Clients worth ₽60 million.

Background

I have been working with Alliance Group for a very long time. We started with apartment renovation (you can see that case study here).

I have been working with Alliance Group for a very long time. We started with apartment renovation (you can see that case study here).

I have been working with Alliance Group for a very long time. We started with apartment renovation (you can see that case study here).

Then the client came back again and again. After apartment renovation we worked on setting up advertising for the renovation of cottages, offices and commercial premises.

And then Alliance Group approached us once more and proposed yet another new project. This time we needed to attract clients for cottage construction and electrical installation work.

Objective

Since the construction and apartment renovation market is oversaturated, and all companies promise roughly the same thing, the main objective was to set Alliance Group apart from competitors through its key benefits.

Since the construction and apartment renovation market is oversaturated, and all companies promise roughly the same thing, the main objective was to set Alliance Group apart from competitors through its key benefits.

Since the construction and apartment renovation market is oversaturated, and all companies promise roughly the same thing, the main objective was to set Alliance Group apart from competitors through its key benefits.

What we did

Once again I carefully analysed the market, competitors' websites and their methods of promotion. I already have vast experience in this particular niche. However, it is almost always possible to find new details that help later on.

Once again I carefully analysed the market, competitors' websites and their methods of promotion. I already have vast experience in this particular niche. However, it is almost always possible to find new details that help later on.

Once again I carefully analysed the market, competitors' websites and their methods of promotion. I already have vast experience in this particular niche. However, it is almost always possible to find new details that help later on.

Based on the results of the analysis, I designed the structure of the future website and wrote the copy and messaging. Then the designer created the design. I defined and approved the lead-capture forms with the key offers.

After that I built 3 single-page websites:

– for cottage construction

– for electrical installation work

– for building a cottage (in quiz format)

In the construction sector, one of the key factors in choosing is trust in a specific company. So I paid special attention to the blocks and details on the site that would close all of these questions.

Next came the actual set-up and launch of the advertising campaign in Yandex Direct and Google Ads. Screenshots of the ad campaigns are attached.

But then something happened that sometimes happens in our work: a low deal close rate.

So I reworked the blocks that had a direct impact on trust in the company. In addition, I optimised the contextual advertising spend: I kept only the campaigns that performed best. And I also added a couple of secret tricks that still work to this day, even though the work with the client is finished.

Result

a) Electrical installation work

In 46 days:

In 46 days:

Enquiries — 183

Cost per enquiry — ₽347 and ₽860

Average order value — ₽56,000

Payback — 4 days

b) Cottage construction

In 57 days:

In 57 days:

Enquiries — 142

Cost per enquiry — ₽772 and ₽983

Average order value — ₽5,300,000

Payback — 19 days

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