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Pay-per-Click in Construction

2 (1)

Industry

Manufacturing

Challenge

Asphalt Anchors needed a marketing partner that truly understood their niche and could target the right audience. They also faced a sales drop on the Shopping network and wanted consistent, year-over-year growth in both volume and value.

Results

In October alone, the client saw a 74% increase in conversion value and a 15% rise in conversion volume, with a projected monthly revenue of $11,900. Their campaigns now consistently deliver a 5:1 return on ad spend (ROAS).

Key Products

+74%
Purchase Value
15%
Growth in Sales Volume
5:1
ROAS
$11,900
Projected Revenue

“And anything, any goal, any increase of salewhich is in excess of 15% per year is a major achievement for me. Year after year, working with you, helped exceed this. My philosophy, which applies to all management, is, hire talented people, and then don't worry about it anymore.”

Rudor Teich

Asphalt Anchors Corporation

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Asphalt Anchors Corporation

Specializes in creating anchoring systems for asphalt surfaces, serving a technical niche in the construction industry. Based in West Orange, NJ, they provide solutions to customers across various sectors, including signage, fencing, and safety equipment. Known for precision engineering, they needed marketing to match.

The Challenge

The client needed a team that understood their highly specialized products and could attract high-converting audiences. They also sought consistent year-over-year growth in both sales volume and purchase value—but a recent drop in Shopping sales demanded urgent strategic adjustment.

The Solution

We implemented a refined optimization strategy across both Search and Performance Max (PMax) campaigns, built on intelligent bidding and data-led decisions.

  • Updated PMax Bidding: Lowered the Target ROAS to give the algorithm more flexibility in discovering untapped user signals.

  • New Smart Bidding on Search: Shifted to Maximize Conversion Value—ideal for accounts with sparse recent data, as it doesn’t rely on predefined ROAS thresholds.

  • Ad Pruning for Impact: Reviewed 180-day conversion data and paused underperforming ads, reallocating spend to high-converting creatives that addressed customer pain points.

  • Enhanced Data Attribution: Implemented Enhanced Conversions alongside GA4 tracking to gain more accurate purchase attribution.

“Any increase of sales in excess of 15% per year is a major achievement for me. Year after year, working with you helped exceed this... Hire talented people, and then don't worry about it anymore.”
— Asphalt Anchors Corporation

The Results

The account rebounded strongly with:

  • +74% increase in purchase value

  • +15% increase in sales volume

  • 5:1 ROAS, delivering consistent profitability

  • $11,900 projected revenue in October alone

The campaign is now stable, efficient, and positioned for continued growth across both ecommerce and lead gen channels.

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