Turning Digital Marketing Into a Lead Generation Engine
Building a multi-channel digital acquisition system for Indian Register Quality Systems (IRQS) to drive ISO certifications, training enrollments, and explosive webinar growth.
The campaign generated 8,064+ total leads and over ₹1.02 Cr in reported revenue across 3 months.
About IRQS
Indian Register Quality Systems (IRQS) is an Indian certification body and a division of IRCLASS Systems and Solutions Pvt. Ltd., which is a subsidiary of Indian Register of Shipping. IRQS provides ISO certification and management-system training services.
Moving From Traditional Marketing to Digital Lead Generation
Limited Digital Experience
IRQS had primarily grown through word-of-mouth and conventional marketing.
No Established Acquisition System
The business wanted to generate revenue online but needed a structured approach to digital marketing.
Lead Generation
IRQS needed a consistent flow of potential customers through digital channels.
Cost Per Lead
The campaign needed to generate leads while improving acquisition efficiency.
Time-Sensitive Webinar
A major campaign objective was to generate 1,000+ webinar registrations/leads within 10 days.
How do you transition a traditional ISO certification brand into a digital lead generation engine without an existing online funnel?
Build an integrated multi-channel strategy combining SEO, conversion landing pages, PPC search ads, and Facebook webinar campaigns.
What Rankraze Set Out to Achieve
Increase Leads & Conversions
Generate more qualified prospects through digital channels.
Increase Revenue
Turn digital campaigns into measurable business revenue.
Reduce CPL
Improve the efficiency of paid acquisition.
Generate 1,000+ Webinar Leads
Drive at least 1,000 registrations/leads within 10 days for the webinar campaign.
SEO + Landing Pages + PPC + Social Media
The campaign was built around multiple digital channels rather than depending on a single source.
Building the Organic Foundation
Rankraze began with an SEO-first approach and worked on improving the website's visibility, traffic and user experience.
Key Activities
SEO RESULTS
These figures are reported on the existing IRQS case-study page.
Turning Traffic Into Registrations
The webinar campaign required a dedicated conversion experience. Rankraze created two landing pages and experimented with variations to identify a stronger-performing version.
Existing ISO 9001 Lead Auditor Training Page
Fully Responsive Conversion-Focused Landing Page
Focus Areas
Capturing High-Intent Audiences
With the landing pages ready, Rankraze launched PPC campaigns designed to generate webinar registrations and qualified traffic.
Target Audiences
PPC APPROACH
Competitor Keyword Research
Competitor keywords were used to understand relevant search behaviour and identify opportunities.
Conversion Tracking
Campaign performance was monitored through conversion data.
Continuous Optimization
Ads and targeting were refined based on campaign performance.
Controlled Scaling
Campaigns were initially started at a smaller scale and expanded after positive performance was observed.
Performance Metrics
The above figures are the PPC-specific results reported on the published case study.
Expanding the Webinar Campaign
Facebook advertising was used to reach and engage relevant audiences and drive webinar signups.
Target Markets
Creative Approach
The 10-Day Challenge
That means the campaign generated more than twice the original 1,000-registration objective.
This is one of the strongest individual proof points in the entire case study.
3 Months. Measurable Digital Growth.
| Metric | Result |
|---|---|
| Leads Generated | 8,064+ |
| Revenue Generated | ₹1.02 Cr |
| Ad Spend | ₹14.6 L |
| Reach | 6.32 Million |
| Webinar Registrations | 2,354 in 10 Days |
| Top 10 Keywords | 23 |
| Total Website Visitors | +15% |
| Organic Traffic | +9% |
| PPC Traffic | +67% |
| PPC Leads | +147% |
| PPC CPL | -30% |
Transformation Summary
- Word-of-mouth driven
- Limited digital marketing experience
- No established digital acquisition system
- Need for consistent lead generation
- Structured digital marketing strategy
- SEO + PPC + Facebook
- Conversion-focused landing pages
- 8,064+ leads
- ₹1.02 Cr reported revenue
- 2,354 webinar registrations in 10 days
How the Campaign Connected the Channels
SEO
Build organic visibility.
Google Ads + Facebook Ads
Reach relevant prospects.
Landing Pages
Give users a focused conversion path.
Forms + Webinar Registration
Turn traffic into leads.
Conversion Data
Identify what was working and refine campaigns.
Leads + Revenue
Connect digital marketing with business outcomes.
Strategic Campaign Pillars
Started From Scratch
IRQS had limited digital marketing experience, so Rankraze built the digital acquisition approach from the ground up.
SEO + Paid Acquisition
Organic and paid channels were combined rather than relying exclusively on one acquisition source.
Conversion-Focused Landing Pages
Campaign traffic was directed to dedicated landing experiences instead of relying solely on existing website pages.
Audience-Specific Campaigns
PPC campaigns were designed for different professional and industry audiences.
Data-Led Optimization
Campaign performance was continuously monitored and used to refine targeting, ads and budgets.
From Traditional Marketing to Digital Acquisition
8,064+ Leads
Built a significant digital lead pipeline.
₹1.02 Cr Revenue
The published case study reports more than ₹1 crore in revenue generated through the campaign.
2,354 Webinar Registrations
The 10-day webinar campaign significantly exceeded its 1,000+ registration objective.
Stronger Organic Visibility
23 keywords reached the Top 10, alongside reported increases in total visitors and organic traffic.
Improved Paid Efficiency
PPC campaigns reported a 30% reduction in CPL alongside increases in PPC traffic and leads.
Channel Breakdown
Organic
Paid
Campaign
Building a Digital Lead Generation Engine for IRQS
IRQS approached Rankraze with a simple business requirement:
Generate more customers and revenue through digital channels.
Rankraze built the solution around SEO, landing-page optimization, PPC and Facebook advertising.
The result was:
The project transformed IRQS from a primarily traditional, word-of-mouth-driven acquisition model into a business with a measurable digital lead-generation system.
Ready to Turn Your Digital Marketing Into a Growth Engine?
Let Rankraze build multi-channel PPC, SEO, and Social campaigns tailored for your business.