Paving the Way to Success: How Digital Marketing Doubled Leads for a Midwest Concrete and Asphalt Company

In the competitive construction industry, specifically in the concrete and asphalt sector, effective digital marketing strategies are crucial for attracting new clients and expanding business reach. A Midwest-based concrete and asphalt company recently experienced the transformative power of optimizing their digital marketing strategy with our help at Synergy Point Media. By refining their Google keywords and integrating Bing Ads into their marketing mix, we successfully doubled their leads without increasing their budget. Here's how we achieved these impressive results.

Keyword Optimization on Google Ads

The initial step in our strategy involved a thorough analysis and optimization of the company’s existing Google Ads campaigns. We focused on identifying high-performing keywords and eliminating underperforming ones, ensuring that every dollar spent was targeted towards keywords with the highest conversion potential. This not only improved the quality of the leads but also enhanced the overall efficiency of the campaigns.

Introducing Bing Ads

Despite Bing's smaller market share compared to Google, it offers substantial opportunities in certain demographics and regions, particularly in the Midwest. Recognizing this potential, we introduced Bing Ads into the company’s digital strategy. Bing’s cost-per-click is generally lower than Google's, which allowed us to stretch the existing budget further while reaching a new audience that the competition might have overlooked.

Integrated Digital Marketing Approach

Combining Google and Bing Ads provided a comprehensive coverage that maximized visibility across search engines. This integrated approach ensured that the concrete and asphalt company appeared in search results regardless of which platform potential clients used, effectively doubling the exposure.

Benefits of the Optimized Strategy

1. Increased Lead Volume: By optimizing keyword strategies on Google and expanding advertising to Bing, we doubled the number of leads within the same budget. This was a direct result of more efficient ad spend and broader platform coverage.

2. Higher Conversion Rates: With more targeted keywords and ads tailored to the Midwest market, the conversion rates improved significantly. Potential clients finding the ads were more likely to be interested in concrete and asphalt services, thus increasing the likelihood of converting clicks into customers.

3. Cost Efficiency: The strategic use of Bing Ads alongside Google allowed us to leverage lower costs per click and reach untapped markets without additional financial outlay, demonstrating a cost-effective approach to digital advertising.

4. Sustained Growth: The optimized campaigns have set a foundation for sustained growth. With continuous monitoring and tweaking of strategies, the company is well-positioned to maintain and even increase lead generation efficiency over time.

Conclusion

The success story of this Midwest concrete and asphalt company underscores the importance of a diversified and well-optimized digital marketing strategy. At Synergy Point Media, we understand the unique challenges and opportunities within the construction industry and are dedicated to helping our clients achieve remarkable growth through tailored digital marketing solutions. This case exemplifies how strategic adjustments and platform diversification can lead to substantial improvements in lead generation and business expansion.