Measurement and analysis
Follow the whole way from first click to signed job, and see the margin on each project while it is still running.
Data-driven marketing for construction companies
Identify which campaigns, audiences and channels deliver the best business results, and put your budget where it does the most good.
DATA-DRIVEN MARKETING
See which channels actually bring in jobs
If you are spending money on Google, Facebook or the website, you reasonably want to know which ones bring in enquiries and which ones only cost. So I set up measurement that shows where your visitors come from and what makes them get in touch. I use PostHog, which I run on my own servers (no American tech giants involved). That means the data about your visitors is not shared with third parties, and following GDPR gets considerably easier.
Once the measurement is in place I can start testing, for example showing two versions of a page or an offer and seeing which one brings in the most enquiries (so called A/B testing). What works I keep, and what does not I stop spending time and money on.
This service is part of the Growth and Partner packages, from SEK 10,000/month. It is not sold on its own.
HOW I DELIVER IT
Five steps, then a monthly rhythm.
The measurement and testing described above sit in steps 3 and 4. You always know what happens next, what I need from you and what you have in hand when a step is done. My overall process →
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Review of where you are
I start with what you already run and what it has actually produced in deals, not clicks.
You get: a picture of what marketing delivers today
I do
- Go through your ad accounts, website and past campaigns
- Work out what an enquiry and a won deal cost you today
- Identify the spend that isn't earning its place
You provide
- Access to ad accounts and website statistics
- A rough idea of what a typical project is worth
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Audiences and offer
Who you want to reach decides everything that follows, so we get specific before spending anything.
You get: clear audiences and messaging
I do
- Define the projects and customers you actually want more of
- Write the messaging that speaks to them
- Agree what a good enquiry looks like
You provide
- Your view on which jobs are worth winning
- Reference projects and images I can use
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Campaigns in the right channels
I build campaigns where your customers are, rather than where it is easiest to spend.
You get: campaigns live and tracked
I do
- Build campaigns in the channels that suit your projects
- Set up landing pages that turn clicks into enquiries
- Connect measurement in PostHog on my own servers, so every enquiry keeps its source without the data being shared on
You provide
- Approval of budget and messaging
- Someone who can answer new enquiries quickly
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A/B testing and optimisation
Once deals start coming back, I test my way forward and steer the budget by what is won, not by what is cheapest.
You get: budget moved to what wins work
I do
- Run A/B tests on pages and offers, and keep what brings in the most enquiries
- Compare channels on won deals, not clicks
- Shift budget towards what produces profitable projects
- Pause what doesn't, and say why
You provide
- Enquiries and outcomes kept up to date in the CRM
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Reporting and review
A short monthly report in plain language, and a conversation about what to do next. It is the same monthly review that covers the numbers and the customer management, not an extra meeting.
You get: a report you can actually use
I do
- Report leads, quotes and deals per channel
- Recommend what to change for the coming month
- Meet to walk through it together
You provide
- 30 to 45 minutes a month for the review
THE RESULT
A marketing budget that works as hard as you do.
Book a growth callPart of Growth and Partner, with more channels and more content in Partner. See what the packages include →
With data-driven marketing you get:
- Budget spent on the channels that win business
- More enquiries for the projects you want
- Knowing what it costs to win each new customer
- Decisions based on data instead of gut feeling
MORE SERVICES
Part of the same system.
FAQ
Questions about data-driven marketing.
Which channels do you work with?
I choose channels based on where your customers are. For construction companies that often means search ads, social media and organic search visibility, but the priorities are set by your own numbers.
How long before we see results?
It depends on where you start. Measurement gives you insight straight away, while campaigns need time and data to be optimised. I'll go through realistic expectations for your business on the free call.
How is this different from ordinary advertising?
Ordinary advertising is often optimised for clicks and impressions. I connect your ads to your CRM so they can be optimised for what matters: won deals.
CONTACT
Rather write than talk?
Send a few lines about how you work today and what is not working, and I will come back to you. If you would rather talk it through, book a growth call instead.
Book a growth call →READY TO TAKE THE NEXT STEP?
Do you know which of your marketing actually brings in jobs?
Book a free call and I'll go through where you have the most to gain in your marketing, customer management and follow-up. You get concrete things to take away, whatever you decide afterwards.