Case Study: B2B Construction Campaign

Overview

This B2B campaign was designed to improve lead generation for a construction industry client with a newly built website that wasn’t converting. After conducting an in-depth audit, we discovered they were relying solely on underperforming Google Ads and missing out on opportunities to reach and warm up their ideal audience across other platforms.

The client had only one active marketing channel: a single, unoptimized Google Ads campaign. They were bidding on high-cost, competitive keywords that weren’t producing results. Without a supporting strategy or brand awareness efforts, their traffic remained cold and unengaged, resulting in minimal conversions.

Problem Statement

Solutions

To drive results, we implemented a full-funnel, multi-channel B2B strategy focused on both optimization and reach:

  • Google Ads Optimization

    • Added negative keywords to filter out irrelevant traffic.

    • Removed expensive, low-converting keywords to improve ROI.

    • Conducted keyword research to identify competitor strategies and uncover high-intent, lower-cost opportunities.

    • Continuously refined ad copy and targeting to improve CTR and lead quality.

LinkedIn Campaign Strategy

  • Phase 1 – Awareness Campaign: Built brand presence and educated a B2B audience in the construction space.

  • Phase 2 – Retargeting Campaign: Re-engaged website visitors and ad engagers to drive qualified traffic back to the site and nurture interest.

Results (Over 3 Months):

  • 56 leads generated via Google Ads.

  • 454,000+ impressions on LinkedIn, increasing visibility and brand awareness within their niche B2B audience.

Contact us.

amanda@designinfocus.ca