Client
Industry
Services
Sector
Mining is one of the hardest verticals to crack with paid media. Sales cycles are long, the decision-making committee is wide — site managers, SHEQ leads, IT, procurement, even the CEO — and the platform sits inside a regulated environment governed by the Mine Health and Safety Act. A generic industrial SaaS landing page won't land. A buyer in this category reads four words of marketese and bounces.
Instacom's main site at instacom.co.za speaks to ten industries at once. The mining buyer needs a destination that opens with their language — MHSA accountability, IP68 and ATEX/IECEx hardware, zero-rated SIM coverage across four national carriers, MTBF and LTIFR trending — and qualifies them before they reach a sales conversation.
The brief was twofold: build a mining-only landing page on a dedicated subdomain that earns the click, and run the Google and Facebook campaigns that drive the right South African mining decision-makers to it.
We built mining.instacom.co.za as a vertical landing page engineered around how a mining buyer actually reads.
The hero opens with the operator's frame — "Full Operational Visibility. From the Pit to the Boardroom." — and immediately names the problem in the language site leadership uses: "Mining Runs on Razor-Thin Margins. Blind Spots Cost Millions." From there the page works through Instacom's platform by department — Drilling & Blasting, Load & Haul, Processing, Engineering & Maintenance, Health Safety & Environment — each section anchored to the statutory obligation it supports and the KPI it moves (LTIFR, SIFR, MTBF, tonnes per shift, blast cycle time).
The technical trust signals a mining buyer needs are surfaced where they matter: IP68 and Intrinsically Safe (ATEX/IECEx) certification for hazardous-gas environments, MHSA-ready audit trails, POPIA-compliant AWS hosting, 99.99% uptime since 2015, zero-rated SIM connectivity across Vodacom, MTN, Cell C and Telkom, and a 14-year track record in SA heavy industry.
The page funnels to a single conversion event — "Request a Demo" — through a form that qualifies the lead before it reaches sales by capturing operation type (open pit, underground, processing plant, multi-site). The Google Search and Facebook campaigns targeting SA mining decision-makers land directly on this destination, with full conversion tracking through GA4.
The results
A vertical-specific paid-media engine for one of the hardest B2B audiences in South Africa.
The Google and Facebook spend now lands on a destination that does one job — convince a mining decision-maker that Instacom understands the pit, the regulation and the boardroom — instead of dropping them onto a ten-industry homepage where the mining-specific story is hidden three scrolls down. The single-objective design protects the ad budget from leaking down secondary navigation, and the operation-type qualifying field in the demo form filters tyre-kickers before a sales conversation is booked.
Client-specific lead volumes, conversion rates and pipeline numbers stay between us and Instacom — South African privacy convention — but the structural outcome is on display at the live URL.