Tata Steel Nest-In
B2B Lead Generation, SEO and AI-Assisted Campaign Management
Visit Tata Steel Nest-In →Nest-In is Tata Steel's modular and prefabricated construction arm. The engagement runs two workstreams for the same buyer: facility managers and decision-makers at Global Capability Centres across India evaluating pre-engineered building solutions, a B2B audience with a long consideration cycle, a low tolerance for wasted spend, and a real research phase before they ever fill out a form.
The brief
An early lead generation campaign was producing leads at a cost that limited how much the sales team could pursue: 35 leads at ₹142.42 each. Paid alone was also carrying the entire demand-generation load: nothing was compounding in organic search to reduce that dependence over time, and a facility-manager audience this technical needed content that could survive scrutiny, not generic B2B copy.
The work
ADG Advisory rebuilt the lead campaign using the same AI-assisted campaign management workflow used across ADG's own practice: faster creative iteration, tighter audience definition around the GCC facility-manager profile, and continuous reallocation of budget toward what was actually converting rather than a fixed weekly spend split. The rebuilt campaign lifted lead volume to 101 leads at ₹92.45 each, a 35% reduction in cost per lead alongside a near-tripling of volume, while click-through rate improved from 1.53% to 2.49% over the same comparison. In parallel, ADG's content team took over Nest-In's blog, researching and publishing on a roughly weekly cadence since January 2026: 26 posts across the buyer verticals that actually drive enquiries, industrial townships, renewable energy sites, defence and border infrastructure, schools, senior living, rural health centres, affordable housing, and disaster response, alongside consideration-stage comparison content built to hold up against a facility manager's own due diligence.
The results
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