Digital Marketing Case Study: Construction & Building Materials
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How SEO, Google Ads, Shopping, analytics and email marketing worked together to increase visibility, generate qualified leads and create a stronger customer acquisition funnel for a specialist building materials supplier.
Turning digital demand into qualified enquiries.
The client is a specialist supplier operating in the construction and building materials sector, serving residential and commercial customers across the UK.
Its audience included homeowners and trade customers alongside contractors, architects, designers and property professionals.
The opportunity was not simply to increase website traffic. The wider objective was to build a more effective digital acquisition system: attracting relevant prospects, converting them into enquiries and maintaining engagement with potential customers who were not yet ready to buy.
Building a joined-up customer acquisition engine.
The strategy combined search marketing, paid acquisition, product advertising, analytics and lead nurture rather than treating each channel in isolation.
SEO and Google Ads captured existing search demand, Shopping increased product visibility, and analytics provided the data needed to continually improve performance.
Email marketing added another layer to the funnel by helping maintain contact with prospects after their initial interaction with the business.
SEO
Technical and on-page optimisation increased visibility for commercially valuable product, supplier and industry searches.
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Paid search campaigns captured high-intent demand from potential customers actively researching relevant products and suppliers.
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Product feeds and Shopping campaigns increased product exposure directly within Google and supported commercial acquisition.
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Performance data was used to understand search behaviour, campaigns and conversion activity and to refine marketing investment over time.
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Email communications supported lead nurture and follow-up, helping the business remain visible to prospects during a longer consideration and purchasing journey.
A dramatic increase in organic visibility.
SEO became a major source of visibility and customer acquisition, helping the business appear across a much broader range of commercially relevant searches.
Technical SEO, on-page optimisation, keyword targeting and ongoing content improvements strengthened the site's ability to compete for valuable search demand.
Measured against the original organic traffic baseline, traffic increased by more than 1,900% over the course of the programme, creating a significantly larger audience of prospective customers reaching the business through Google.
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Search performance continued to build year on year.
The long-term increase in organic traffic was not the end of the story. Once a much stronger search presence had been established, the website continued to increase its visibility and organic search activity year on year.
This later year-on-year performance is shown separately from the overall growth achieved from the original baseline, providing a clearer picture of both the scale of the transformation and the continued momentum that followed.
Capturing high-intent demand with Google Ads.
Paid search complemented the organic programme by giving the business additional visibility for strategically important commercial searches.
Search and Shopping activity provided multiple routes to market, reaching prospects while they were actively researching products, suppliers and solutions.
Campaign performance was evaluated alongside organic search and conversion data to build a clearer picture of the overall acquisition journey and identify opportunities for further optimisation.
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Not every prospect is ready to buy on their first visit.
Search marketing can generate highly relevant traffic, but higher-value building and renovation purchases often involve research, comparison and a longer decision-making process.
Email marketing extended the customer journey beyond the initial website visit or enquiry. Follow-up communications helped keep the business visible, reinforce its expertise and bring potential customers back when they were ready to progress.
This created a more complete acquisition funnel. Marketing was not focused solely on generating the first click, but on supporting prospects through the journey towards an enquiry, quote and eventual purchase.
Prospects discover the business through organic search, Google Ads or Shopping.
Relevant landing and product content helps visitors understand the offer and explore suitable options.
Interested prospects make contact, request information or begin the quotation process.
Follow-up communication keeps the business visible and supports prospects through the consideration process.
Marketing and follow-up work together to convert demand into genuine commercial opportunities.
Visibility translated into a stronger pipeline.
The impact extended beyond rankings, impressions and website traffic. Greater visibility translated into a substantially stronger flow of prospective customers.
Monthly quote enquiries increased from 30 to more than 120, representing more than four times the previous monthly volume.
The wider strategy demonstrates how acquisition channels become more valuable when they operate as part of a joined-up system. SEO captures organic demand, PPC provides additional reach, email supports lead nurture and analytics provides the insight needed to continually improve performance.
Want to turn more digital demand into qualified leads?
Talk to Tiga Digital about combining SEO, Google Ads, email marketing and performance analytics into a joined-up customer acquisition strategy.
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