37% Increase in Inquiries for a Construction Company
We changed the Google Ads strategy, moving away from general keywords in favor of specific renovation services in the region.
We show how Bud-Max from Radom stopped wasting time on calls for minor repairs. Instead of taking everything as it comes, we focused on large projects that generate real profit.
The challenge
The company owner, Mr. Marek, was spending 1,450 PLN per month on online ads, but the results were poor. The phone rang about 18 times a month, but most people were asking for plaster touch-ups or painting a single room. With a 5-person crew, such projects only generated fuel costs and wasted time on quotes that rarely ended in a contract. The company was losing about 2,400 PLN per month just on traveling to clients who were looking for the cheapest offer on the market.
The problem was that ads were displayed to anyone who typed the word 'renovation' into the search engine. Bud-Max was competing with individual handymen working under the table, which made no economic sense for an officially operating company from Radom. We needed clients planning comprehensive finishes or house elevations for properties over 110 square meters.
Our approach
We started with a meeting at the office on Chrobrego Street, where we analyzed profits from the last 14 months. We calculated that the company has the highest margins on facades and roofs. Since we count concrete profits, we immediately turned off ads for phrases like 'cheap renovation' or 'wall painting'. We focused on a 35-kilometer radius from Radom so that the crew wouldn't waste 2 hours a day commuting to Skarżysko or Grójec.
Inquiry verification became a priority. Together with Kapitał Wiedzy, we determined that a long-term business is built on loyal clients and large projects. Our team (2 local marketing specialists) rebuilt the contact form so that the client had to provide the square footage of the investment. This allowed Mr. Marek to filter out projects that only generated losses.
The solution
We removed all stock photos from the website. Clients in Radom value authenticity, so we uploaded 12 raw but clear photos from construction sites in Michałów and Józefów. This showed that the crew is actually working and has professional equipment. The website stopped being a flyer and became a work tool.
We launched new Google Ads campaigns set for specific hours when people most often look for crews – namely in the evenings and on Saturday mornings. Additionally, we implemented a simple notification system. As soon as someone filled out a form for a facade, Mr. Marek received an SMS and could call back within 11 minutes. Speed of response in this industry is half the success, as clients usually call three companies at once.
Results
Bud-Max now has a calendar filled for 4 months ahead and does not have to worry about small projects.
Timeline
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June 2024Margin audit and analysis of the last 18 inquiries
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July 2024Replacing photos with real shots from Radom and the surrounding area
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August 2024Launch of a new local Google Ads campaign
"I was skeptical about the changes because I thought fewer inquiries meant less work. It turned out that we have fewer calls about nonsense and more specific jobs for good money."