Case study · B2B technology

More leads, measured through to the CRM.

How a B2B IoT and telecoms company started generating and measuring leads in Portugal and abroad, and appearing in AI assistants.

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Daniel Gonçalves

Founder of Shiftworks

Published on 26 October 2026

The client's name is not disclosed. The numbers are real and come from Google Analytics 4, LinkedIn and the client's CRM.

01 — The starting point

A technical B2B, several markets and one question: what generates leads?

The client sells connectivity and IoT solutions to companies and public bodies, in Portugal and abroad.

Three challenges:

Challenge 1 — To generate qualified leads from technical decision-makers, in a market with long sales cycles.
Challenge 2 — To measure accurately where each lead comes from, from the click through to the CRM.
Challenge 3 — To be found on Google, in AI assistants and in markets that speak other languages.

02 — What we did: acquisition

Complete webinar funnel: landing page, registration and an automated email sequence.
LinkedIn Ads by sector: campaigns by vertical, with daily management of ads and budget.
Newsletter as an acquisition channel: campaigns, audiences and an authenticated domain to reach the inbox.
End-to-end tracking: links and UTMs aligned with the CRM's sources.
Landing pages fixed: indexing, social sharing and forms that were failing.
Visiting companies: a monthly extract of the companies visiting the international website, for the sales team.
The client's annual event: website, registrations, invitations by email and LinkedIn, and an automatic daily report cross-referencing the form, registrants and invitees.

03 — What we did: SEO and GEO

On-page SEO rules on both websites and on the LinkedIn page, applied to everything that is published.
SEO review of every landing page before it goes live: indexing, titles, descriptions and sharing.
Technical content in the decision-maker's language: technical product guides adapted into other languages for export markets.
AI assistants as a measured channel: traffic from ChatGPT, Perplexity and others is now measured separately in Google Analytics.

04 — Results

The client's main website, 1 April to 13 October 2026, compared with the same period in 2025 (Google Analytics 4).

+51%

conversions on the website (148 → 224).

106

visits from AI assistants, a new channel.

+420%

conversions from other websites (5 → 26).

+941%

visits from the newsletter (101 → 1,051).

Organic search
	2025	2026	Change
Conversions from organic search	103	119	+16%
Organic search conversion rate	1.30%	1.41%	+0.11 p.p.

05 — LinkedIn Ads, event and international markets

LinkedIn Ads campaigns
Campaign	Impressions	Clicks	CTR	Cost per click
Campaign 1	48,068	344	0.72%	€1.48
Campaign 2	39,864	153	0.38%	€4.93

Annual event: 377 registrants; 345 of the 3,022 invitees registered (11.4%), most of them through the invitation list and the newsletter.

International website: visits from 158 countries and 118 from AI assistants. United Kingdom +17%, Germany −14%.

06 — Lessons

Visitors who arrive through AI have made up their minds. Visits from AI assistants convert at ten times the average. It is the channel we measure first for every new client.
Count in the CRM, not on the platform. LinkedIn attributed 2 conversions to the event campaign; the database showed 3. Results are measured in each client's CRM.
LinkedIn needs time and a strong topic. With a technical topic and time on campaign, a click cost €1.48. Retargeting audiences are created in the first month.
In German-speaking Europe, the native language matters. The United Kingdom grows with content in English; Germany doesn't. That is why the client now has technical content in German.