Contained Australia: 840+ qualified leads at $18 each
Written by Michael Nadalin, Founder of Market Lead and Harvest Lead · Last updated 25 August 2026Shipping container enclosure kits, sold nationally through state distributors. A lead system built from zero that delivered 840+ commercially qualified leads in the first 90 days, routed to the right distributor in every state.
The situation
Contained Australia manufactures premium steel-frame enclosure kits that turn shipping containers into covered commercial space. The kits are used by self-storage operators, container yards, construction sites, agricultural operations and mining camps.
The product was proven and a distributor network was in place, but demand only showed up where word of mouth reached. There was no paid advertising history, no landing page built to convert, no tracking, and no way to send a lead to the right distributor in the right state. Referrals had hit their ceiling while distributors sat on unused capacity.
What we built
- A dedicated lead-capture domain separate from the main site, with a seven-field multi-step form filtering out non-commercial enquiries.
- Google Ads on commercial searches such as container conversion and enclosure queries, split by state across NSW, VIC, QLD and SA/WA, with negatives removing DIY and hobbyist searches.
- Meta direct response and brand trust campaigns across all four distributor regions, targeting self-storage, construction, agriculture and mining audiences.
- Live dashboards for each distributor region, with daily tracking of spend, leads, cost per lead and qualification rate by state.
The part that actually made the difference
Routing. The challenge was never only generating leads, it was getting each one to the distributor who could serve it. The system was built as one funnel at the top and four by the bottom: every campaign structured by state, every lead tagged by state, and every dollar of budget allocated by state demand against distributor capacity.
That meant each distributor received clean demand inside their own territory, with no cross-bleed and no arguments over who owned a lead. Budget moved weekly to whichever state had capacity and demand.
| Measure | Result | Benchmark |
|---|---|---|
| Cost per lead | $18 | $50 to $120 for high-ticket B2B |
| Landing page conversion rate | 12% | 2% to 5% |
| Meta click-through rate | Above 2% | 0.8% to 1% |
The outcome
From no paid advertising history to 840+ commercially qualified leads in 90 days at $18 each, with sales qualified leads flowing within seven days of launch. More than 80% of those leads were sales qualified, naming a commercial use case and a budget above the minimum for a kit.
The system now runs as the company’s primary lead source, with distributor feedback on lead quality fed back into the ad account to keep it trained toward commercial buyers.
The lesson for businesses selling through dealers
If you sell through regional dealers or distributors, a national campaign is the wrong shape. Build it by territory from the start, report it by territory, and move budget toward the dealers with capacity. Otherwise the busiest dealer gets more leads than they can handle while the quiet ones go hungry.
Common questions
- What did Harvest Lead do for Contained Australia?
- We built the whole acquisition system from zero: a dedicated landing page with a multi-step qualifying form, state-segmented Google and Meta campaigns across NSW, VIC, QLD and SA/WA, and live dashboards per distributor region. It produced 840+ commercially qualified leads in the first 90 days at $18 each, with a 12% landing page conversion rate.
- How do you run ads for a business that sells through state distributors?
- Structure every campaign by territory, tag every lead by territory, and allocate budget by each territory’s demand against the distributor’s capacity. Report it the same way, so each distributor sees their own leads and budget can move weekly to where it will be worked.
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