01/ Start of Work
Client — Construction Management Company, providing services in technical supervision, construction project management, budget control, and contractor oversight in Israel.
Geo‑targeting: Israel
Market specifics:
- Seasonality: peak demand March–August.
- High cost of error: long decision‑making cycle, trust required.
- Aggressive auction: high cost per click in the construction niche.
02/ Goals
- Launch of search website advertising in Google Ads for seasonal demand.
- Attract B2B segment: developers, investors, property owners.
- Optimize conversion cost in an expensive auction environment.
03/ Work Description
Stage 1. Semantic Analysis
- Collection of transactional queries related to construction management.
- Segmentation by language groups (Hebrew / Russian‑speaking investors).
- Exclusion of irrelevant queries (jobs, info requests).
Stage 2. Ad Development
- Adaptive RSA ads focusing on budget control, deadlines, licenses.
- Use of extensions: clarifications, additional links, call button — all for effective website advertising.
Stage 3. Campaign Management
- Dynamic budget allocation for peak demand.
- Bid control to avoid overpayment.
- Weekly cleaning of search phrases.
04/ Result
Website advertising for the company delivered:
- +320% targeted search traffic.
- Website conversion ~5.4%.
- CPL $35–$55 — profitable for the Israeli market.
- 60% of leads moved to the meeting and cost estimation stage.
Timely launch of search advertising allowed the company to secure a pool of major construction management contracts for a year ahead, ensuring a stable flow of B2B leads.
