Situation
Menemsha provides survey, architecture, construction and management solutions nationwide. With roots in restaurant and retail development, Menemsha now works across multiple market segments to complete commercial development projects.
Signal assumed management of Menemsha’s LinkedIn page in June 2021, with activities including facilitating weekly meetings to collaborate on content, coordinating photography, interviewing SMEs, and writing and publishing to the client’s portfolio and blog. Our organic efforts improved all metrics, including a 300x increase in engagement and 100x increase in reach.
When considering the company’s trajectory and goals, leadership at Menemsha decided they wanted to increase marketing efforts for design-build projects and projects in the healthcare and banking industries. To pursue these marketing efforts, we ran a 90-day pilot period from August to November for LinkedIn Ads and Google Ads.
Our Solution
With a primary goal of brand awareness and secondary goal of lead generation, we leveraged these paid platforms to create significant increases across all metrics when comparing against pre-pilot analytics.
For LinkedIn, Signal created an audience using industry and job title targeting. We created two carousel ads for design-build and a static image ad for both the banking and the healthcare industries.
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For Google, we developed Search campaigns targeting users actively seeking construction support for design-build, banking and healthcare projects.
Signal also created engaging landing pages for each targeted industry that were linked to on both LinkedIn Ads and Google Ads.
Throughout the pilot campaign, we optimized ad copy, landing page copy, and keywords to hone in on our audience and generate relevant traffic. In our weekly meetings with Menemsha, we discussed incoming leads and shared performance reports with them monthly.
Results
Awareness
LinkedIn Organic, LinkedIn Ads and Google Ads combined generated 1,505% more impressions for Menemsha than organic posts alone. The increase in impressions led to a 180% increase in engagements with the brand, as well as an impressive 6,712 website visits—a 244% increase.
Lead Generation
The paid campaign generated 18 leads, of which over 50% turned into sales opportunities. With Signal’s assistance, Menemsha was directly led to sales opportunities in the markets they were looking to expand further into.
Moving forward
Given the success of the pilot period, Signal and Menemsha are currently continuing PPC efforts for LinkedIn and Google.
