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A B2B Website and WhatsApp Funnel That Quadrupled Distributor Enquiries

A bilingual B2B website, Google Ads in Brazil and export markets, and a WhatsApp enquiry flow that qualifies private-label and bulk-supply buyers before they reach the sales team.

ads.google.com/aw/campaigns?ocid=804417263&__c=4182976603
Google AdsWell Aliments Brazil Ltda.418-297-6603Search for a page or campaignVG
CampaignsCustom1 – 31 Aug 2026
Campaign status: All enabledAdd filter
Conversions118.00
CostR$3.67K
Clicks1.92K
Cost / conv.R$31.08
Campaign
Budget
Status
Campaign type
Impr.
Clicks
CTR
Cost
Conversions
Cost / conv.
WA_PT_Search_MarcaPropria
R$40.00/day
Eligible
Search
6,914
612
8.85%
R$1,084.37
41.00
R$26.45
WA_PT_Search_Granel_CafeCacau
R$25.00/day
Limited by budget
Search
8,402
471
5.61%
R$774.12
29.00
R$26.69
WA_EN_Search_Export_US-EU
R$30.00/day
Eligible
Search
5,188
203
3.91%
R$897.66
17.00
R$52.80
WA_EN_Search_PrivateLabel_ME
R$15.00/day
Eligible
Search
2,207
88
3.99%
R$391.40
6.00
R$65.23
WA_PT_Brand_WellAliments
R$10.00/day
Eligible
Search
611
214
35.02%
R$96.31
21.00
R$4.59
WA_PT_PMax_B2B_Remarketing
R$12.00/day
Eligible (Learning)
Performance Max
31,540
297
0.94%
R$318.95
4.00
R$79.74
WA_EN_Search_Cocoa_Bulk
R$20.00/day
Paused
Search
1,120
31
2.77%
R$104.20
0.00
R$0.00
Total: all campaigns
55,982
1,916
3.42%
R$3,667.01
118.00
R$31.08
Client
Well Aliments Brazil
Location
São Paulo, Brazil
Website
wellaliments.com.br
Sector
Logistics
Service
Build With Us
Duration
10 weeks to launch, then 3 months of optimisation
Team
4 people: growth lead, web developer, performance marketer, automation engineer
Built with
Next.jsWhatsApp Business APIRD Station CRMGoogle AdsGoogle Tag ManagerGA4Looker Studio
qualified B2B enquiries per month (22 → 96)
4.3×qualified B2B enquiries per month (22 → 96)
cost per qualified enquiry
R$38cost per qualified enquiry
median first reply (from about 3 hours)
4 minmedian first reply (from about 3 hours)
of enquiries start on WhatsApp
68%of enquiries start on WhatsApp

01 · About the client

Well Aliments Brazil is a São Paulo manufacturer, exporter and private-label partner for Brazilian coffee, cocoa and beverages. It supplies distributors, retailers and brands in Brazil and abroad, in bulk or under their own label, and handles blending, packaging and shipping. Its buyers are procurement managers and brand owners who expect quick, specific answers on product, volume, packaging and delivery.

02 · The problem

  • 01

    Enquiries arrived without the basics.

    Contact-form messages rarely said which product, what volume or where to ship, so the first days went on back-and-forth emails.

  • 02

    Buyers wanted WhatsApp.

    Brazilian buyers expect to talk on WhatsApp, but messages went to a sales rep's personal phone with no record in the CRM.

  • 03

    Little visibility on search.

    Well Aliments barely appeared for searches like "café marca própria" or "cacau em pó atacado", where distributors look for suppliers.

03 · Our solution

We rebuilt the website in Portuguese and English around the three ways Well Aliments sells: private label, custom blends and bulk supply, each with its own landing page, minimum order quantities and a clear "Talk on WhatsApp" call to action. Google Ads campaigns target Brazilian buyers in Portuguese and importers abroad in English. Every WhatsApp conversation starts with a short, friendly qualification flow (product, monthly volume, packaging and destination), then routes the buyer to the right sales rep with the details already in RD Station CRM. A dashboard shows enquiries, cost and reply times by campaign, product and region.

04 · What we built

  • Bilingual B2B website

    Portuguese and English pages for private label, custom blends and bulk supply.

  • Google Ads in Brazil and abroad

    Portuguese search campaigns for Brazilian buyers and English campaigns for importers.

  • WhatsApp enquiry flow

    Product, volume, packaging and destination captured in the first minute.

  • Rep routing and CRM

    Qualified buyers routed to the right rep, with every conversation logged in RD Station.

  • Enquiry dashboard

    Enquiries, cost and reply times by campaign, product and region.

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05 · Challenges we solved

  1. 1

    Two markets, two languages

    Domestic and export buyers search differently, so campaigns, keywords and landing pages were built separately for each.

  2. 2

    Qualifying without friction

    The WhatsApp flow asks four quick questions with tap-to-answer buttons, so buyers never feel they are filling in a form.

  3. 3

    Small buyers versus distributors

    Minimum order quantities are shown up front, and small requests get an automatic reply pointing to retail partners.

06 · Our approach

  1. Weeks 1–2

    01 Discovery

    Defined buyer types, minimum volumes and what a qualified enquiry looks like with the sales team.

  2. Weeks 3–7

    02 Website

    Bilingual website and landing pages for private label, custom blends and bulk supply.

  3. Weeks 6–8

    03 WhatsApp funnel

    WhatsApp Business API, qualification flow, rep routing and CRM integration.

  4. Weeks 9–10

    04 Campaign launch

    Google Ads in Portuguese and English with conversion tracking from WhatsApp.

  5. Months 3–5

    05 Optimise

    Weekly keyword, bid and flow tweaks based on which enquiries became orders.

07 · Results

Qualified enquiries rose from 22 to 96 a month, and most buyers now start on WhatsApp, where the flow collects product, volume and destination before a rep replies. Sales reps open each conversation already knowing what the buyer needs, first replies fell from hours to minutes, and every enquiry is tracked in the CRM from the ad that brought it in.

Inside the campaign. 

Key screens from the campaigns and reports. Click any screen to enlarge.

Google Ads campaigns in Portuguese and English

ads.google.com/aw/campaigns?ocid=804417263&__c=4182976603
Google AdsWell Aliments Brazil Ltda.418-297-6603Search for a page or campaignVG
CampaignsCustom1 – 31 Aug 2026
Campaign status: All enabledAdd filter
Conversions118.00
CostR$3.67K
Clicks1.92K
Cost / conv.R$31.08
Campaign
Budget
Status
Campaign type
Impr.
Clicks
CTR
Cost
Conversions
Cost / conv.
WA_PT_Search_MarcaPropria
R$40.00/day
Eligible
Search
6,914
612
8.85%
R$1,084.37
41.00
R$26.45
WA_PT_Search_Granel_CafeCacau
R$25.00/day
Limited by budget
Search
8,402
471
5.61%
R$774.12
29.00
R$26.69
WA_EN_Search_Export_US-EU
R$30.00/day
Eligible
Search
5,188
203
3.91%
R$897.66
17.00
R$52.80
WA_EN_Search_PrivateLabel_ME
R$15.00/day
Eligible
Search
2,207
88
3.99%
R$391.40
6.00
R$65.23
WA_PT_Brand_WellAliments
R$10.00/day
Eligible
Search
611
214
35.02%
R$96.31
21.00
R$4.59
WA_PT_PMax_B2B_Remarketing
R$12.00/day
Eligible (Learning)
Performance Max
31,540
297
0.94%
R$318.95
4.00
R$79.74
WA_EN_Search_Cocoa_Bulk
R$20.00/day
Paused
Search
1,120
31
2.77%
R$104.20
0.00
R$0.00
Total: all campaigns
55,982
1,916
3.42%
R$3,667.01
118.00
R$31.08
01Google Ads campaigns in Portuguese and English

Well Aliments' search ad for "café marca própria fornecedor"

google.com.br/search?q=caf%C3%A9+marca+pr%C3%B3pria+fornecedor&hl=pt-BR
Googlecafé marca própria fornecedorMS
TodasImagensShoppingNotíciasVídeosMapsMaisFerramentas

Patrocinado

Well Aliments Brazilhttps://www.wellaliments.com.br › marca-propria

Café Marca Própria | Fabricante em São Paulo

Produza café com a sua marca: torra, moagem, embalagem e rótulo. Pedido mínimo a partir de 500 kg. Fale com um especialista pelo WhatsApp.

Marca Própria·Blends Personalizados·Embalagens·Pedir Orçamento

SSebraehttps://sebrae.com.br › sites › PortalSebrae › artigos

Como criar uma marca própria de café: passo a passo

14 de mai. de 2026 — Entenda como funciona a terceirização da torra, os custos de embalagem e registro e o que avaliar ao escolher um fornecedor de café para a sua marca...

Well Aliments Brazilhttps://wellaliments.com.br › blends-personalizados

Blends Personalizados de Café e Cacau - Well Aliments

Desenvolvemos blends exclusivos para cafeterias, redes e marcas próprias, com amostras e ficha técnica antes da produção.

AABIChttps://www.abic.com.br › certificacao › selo-de-pureza

Selo de Pureza ABIC: empresas e marcas certificadas

Consulte as indústrias de café com o Selo de Pureza e os programas de qualidade da Associação Brasileira da Indústria de Café.

02Well Aliments' search ad for "café marca própria fornecedor"

Private-label landing page with the WhatsApp call to action

wellaliments.com.br/marca-propria?utm_source=google&utm_medium=cpc&utm_campaign=WA_PT_Search_MarcaPropria
Fabricante, Exportador e Parceiro de Marca Própria — Café, Cacau e Bebidas do Brasilinfo@wellaliments.com.br+55 (11) 99240-8118
EN|PTFale Conosco
MARCA PRÓPRIA · DO GRÃO À EMBALAGEM

Seu café com a sua marca, produzido no Brasil

Torra, moagem, blend, embalagem e rótulo em uma só fábrica em São Paulo. Envie o seu volume e receba uma proposta em até 24 horas.

Falar no WhatsAppVer pedidos mínimos

PEDIDOS MÍNIMOS

Escolha o produto e o volume da sua marca

Café torrado e moído

a partir de 500 kg

Pedir orçamento →

Café torrado em grãos

a partir de 500 kg

Pedir orçamento →

Cápsulas de café

a partir de 10 mil unidades

Pedir orçamento →

Achocolatado e cacau em pó

a partir de 1 tonelada

Pedir orçamento →

03Private-label landing page with the WhatsApp call to action

WhatsApp flow qualifying a buyer before a sales rep replies

10:41
Well Aliments BrazilConta comercial
Hoje
Olá! Vi o anúncio de vocês no Google. Quero um orçamento de café com a minha marca.10:41
Olá! Obrigado pelo contato com a Well Aliments. São 4 perguntas rápidas.

1/4 Qual produto você procura?Café torrado e moídoCafé em grãosCacau / achocolatado10:41
Café torrado e moído10:41
2/4 Qual o volume mensal estimado?Até 500 kgDe 500 kg a 2 tAcima de 2 t10:42
10:48
Well Aliments BrazilConta comercial
De 500 kg a 2 t10:42
3/4 Qual embalagem? Pode escrever o formato e o peso.10:42
Stand-up pouch 500 g com válvula10:42
4/4 Para qual cidade e estado é a entrega?10:43
Curitiba - PR10:43
Perfeito! Encaminhei para o Rafael, do comercial da região Sul. Ele responde por aqui em instantes.10:43
Oi, tudo bem? Aqui é o Rafael, da Well Aliments. Vi que você procura café torrado e moído em stand-up de 500 g, 500 kg a 2 t/mês, entrega em Curitiba. Posso te enviar nossa tabela de marca própria?10:47
Pode sim, obrigada!10:48
04WhatsApp flow qualifying a buyer before a sales rep replies

Looker Studio enquiry dashboard by campaign, product and region

lookerstudio.google.com/reporting/2f9b7c41-6d0e-4a83-b5e2-9c17a4d08e3b/page/p_8vq2m1xkld
Well Aliments · Painel de leads B2BRedefinirCompartilharEditarVG
Leads B2B por campanha, produto e regiãoCanal: Todos1 de ago. de 2026 - 31 de ago. de 2026

Leads qualificados

96

▲ 14,3%

Iniciados no WhatsApp

68%

▲ 5,1%

Investimento

R$ 3.667,01

▲ 2,2%

Custo / lead qualif.

R$ 38,20

▼ 10,6%

Mediana da 1ª resposta

4 min

▼ 20,0%

Negociações abertas

41

▲ 17,1%

Leads por campanha

CampanhaLeadsQualificadosInvestimentoCusto / qualif.
1.WA_PT_Search_MarcaPropria4134R$ 1.084,37R$ 31,89
2.WA_PT_Search_Granel_CafeCacau2922R$ 774,12R$ 35,19
3.WA_PT_Brand_WellAliments2112R$ 96,31R$ 8,03
4.WA_EN_Search_Export_US-EU1711R$ 897,66R$ 81,61
5.WA_EN_Search_PrivateLabel_ME64R$ 391,40R$ 97,85
6.WA_PT_PMax_B2B_Remarketing42R$ 318,95R$ 159,48
7.Orgânico / direto1911R$ 0,00–
8.WA_EN_Search_Cocoa_Bulk00R$ 104,20–
Total geral13796R$ 3.667,01R$ 38,20
1 - 8 / 8

Leads qualificados por produto

Café torrado e moído41
Café em grãos22
Cacau e achocolatado18
Cápsulas9
Outros6
0153045

Leads qualificados por região

São Paulo27
Exterior (EUA, UE, Or. Médio)18
Paraná14
Minas Gerais11
Outros estados11
Rio de Janeiro9
Santa Catarina6
0102030
05Looker Studio enquiry dashboard by campaign, product and region

Well Aliments Brazil's website today: wellaliments.com.br

Well Aliments Brazil website home page
06Well Aliments Brazil's website today: wellaliments.com.br

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