Case Study
D2 Build
D2 Build saw a significant boost in web lead generation after partnering with MGG Digital, who implemented their strategic Hybrid Google Approach.
Prior to this, the Toronto-based home renovation contractor struggled to drive traffic to their website. Lacking an in-house engine to drive traffic to their site, they outsourced their lead generation to an agency. This strategy was costly and lacked transparency in acquiring insights into the quality of their leads. They were not provided with any data from Adwords (as it would be under the agency’s account) that could help them modify their strategy to attract and convert high-quality leads into customers.
TOP MGG SERVICES USED BY D2 Build:
LinkedIn Content Marketing
SEO Digital Marketing
eCommerce Email Marketing
Google Ads / PPC Management & Optimization
eCommerce Marketing
WORKING WITH US
Boost Organic Lead Generation With Search Engine Optimized Content
Combine Content With Google Ads Support To Increase Your Website’s Ranking
About The Client
D2 Build is a Toronto-based construction and renovation company specializing in residential, commercial, and institutional projects. With a commitment to delivering high-quality craftsmanship, D2 Build caters to clients looking for custom home builds, major renovations, and complex commercial projects. Their services are tailored to meet the unique needs of each client, ensuring that every project is completed on time, within budget, and to the highest standards.
THE NEED
As a leading construction and renovation company specializing in high-end residential and commercial projects, D2 Build was looking to enhance its online presence, attract more clients, and establish itself as a top-tier brand in the construction industry. Particularly in Toronto, they wanted to ensure that they could be found by residents in specific Toronto communities: East York, Riverdale, Leslieville, Danforth, and Cabbagetown. The vast majority of their clients are not only from these communities, but D2 Build had particular experience working with the small, traditional style of homes in these parts of the city.
MGG Digital was tasked with developing a comprehensive digital strategy to achieve these goals. The immediate concern was finding the right keywords and key phrases that could be utilized with Google Ad support and high-quality written content. By leveraging the Hybrid Google Approach, which combines the immediate impact of Google Ads with the long-term benefits of SEO, D2 Build was able to achieve high rankings, targeted reach, and an optimized return on their investment.
Immediate Visibility with Google Ads
One of the key challenges D2 Build faced was the need for immediate visibility in a competitive market. Google Ads provided the perfect solution. Through running queries of the most searched topics and keywords for home renovation companies, MGG Digital launched targeted ad campaigns. This approach was particularly effective during the launch of new services and promotions, ensuring that potential clients could find D2 Build at the critical moment of their search.
Budget Control
One of the most significant advantages of Google Ads is the ability to control ad spend. For D2 Build, this meant aligning their advertising efforts with their budget.
Scalable Spending: D2 Build could start with a modest budget and gradually increase investment as campaigns proved successful.
Real-Time Adjustments: The ability to pause, stop, or modify campaigns allowed D2 Build to remain agile, responding to market changes and internal needs without wasting resources.
Cost-Effective Advertising: Through careful monitoring and optimization, MGG Digital ensured that D2 Build’s ads delivered high returns on investment, maintaining cost-effectiveness even as the campaigns scaled.
eCommerce Marketing
Online marketing requires smart development of all aspects of your online presence. This includes building an optimized, easily accessible, and responsive website, which we achieved through our Magento eCommerce build. One great feature of using Magento is that they have on-demand performance testing to detect, troubleshoot, and resolve any issues that could compromise the speed and functionality of the user experience.
We also frequently perform assessments of analytics and A/B testing of conversion strategies, which we then provide our findings to IDL Displays.
In conjunction with our LinkedIn marketing strategies, we create informative content for IDL across all social media platforms to generate new potential leads.
Data Synergy
One of the key advantages of the Hybrid Google Approach is the synergy between Google Ads and SEO.
Informing SEO with Ads Data: High-performing keywords from Google Ads campaigns were integrated into SEO strategies, helping to refine and improve organic search efforts.
Enhancing Ads with SEO Insights: Pages that performed well organically were highlighted in ad campaigns, boosting their visibility even further.
Continuous Improvement: The ongoing analysis of both paid and organic traffic provided insights that allowed D2 Build to continuously refine and improve its digital marketing strategy.
Targeted Advertising
The power of Google Ads lies not just in its ability to generate immediate traffic, but in its precision targeting. For D2 Build, this meant reaching the right audience—homeowners within the East York community looking to expand or renovate their spaces, and businesses looking for premium construction services—at the right time.
Demographic Targeting: MGG Digital helped D2 Build set up campaigns that targeted specific age groups, income levels, and locations, ensuring that ads were seen by those most likely to convert.
Behavioural Targeting: By leveraging data on user behaviour, D2 Build’s ads were shown to individuals who had previously searched for related services or visited competitor sites, further increasing the chances of conversion.
Remarketing: D2 Build also employed remarketing strategies to re-engage users who had visited their website but had not yet made a decision, keeping their brand top-of-mind.
Long-Term Growth
While Google Ads provided immediate results, D2 Build also focused on building a sustainable online presence through SEO. This dual approach ensured both short-term gains and long-term success.
SEO was integral to D2 Build’s strategy for long-term growth. Through working with D2 Build to add more written content to the pages on their website, adding in FAQ sections, and regular blog postings, they improved their organic rankings, making it easier for potential customers to find them without the ongoing cost of ads.
Keyword Optimization: MGG Digital conducted extensive keyword research to identify the terms most relevant to D2 Build’s services. These keywords were strategically integrated into the website’s content, meta tags, blog content, faqs, and URLs.
Content Development: High-quality content, including blog posts, case studies, and project showcases, was created to engage visitors and improve search engine visibility.
Technical SEO: Improvements to site speed, mobile responsiveness, and secure browsing were made to enhance the user experience and boost search engine rankings.
Risk Mitigation
The dynamic nature of Google’s search algorithms means that relying solely on SEO can be risky. D2 Build’s hybrid strategy mitigated these risks by balancing SEO with Google Ads.
Protection Against Algorithm Updates: By maintaining active Google Ads campaigns, D2 Build could protect its traffic levels against potential drops caused by algorithm changes.
Adaptability: The ability to quickly shift focus between SEO and paid ads allowed D2 Build to stay ahead of market changes and maintain consistent traffic and lead generation.
Optimized ROI
Ultimately, the combination of Google Ads and SEO allowed D2 Build to achieve a balanced, cost-effective marketing strategy that delivered strong returns on investment.
Balanced Investment:
D2 Build was able to allocate its marketing budget in a way that maximized ROI, with a dynamic balance between paid and organic efforts based on real-time performance data.
Conversion Funnel Coverage:
The hybrid approach ensured that D2 Build captured potential clients at every stage of the purchasing journey. Google Ads targeted users early in their search, while SEO captured those who were closer to making a decision, ensuring comprehensive coverage across the conversion funnel.
Client Name Position, D2 Build
MEASURING SUCCESS
D2 Build experienced remarkable growth by adopting MGG Digital’s Hybrid Google Approach. The implementation of Google Ads enabled D2 Build to generate instant traffic, with a noticeable increase in website visits within hours of launching campaigns. This immediate visibility translated into a significant uptick in client inquiries, as strategically placed ads maximized exposure to potential customers. Additionally, the flexibility of Google Ads budgeting allowed D2 Build to control costs effectively, optimizing their return on investment while scaling their marketing efforts as needed.