The objective required a clear connection between what a campaign offered, what a visitor found on the website and the request that reached the sales team. Each stage had a different job: attract relevant interest, explain the offer and give the prospective customer a way to take the conversation further.
Creating a stronger route to enquiries with sales potential
Airblade
Aviation.
Airblade Aviation wanted more enquiries with genuine sales potential. FGX brought its website, Google Ads and sales enquiry process together around that objective, giving prospective customers a route from initial interest to the relevant sales contact.
Scroll to exploreExample enquiryEXAMPLE
Request typeAGENT
AIRBLADE / FGXWEBSITE / GOOGLE ADS / CRM ROUTING
/ Overview
A commercial objective in private aviation
Airblade Aviation operates in private aviation and experiences. The business wanted its digital marketing to generate enquiries that offered genuine sales potential. The task was to support a commercial conversation, beginning with how someone discovered the offer and continuing through the enquiry they submitted.
FGX's assignment covered the website, Google Ads and the system used to direct requests to sales agents. Bringing these areas into the same project allowed us to consider the customer's experience alongside the information the sales team would receive.
- Client
- Airblade Aviation
- Industry
- Private aviation & experiences
- Scope
- Strategy, UX/UI, development, paid media & data
The approach
Keep the
enquiry objective central
That shaped the work beyond the appearance of the website. The enquiry itself, the type of request and the person assigned to follow up were part of the same customer journey.
We organised the approach around the sequence a prospective customer would follow. Google Ads provided an entry point based on search and campaign intent. Campaign landing pages explained the offer and invited an enquiry. The type of request then provided the basis for directing it to a sales agent.
The landing experience needed to make the offer relevant to the visitor; the routing logic needed to give the resulting request an appropriate destination.
The reporting design
Marketing and
enquiry information
Retained reporting image. Animated cards are examples of the workflow.
Example website enquirycaptured
Example request typesales agent assigned
Example source: Google Adsrecorded
The work delivered
Website, advertising, request-type routing and reporting were connected around the sales enquiry objective.
From decisions to delivery
Put the approach
into practical work
FGX designed and built the website experience and landing journeys alongside the Google Ads work. The customer-facing presentation introduced Airblade's aviation offer, while the enquiry process provided a next step for interested visitors.
We also implemented CRM routing by request type. A captured enquiry could be assigned to a sales agent according to the nature of the request, connecting the customer's stated interest with a defined follow-up contact.
The reporting design placed campaign summaries, website traffic and a recent-enquiries area in the same view. The purpose was to give enquiry reporting a place alongside advertising and website reporting, keeping the sales enquiry objective in view when considering marketing activity.
01
Customer-facing website
ct.airbladeaviation.co.za
02
Campaign and enquiry reporting design
A connected route, with enquiries as the measure of response
The delivered work connected Airblade's website, Google Ads and request-based sales routing. It established a shared structure for attracting interest, capturing a request and directing it towards sales follow-up.
The reporting layout presents marketing and enquiry information together. An enquiry is an expression of customer interest; sales qualification, bookings and revenue are separate stages. Keeping those distinctions clear matters when the business objective is to attract enquiries with genuine sales potential.
Customer-facing website
Google Ads
Request-type CRM routing
Campaign and enquiry reporting design
If your business needs enquiries with stronger sales potential, the campaign, website and sales process need to work towards the same objective. Talk to FGX about the customers you want to reach and what a useful enquiry looks like for your team.
Discuss your enquiry journey