Canon Business Services Australia: Driving High-Value Leads and Enhancing Brand Visibility
Canon Business Services Australia (CBS) is one of Australia’s leading providers of IT and business process outsourcing solutions — serving enterprise, government, and mid-market clients across the country. When CBS partnered with TMR Agency, the challenge was a familiar one in B2B: reaching the right decision-makers, at the right moment, across channels where their buyers actually spend time. TMR designed and executed a three-channel paid media strategy — Google Ads, Bing Ads, and LinkedIn — each chosen for a specific role in the purchase journey. The result was a measurable increase in high-value lead volume and stronger brand visibility among CBS’s core target audience.
2x
Qualified B2B leads
80%
Reduction in cost per acquisition
3x
New users on website
10x
Increase in average session duration
The Client
Canon Business Services Australia is the business solutions arm of Canon — one of the world's most recognised technology brands. CBS provides managed IT services, document management, process automation, and cloud solutions to enterprise, government, healthcare, and mid-market clients across Australia. Unlike consumer-facing Canon products, CBS sells to procurement teams, IT managers, CFOs, and operations leads — a buying group with long sales cycles, multiple stakeholders, and high transaction values. That context shapes every paid media decision: reach matters less than precision, and a single high-value lead is worth significantly more than dozens of lower-quality clicks.
The Brief
CBS came to TMR Agency with a clear commercial problem: their digital marketing activity wasn’t generating enough high-quality leads from the right kind of buyers. Broad search traffic was coming in, but the conversion rate from visitor to qualified prospect was lower than it should have been — and brand awareness among senior decision-makers in their target verticals was inconsistent. The brief had three core objectives:
Increase qualified lead volume
more enquiries from enterprise and mid-market buyers with genuine purchase intent, fewer low-fit clicks from broad audience targeting
Reduce cost per acquisition
improve the efficiency of paid media spend by tightening targeting, improving ad relevance, and optimising toward conversion events that mapped to actual sales pipeline
Build brand presence among decision-makers
use channels that reach IT managers, procurement leads, and C-suite buyers at the awareness stage, before active search intent develops
Achieving all three simultaneously required a multi-channel approach — each platform selected for a specific role rather than running the same message everywhere and hoping for the best.
The Strategy
B2B buying decisions don’t happen in a single session. A procurement manager searching for managed IT services today may have first encountered the brand weeks earlier on LinkedIn. The decision to add a vendor to a shortlist is rarely driven by one ad — it’s the product of repeated, relevant exposure across the channels they use throughout their working day. TMR’s strategy for CBS reflected that reality: three channels, three distinct roles, one coordinated campaign.
Google Ads — Capturing Active Search Intent
Google Ads was the primary conversion engine: the place to be when a decision-maker is actively looking for what CBS offers. TMR restructured CBS's search campaigns around tight, service-specific ad groups — managed IT services, document management, process automation, cloud solutions — each with keyword lists built around commercial-intent queries rather than broad informational terms. Ad copy was rewritten to address the concerns of enterprise buyers directly: security, compliance, uptime, and total cost of ownership. Conversion tracking was configured to capture form submissions and phone call conversions from qualified pages only, giving the campaign a clean signal to optimise against.
Bing Ads — Reaching the Decision-Maker Demographic
Bing isn't the obvious first choice for most advertisers — but for B2B campaigns targeting senior professionals, it punches well above its market share. Microsoft's data shows Bing users skew older, more senior, and more affluent than the average Google user — precisely the demographic CBS needed to reach. Bing's native integration with Microsoft 365 and Windows corporate environments means it's disproportionately used in office settings, often on work machines during business hours. For a company selling to IT managers and procurement teams, that's a meaningful audience advantage. TMR ran Bing campaigns in parallel with Google, mirroring the core search structure but taking advantage of Bing's typically lower CPCs in B2B categories — generating incremental lead volume at a lower cost per click.
LinkedIn Ads — Building Authority with the Buying Committee
LinkedIn was the brand and top-of-funnel play. Unlike search, where you reach buyers who are already looking, LinkedIn lets you reach the people who will be making the decision before they start searching. TMR used LinkedIn's job title, seniority, company size, and industry filters to build audiences that matched CBS's ICP — IT managers, operations directors, CFOs, and procurement leads at mid-to-large Australian businesses. Campaign formats included Sponsored Content promoting CBS's capabilities and case studies in-feed, and Lead Gen Forms for content downloads with minimal friction. The goal wasn't direct conversion from LinkedIn — it was to establish CBS as a credible, known brand in the minds of decision-makers well before they went to Google with purchase intent. That awareness shortens the Google Ads funnel and improves conversion rates downstream.
Channel Breakdown
Google Ads
Active search intent High-value lead capture Conversion tracking
Primary conversion driver. Captured demand from buyers actively searching for CBS’s services. Restructured campaigns by service line with commercial-intent keywords. Tracked form fills and call conversions for clean optimisation signal.
Bing Ads
Senior professional reach Lower CPC efficiency Office-hour targeting
Incremental volume at lower cost. Microsoft’s user base skews to senior, corporate professionals — the CBS buyer profile. Lower B2B CPCs vs Google generated additional qualified leads without inflating the overall cost per acquisition.
LinkedIn Ads
Decision-maker targeting Brand authority Top-of-funnel awareness
Brand and pipeline builder. Reached IT managers, CFOs, and procurement leads before active search intent. Sponsored Content and Lead Gen Forms built CBS’s brand credibility with the buying committee — improving downstream Google conversion rates.
The Results in Plain Terms
CBS’s multi-channel paid media programme delivered across all three objectives. The sequenced channel strategy — search for conversion, Bing for efficiency, LinkedIn for authority — meant each platform could be optimised independently while contributing to a single commercial outcome: more high-value leads at a lower cost.
High-value lead volume increased by 200%
Across Google Ads and Bing, qualified lead volume grew substantially over the campaign period. The shift to tighter, service-specific keyword targeting and commercial-intent ad copy meant a higher proportion of clicks converted to enquiry — and enquiries came from buyers who matched CBS's ideal client profile.
Cost per acquisition reduced by 80%
Restructured campaigns, improved conversion tracking, and Bing's lower B2B CPCs combined to bring the average cost per qualified lead down across the programme. Google Ads drove volume; Bing provided incremental leads at a lower average CPC — together they improved overall CPA without reducing lead quality.
Branded search impressions increased by 100%
LinkedIn's top-of-funnel awareness campaigns drove a measurable lift in CBS-branded search activity. This is the LinkedIn-to-Google effect in practice: decision-makers who saw CBS content on LinkedIn were more likely to search for CBS by name when they moved into active consideration mode. [Confirm % increase in branded impressions in Google Ads / Google Search Console.]
3 channels, 1 coordinated strategy
The defining feature of this campaign wasn't any single platform — it was the way the three channels were designed to work together. Google captured intent. Bing extended reach efficiently. LinkedIn built the authority that made the other two perform better. This is TMR's approach to multi-channel B2B paid media: every platform earns its place.
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