case study #02: transforming lead generation in the construction industry

Client overview: Amaksz LLC is a construction company with an annual revenue (ARR) of €500,000 to €1,000,000. Faced with dissatisfaction from their previous marketing agency, they turned to us for a solution to improve lead quality and volume. They felt the leads generated at the time were insufficient and not up to their expectations.

Terms explanation:

• impression = a person saw your ad

• ARR = annual recurring revenue

I. the challenge

Amaksz approached us with the following concerns:

• Insufficient lead volume: The existing campaigns were not generating enough inquiries to support business growth.

• Poor lead quality: The leads received were deemed "inadequate" by the client, who felt that they were not genuine or serious prospects.

• Campaign inefficiency: The existing Google Ads and Facebook Ads campaigns were not bringing the desired results, leading to wasted spend and suboptimal performance.

  
  

The leads they were getting before felt like they were just not serious. They needed real, actionable inquiries.

II. DnD's solution

1. Comprehensive audit: We began with an in-depth audit of Amaksz's Google Ads and Facebook Ads Manager accounts. This audit revealed several issues:

• Misconfigured campaign settings

• Inefficient campaign structure

• Ineffective ad creatives and targeting

• Many (MANY) more smaller issues

  
  

2. Strategic overhaul: Recognizing the need for a strategic shift, we developed a new approach focused on three core objectives:

• Effective lead generation: Designing campaigns to attract high-quality, serious inquiries, even if in lower count. This leads to an increase in sales effectiveness and reduces administrative overhead.

• Cost-efficiency: Maximizing the impact of every € spent. The point was to improve brand awareness of Amaksz as THE supplier for the things they supply. The main metric in this case is how cheaply a person encounters our brand.

• Profitable service promotion: Focusing on the most profitable services to promote in paid ads. Basically, if we spend money on clicks, make those clicks count.

  
  

3. New campaign implementation: We created a fresh campaign structure from scratch:

• Crafted MANY new ad copies, images, and videos.

• Developed a 3-month postings plan for Facebook and LinkedIn to bolster their online presence and position themselves as a professional. 3 months is typically enough to draw conclusion regarding what works and what not.

• Launched the new Google and YouTube campaigns, which entered a learning phase for the first three weeks.

III. DnD's results

1. Immediate impact: After the learning phase, the campaigns quickly gained momentum. Within the 3 months, DnD achieved:

• 211 leads generated

• 1 million ad impressions across computers, tablets, and smartphones

• Only €3,400 in ad spend

  
  

Client feedback: we started receiving much better quality calls and emails than before. The leads now are truly interested.

2. Comparative to the previous agency: Compared to the previous year, under the previous agency, during the same period:

• Only 154 leads were generated. ➡️ 37% increase in leads.

• Just 400,000 impressions were delivered. ➡️ 250% increase in ad impressions, 60% reduction in cost per impression (1 person encountering the brand's name or logo).

• The same €3,400 was spent

  
  

The contrast was stark, both in terms of numbers and the subjective experience of lead quality.

3. Year-end success: We kept focus to Google and YouTube ads for sustained growth, with occasional backwind using Facebook ads. By the end of the first year, DnD achieved:

• 786 leads generated

• 2.43 million ad impressions

• €13,000 in ad spend

• 38% revenue growth for Amaksz LLC

  
  

IV. beyond the campaigns: Amaksz's path to success

While our efforts significantly contributed to their growth, it's important to acknowledge that the ultimate success depended on Amaksz's continued efforts in other areas:

• Successfully nurturing leads: Ensuring inquiries brought by us were converted into paying customers.

• Service quality: Continuously improving the quality of their services.

• Client success management: Delivering exceptional customer service to encourage referrals and re-orders.

  
  

"A very skillful, precise team. I highly recommend them." - Csaba Mezo, Amaksz LLC

V. conclusion: navigating through COVID-19

It’s crucial to note that these achievements were realized during the challenging years of 2021-2022, when the construction industry faced significant hurdles due to the COVID-19 pandemic.

Through focused, data-driven effort and close collaboration, it is possible to transform lead generation efforts and contribute to a significant increase in revenue as an agency partner.

Interested in driving similar results for your business? Book a discovery call today to see how we can help you. 👇