PPC Campaign

The Challenge

Despite its experience and a reputation for high-quality workmanship, KSW Construction faced the common industry challenge of maintaining a steady, predictable lead flow in a highly competitive local market. 

While they have built a strong foundation through organic SEO and word-of-mouth referrals, these methods often require a more time-consuming approach, leaving a gap in their work calendar.

Our Strategy

To gain more strategic control over their growth and bridge gaps in their project calendar, we used PPC ads as part of our multi-pronged approach to achieve visibility at the top of search results. 

By launching targeted campaigns designed to introduce their core services to specific geographic markets, KSW can now capture high-intent homeowners in key areas at the exact moment they search for urgent needs. 

The goal of this proactive approach is to keep KSW the first choice for residents ready to hire, allowing the company to build a stronger presence in the very neighborhoods where it’s most looking to grow.

The Results

While Paid Search accounted for a modest 5.66% of total site traffic with 2,416 sessions, it proved to be more efficient at driving engagement. With a 55.5% engagement rate and an average session duration of 1 minute and 28 seconds, these users demonstrated significantly more intent than traffic from other channels. 

This quality translated directly into performance; Paid Search delivered a 9.77% key event rate outperforming other ad channels, and successfully introduced over 2,100 new users to the KSW brand.

To bridge the gap between informational browsers and ready-to-commit project leads, the strategy pivoted toward Local Services Ads (LSAs). While traditional search ads led to broad inquiries or small repair requests, the LSA transition generated 419 leads through direct calls and messages from people who saw the “Google Guaranteed” badge.