for B2B cargo & pharma transport
Granular keyword segmentation by shipping route & cargo type
Conversion-focused landing page alignment and form tracking setup
Negative keyword filtering to exclude low-value consumer queries
PERFORMANCE INTELLIGENCE
THE SHIFT (BEFORE VS AFTER)
CAMPAIGN EXECUTION TIMELINE
RESEARCH
Target audience intent & competitor benchmarking
BUILD
Campaign architecture & conversion tracking setup
LAUNCH
Controlled ad deployment across target platforms
OPTIMIZE
Bid adjustment, negative targeting & creative iteration
SCALE
Budget reallocation to high-ROAS & low-CPL segments
MEASURE
GA4 attribution and monthly ROI performance reporting
PERFORMANCE RESULT & IMPACT
"Established a consistent flow of qualified B2B logistics inquiries across cold chain and express shipping routes at target CPL."
WHAT I LEARNED
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