Asphalt Division
YEar
2020
Project Name
Asphalt Division
service
Performance Marketing
Industry
Construction
Brief
The objective was to fix an underperforming Facebook advertising effort for a Texas-based construction company and turn it into a reliable source of qualified leads and clients. The company was already investing in ads but struggling to generate leads and convert them, which was stalling growth. The goal was to rebuild the approach around credibility, a structured buyer's journey, and precise targeting, so the same advertising channel could deliver dramatically better results at a far lower cost per lead.
Challenge
The greatest challenge was a broken conversion path rather than a lack of effort. Despite running Facebook ads, the company was struggling to generate leads and turn them into clients, and the low conversion rate was holding back growth. Reversing this meant addressing several gaps at once: the business needed the credibility to earn trust, a system to guide prospects from first awareness through to purchase, and messaging sharp enough to attract the right audience. Without those pieces working together, ad spend was producing activity but not clients.
Discovery
Research into the account and audience shaped a strategy built on trust, structure, and precision. Verifying the business manager emerged as a foundational step, adding credibility and trustworthiness that prospects respond to. It also became clear that leads were slipping away without a guided path to conversion, which pointed to the need for a proper sales funnel to move prospects through the buyer's journey. Speaking directly to contractors and zeroing in on the correct interest groups would ensure the ads reached the people most likely to convert rather than a broad, unqualified audience.
Design
The strategy was designed as a credibility-backed, funnel-driven lead generation system built to convert. Business manager verification established trust from the outset, while a Go High Level sales funnel guided prospects through the buyer's journey from awareness to purchase. Ad copy and creatives that specifically called out contractors attracted the right audience, and careful audience and interest targeting ensured the ads reached those most likely to convert. The results were substantial. Against a goal of $50 per lead, the campaign delivered leads at just $14 each, 80 percent below the target cost, generating 901 leads and 90 closed clients from a $30,000 spend, and turning a stalling ad effort into a genuine engine for growth.
Ready to
ascend?
