Service
Performance marketing and lead generation
Campaigns designed to produce qualified enquiries in construction, with dedicated conversion journeys and qualification before hand-off.
- Search intent
- Dedicated journeys
- Qualification before hand-off
A lead is only worth having if it matches what you actually do
In construction, a high volume of poorly targeted enquiries costs more than it returns: each enquiry consumes estimating time.
Lead generation means capturing an expressed intent — a search, a consultation, a stated need — and turning it into a workable enquiry. It therefore requires knowing precisely which enquiries you want to receive, and which you do not.
The programme combines visibility on relevant queries, landing pages written in the vocabulary of the sector, and a form that collects the information needed for qualification.
Qualification happens before hand-off: scope, timeline, location and project type are verified so that your teams only handle enquiries consistent with your capacity.
Receiving few inbound enquiries?
Framing identifies the queries worth working and the journeys worth building.
Who this service is for
Online acquisition assumes an identifiable offer and the ability to handle the enquiries received.
Companies relying on word of mouth
Businesses whose activity rests on referral and who want a complementary source.
Companies with little online presence
Businesses absent from search results for their own specialities.
Short-cycle offers
Renovation, maintenance or equipment services where the need is directly expressed.
Manufacturers and distributors
Producers wanting to capture technical solution searches upstream of consultations.
Networks and franchises
Organisations needing to supply several branches or regional locations.
Launching a new service
Companies wanting to measure market interest in a recent offer quickly.
The difficulties this service addresses
Acquisition in construction carries specific constraints.
Out-of-scope enquiries
Generic forms attract projects that are too small, too distant or outside your speciality.
Misaligned vocabulary
Pages written in internal language do not match the terms people actually search for.
Competition on generic terms
Broad queries are saturated and expensive, while precise ones remain accessible.
Slow handling
An enquiry that is not called back quickly moves to a competitor.
No measurement
Without tracking, campaigns that produce business cannot be told apart from those producing noise.
Poorly anticipated seasonality
Quiet periods and demand peaks are not factored into planning.
How we approach acquisition
Enquiry quality takes priority over raw volume.
We first define the lead you want to receive: project type, size, location, timing and contact. That profile becomes the design criterion for campaigns and forms.
The programme is then measured on the share of enquiries matching that profile, not on the total number of forms received.
Intent rather than audience
We work the queries that signal a current need, not general brand awareness.
Specialised journeys
One page per service and per area, with genuinely informative content.
Qualifying forms
The fields requested support qualification without discouraging the enquiry.
A feedback loop
Your team's feedback on lead quality corrects campaign targeting.
Methodology
A programme built in six parts.
Defining the target lead
Formalising the criteria of a workable lead: type, size, area, timing and contact.
Query analysis
Identifying commercially intentful searches specific to your speciality and area.
Designing the journeys
Structuring landing pages: content, technical evidence, call to action and form.
Campaign deployment
Rolling out the chosen levers: organic visibility, paid campaigns and targeted distribution.
Enquiry qualification
Verifying the stated need before hand-off and setting aside out-of-scope enquiries.
Measurement and arbitration
Tracking cost per qualified enquiry and reallocating between levers based on observed results.
The process, step by step
From campaign to reporting.
- 01
Campaign
Launching the acquisition levers on the selected queries and audiences.
- 02
Traffic
Directing visitors to the page that matches their search precisely.
- 03
Lead
Collecting the enquiry through a form designed to capture qualification elements.
- 04
Qualification
Verifying scope, timeline and location before anything is handed over.
- 05
Transfer
Sending the qualified enquiry to the designated contact, with the context gathered.
- 06
Reporting
Reporting volumes, qualification rates and costs by lever.
Set-aside enquiries are documented: they show where targeting needs to be tightened.
Want to define your workable lead profile?
It is the step that determines the profitability of the entire acquisition programme.
What this service delivers
An inbound flow that complements outbound prospecting.
Expressed enquiries
Contact happens when the need has already been stated by the enquirer.
Progressive targeting
Field feedback tightens the programme campaign after campaign.
Durable visibility
Content and search work keep producing after paid campaigns stop.
Clear measurement
Each lever is assessed on cost per qualified enquiry, not on clicks.
A lighter sales load
Out-of-scope enquiries are set aside before reaching your team.
A fast offer test
Market interest in a new service can be measured within weeks.
Deliverables and materials provided
The programme leaves assets your company can use.
- Written definition of the target lead
- Analysis of segment queries and vocabulary
- Dedicated landing pages and forms
- Campaign and conversion tracking configuration
- Qualification sheet per enquiry handed over
- Periodic reporting by acquisition lever
Industries served
Levers differ according to the length of the decision cycle.
Renovation and home improvement
Enquiries expressed directly by private owners or property managers.
Energy performance
Searches driven by regulatory obligations and improvement schemes.
Building services equipment
Heating, ventilation, electrical, security and building automation.
Manufacturers and distributors
Searches for technical solutions and product documentation ahead of decisions.
Site services
Plant hire, logistics and operational support services.
New build
Longer cycles, where acquisition prepares a relationship rather than an immediate order.
Engagement models
The programme is sized around your capacity to handle enquiries.
Pilot campaign
A restricted scope to validate the lead profile and the acquisition cost.
Continuous acquisition
A long-running programme with periodic reallocation between levers.
Acquisition and qualification
Campaigns coupled with the contact centre so enquiries are handled quickly.
Capability transfer
Documenting the programme so your teams can progressively take it over.
Governance, measurement and data
Acquisition is steered through shared indicators.
- Written, revisable qualification criteria
- Cost per qualified enquiry tracked
- Set-aside enquiries and reasons reported
- Consent collected on all forms
- Data limited to the stated commercial purpose
- Access to campaign tracking dashboards
Performance varies with competition and segment seasonality; no cost per lead is guaranteed in advance.
Frequently asked questions
The points examined before launching a programme.
Let us define the enquiries you actually want
A useful acquisition programme starts with a precise definition of a workable lead. Everything else follows from it.
Continue reading
These pages extend lead generation depending on your priority.
Related services
- Contact centre
So the enquiries you receive are handled and called back without delay.
- Commercial prospecting
To complement inbound enquiries with targeted outbound work.
- Strategic consulting
If the offer itself needs clarifying before any campaign.
Solutions and industries
- Solutions by objective
To start from the objective: leads, clients or structured growth.
- Industries served
To assess how relevant acquisition is for your segment.
- Resources
Our analysis content, currently in preparation.
Go further
- Contact us
Describe the kind of enquiries you want to receive.
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