Fortis had growing demand, a crowded market, and digital advertising that ran in fragments: search underperforming, social missing the procurement decision-makers, and no system tying any of it to revenue. Here is what a unified pipeline changed.
“Two Trees has been an important partner and have come to my rescue a number of times. We love the team and enjoy working with them.”Alisha Blake, Director of Marketing @ Fortis Solutions Group
Fortis Solutions Group is a Virginia Beach based packaging services provider, offering labels, flexible packaging, shrink sleeves, cartons, and applicators across more than 20 North American facilities.
Fortis needed to build brand awareness and generate qualified B2B leads across North America in a marketplace crowded with regional and national competitors. Their digital efforts were fragmented: search ads underperforming, social campaigns failing to engage procurement decision-makers, and no unified system to track or nurture leads.
The cost of that fragmentation was familiar to any B2B marketer: wasted spend, missed opportunities, and low visibility into what was actually driving revenue. A small marketing team doing a lot needed infrastructure, not more channels.
Paid search first: we rebuilt Google Ads around industry-specific, bottom-of-funnel keyword groups, matched conversion-driven copy to procurement-stage queries, and kept refining landing pages so spend translated into qualified form submissions.
Paid social went where the buyers are: LinkedIn campaigns targeting packaging, operations, and brand managers, using account-based marketing lists and lookalike audiences to reach decision-makers with precision, and gated assets like case studies and quote requests to capture intent.
Then the part most agencies skip: Salesforce. We enhanced Fortis's workflows so ad-generated leads are captured automatically and assigned to the right reps, built tracking fields and source attribution layers that tie every lead to its campaign, keyword, or ad, and streamlined the nurturing sequences that turn inquiries into opportunities.
Within the first twelve months: 20% more qualified search leads from tighter keyword focus, 25% lower cost per lead from bid optimization and stronger copy, and three times the marketing-qualified leads from paid campaigns, with genuinely higher engagement from packaging decision-makers.
The lead-to-opportunity conversion rate rose more than 50%, driven by the CRM follow-up and nurturing sequences, proof that the biggest paid media gains often come from what happens after the click.
Integrated dashboards gave Fortis full transparency across ad performance, lead source attribution, and CRM follow-up status, enabling smarter budget shifts and forecasting the leadership team can actually trust.
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