Comprehensive digital marketing for a construction and renovation company

With a request for comprehensive online marketing support, a team specializing in renovations and construction turned to us: they sought to tell their story in such a way that every future customer would feel, with them, it is safe to start big changes. In this niche, it is important not only to give an attractive offer, but also to build trust, since clients in this niche are not buying building materials and walls, but their future comfort and coziness. Clear offers, transparent cooperation conditions, and flexible solutions for the client – this is what we needed to demonstrate to the target audience through various communication channels.

Project information

• Niche: construction and renovation;
• Region: Lviv and Lviv region, Kyiv and Kyiv region;
• Selected period: 3 months;
• Services: SEO-strategy, targeted advertising Meta Ads, Google Ads + Performance Max;
• Goal: Increase the number of turnkey renovation and private house construction clients, and reduce the number of spam applications.

The company already had its own brand identity at the time of the start of cooperation, as well as an extensive portfolio of completed works, so we had the opportunity to immediately assess the quality of the promoted services.

Details of the request

The company that contacted us works in two main areas: turnkey house construction and turnkey renovation in large cities such as Kyiv and Lviv. The request concerned a comprehensive promotion plan that would cover several channels.

The client had previously used advertising in Google and Meta, but the results needed to be improved in order to increase advertising profitability. Another request concerned a website audit and a comprehensive strategy for its promotion in organic search. Additionally, advertising channels had to be integrated with CRM for analyzing the entire funnel and evaluating the profitability of advertising investments.

Our solution

We focused on the client’s request and selected the channels that would best meet the current business goals. Here was our path:

• Building and approving the advertising funnel from the first online contact with the company to the introductory call.
• Website audit, setup of Facebook Pixel and Conversion API on the site, testing Google Tag Manager and Google Analytics settings for correct data transfer from the site.
• Audit of previous Meta Ads and Google Ads campaigns, formation of media plans, budgets and KPIs, determination of growth points.
• Planning and coordination of the structure of advertising campaigns, offers, creation of static and video creatives, and ad texts.
• Ad setup, hypothesis testing.
• Technical and SEO audit of the site with development of an SEO strategy covering the entire semantic core, link building strategy, usability recommendations, content plan, and other work for bringing the site to the top positions in Google. Subsequent implementation of the strategy was planned by the client’s internal marketing team.

In parallel, work was carried out on setting up end-to-end analytics and call tracking for quality data transfer into the client’s CRM, and a system of regular reporting on campaign results was created.

Targeted advertising in Instagram and Facebook

In Meta Ads targeted advertising, a funnel of several stages was formed, leading the client to the first call. Additional direct lead generation campaigns were also launched. The first month was dedicated to testing hypotheses and determining the most successful offers, creatives, and settings. From the second month, we began optimizing ads. Results obtained after active optimization within one week: 33 applications for renovation and construction.

It should be noted that advertising in the construction direction worked for several segments. In one of them, it was proposed to calculate the cost of construction based on a ready-made project, and in another, to create a project and form an estimate from scratch. After approval of the estimate, the start of construction work.

Additionally, campaigns were launched to increase the company’s Instagram page audience, which brought 300+ new followers in one month. Later, they were warmed up through content and offers on the page.

Google Ads

To attract the target audience, several Google advertising products were selected:

• Search PPC advertising;
• Performance Max;
• Display network advertising;
• Discovery;
• Remarketing.

For display campaigns, several sets of banners and videos with different offers, divided by segments, were created. Results obtained within one week: 23 applications for renovation and construction.

It should be noted that in the following months, the Performance Max materials were replaced and adjusted mostly towards renovation, which made it possible to increase the number of applications to 70 per week compared to the previous result. We also determined that in construction, the audience first seeks consultation, and therefore focused on the goals “Call from website” and “Consultation request form.” The configured call tracking allowed us to track the number and quality of calls.

SEO strategy for construction company

After launching advertising channels, we began forming an SEO strategy, which became the foundation for the further presence of the brand in Google organic.

What we did:

• analyzed competitors and their search strategies;
• collected the semantic core and built a logical site structure;
• developed a plan for internal optimization;
• prepared recommendations for category expansion;
• conducted technical and usability audits;
• created a link-building strategy.

We focused not only on preparing the site for organic promotion. Our goal was also further scaling: a plan for expanding categories, blog, and additional landing pages. We especially considered the geographical specifics: in different cities, users searched for services differently, so semantics were adapted for each region. Later, the strategy was implemented by the client’s internal marketing team.

Conclusions

Construction and renovation is a niche where the target audience entrusts the company with their comfort, their dream of a perfect corner for themselves and their family, and that is why building trust plays such an important role. Taking this into account, we focused on target audience segmentation, key communication channels and organic, so that at every step the company’s values and offers would be conveyed to potential clients.

By using targeted advertising and social media marketing in general, the company interacts with those who are at the stage of planning their housing, while in Google Ads, with those who are already taking action. Thus, at every stage, we communicate with the potential client and offer help depending on the stage. This allows us to get loyal clients and a high level of demand for the construction company’s services.

Do you want the same results?

If you are planning a promotion for a construction or renovation company, leave a request to learn our team’s opinion on current marketing methods for your business. AG.Marketing has many years of experience promoting businesses in Europe, the USA, and Australia – we have been working since 2016! We adapt to changes, offer flexible promotion plans that will show maximum results for you and maximum value for your potential client.