National Construction Staffing Agency

The challenge

A national construction staffing agency came in needing to do three things at once: replace an underperforming paid media program, scale local visibility across dozens of markets, and run a full-funnel campaign that wove together internal recruiting efforts with everything we were doing externally.

The pain points were specific:

1. PPC lead generation had stagnated. Years with a different agency had produced volume but not quality. They wanted lead count up, lead cost down, and a real channel mix.
2. Local visibility was a strategic bet. Construction talent searches locally. Owning the map pack across a large geography is the difference between being the obvious choice and being invisible.
3. Full-funnel meant full-funnel. Paid, organic, branding, content, email, and the client’s own non-digital efforts had to read as one program — to a prospect and to the executive team.

The approach

Six workstreams running in parallel, scoped to feed the same funnel:

• Multi-channel, persona-specific paid campaigns. Cross-platform paid across the channels their actual buyers used. Audiences and creative tuned by region and trade rather than blast.
• Country-wide Google Business Profile work. Optimized GBP listings across every market, layered with locally optimized service pages so the agency could compete in the map pack in markets it had never advertised in before.
• Organic strategy tuned to bottom-funnel intent. On-page content built to rank for the high-intent keywords that close — not vanity head terms. Companion content to progress colder leads through the funnel.
• Email program. Lifecycle nurtures for both new leads and existing relationships, integrated with the brand refresh.
• Creative refresh + brand work. Branding update that carried across paid creative, landing pages, the white paper, and email — so every touchpoint felt like the same company.
• Content and thought leadership. A white paper and ongoing blog work to seed the SEO program and arm the sales team with credible material.

Results

Paid media:

• +57% increase in total leads in 6 months
• ~30% decrease in CPL across platforms
• 8% Google Ads CTR — roughly 2× industry average

Local visibility:

• +105% increase in profile impressions
• +162% increase in profile views
• +325% increase in organic lead generation in 12 months

Organic search:

• +98% increase in users from organic search YoY
• Page-1 placements across the priority bottom-funnel keyword set

Full-funnel:

• +75% increase in total qualified lead generation over 12 months

Services delivered

• Paid Media — Multi-channel, persona-specific campaigns
• PPC Management — Google + Bing search; ongoing optimization
• Paid Social — Audience and creative testing
• Local SEO — Country-wide GBP and local-pack strategy
• National SEO — Bottom-funnel organic
• Content Marketing — White paper, blog program, lifecycle email
• Brand & Design — Creative refresh across every channel