Get Potential Customers for Just IDR 500? Is That Even Possible?

The challenge

Many B2B companies are still hesitant about digital marketing. The question is simple: can online advertising really bring in new customers?
This was also the case for Putra Jaya Steel, a leading steel and iron distributor from Surabaya. Initially, they wanted to start building their social media presence. But one question remained: “Can a steel distributor really be promoted on Instagram?”
Instead of simply guessing, Kocial proposed a different starting point.

Finding Opportunities Through Google Search

The analysis revealed something interesting. Thousands of people every month are actively searching for keywords such as steel supplier, latest steel prices, and technical terms related to construction on Google.
This became a turning point. Rather than relying solely on social media, which is primarily focused on awareness, Google revealed an audience with an existing need and search intent.

In other words, potential customers were already looking for the product. They just needed to be directed to the right place.

What we did

• Strategy: From Search to Conversation: Based on these insights, Kocial developed a more targeted strategy. The focus was no longer simply on maintaining a social media presence, but on capturing customer purchase intent through: - Google Ads, to reach people who are actively searching for steel and iron products. - Website Landing Page, directing every click straight to the sales team’s WhatsApp, shortening the journey from search to business conversation. This approach ensures that every rupiah spent is directed toward a relevant audience with strong conversion potential.
• Results: Data That Changed Their Perspective: Once the strategy was implemented, the results became clear. In a short period of time, the digital ads reached tens of thousands of people. From there, hundreds of leads came directly through WhatsApp. Most notably, the cost per lead was remarkably low, at around IDR 500 per customer lead. For Putra Jaya Steel, this answered their initial skepticism. Digital marketing was not just a trend. It became a new, measurable sales channel. This success also highlighted an important lesson. Many B2B businesses assume their products are too technical to market digitally. But the Putra Jaya Steel case study shows otherwise. Digital marketing can work effectively in the construction industry when the strategy is right. Focus on customer needs, choose the right channel, and the result can be real leads at a much more efficient cost than conventional methods.
• An Investment That Proved Its Value: Initially skeptical, Putra Jaya Steel was able to see the benefits of digital marketing firsthand. The data-driven strategy developed by Kocial helped turn that skepticism into confidence. Spend IDR 500, get one potential steel buyer. Not literally, of course, but it demonstrates what the right analysis and effective marketing strategy can achieve.