Lead Generation For High-Ticket Services

Steel Building Provider Sees A 397% Increase In Leads

About The Client

The client supplies and erects more steel structures across Great Britain than any other company. Their 15+ years of experience and expertise makes them the UK’s leading steel building provider. Their philosophy is to provide a simple and easy-to-use buying platform for bespoke steel buildings.

The Challenge

The client approached us to create a lead generation campaign for their steel building services. They had invested in SEO and Google Ads with good success and wanted to add another channel to their efforts.

They had tried Facebook ads in the past but always struggled with the quality of the leads – and because of that, found themselves spending far too much time servicing the leads that came in (never mind trying to learn how to improve the ad campaigns!)

Aberdeen FC had no experience of paid activity on Facebook and wanted to test whether it could play a part in increasing season ticket sales for the 2017/2018 football league season. In previous years they had relied on traditional advertising efforts such as billboards and newspapers.

Client Name, CEO Aberdeen FC

Our Approach

Because it’s an expensive and unique product (not everyone wants a steel building!), we knew we needed to be super specific with our targeting. We researched the client’s previous customers and found out they were often involved in farming or agriculture and required space for cars and machinery.

We created campaigns that spoke directly to those demographics, both in our creative and our copy. We split all the audiences out to see which content performed best before optimising and scaling the best performers.

We knew that low-quality leads would be a problem initially (until we honed in on the perfect audience and messaging), so we worked with the client to get constant feedback on the lead quality. That way, we could alter our campaigns to improve eligibility.

Results

We were able to get the client results very quickly, increasing website traffic by 200% and increasing lead quantity by 397%, resulting in tens of thousands of pounds of orders placed.