Paid Media Strategy & Management

Wolf Paving's website attracted plenty of traffic, but almost none of it converted to qualified leads. The problem: their paid campaigns targeted broad audiences instead of the commercial decision-makers who actually buy paving services.

We audited their campaigns and found the problem: untargeted audiences. In the past, their efforts yielded results that were high-volume but low in terms of lead conversions.

We audited their campaigns and identified the core problem: Their ads reached broad, untargeted audiences instead of commercial decision-makers. The targeting didn't account for their ideal customers' age, company size, job function, or commercial buying behaviors.

We rebuilt their approach around three core fixes:

• Audience strategy: Created targeted segments based on commercial buyer behavior and company size
  
  
• Campaign optimization: Rebuilt Google Ads and social campaigns with precision targeting and conversion tracking
  
  
• Content and landing pages: Developed ad creative and landing pages designed for commercial decision-makers

In nine months, we generated $6M in qualified pipeline for Wolf Paving. They've closed over a third of those opportunities, far exceeding their ROI expectations.