Key Objectives
Reach National and Regional Audiences
Cater Campaigns to Diverse Client Needs
Maximize Paid Social Ad Spend
Maintain Positive Growth Across All Paid Social Channels
The Project Background
Belgard is the flagship brand of hardscape building materials manufacturer, Oldcastle APG.
Belgard supplies hardscape materials for outdoor living areas including concrete, porcelain, and permeable pavers, as well as wall blocks for freestanding and retaining walls. Beyond paver block materials, the company also designs and markets easy-to-assemble modular kits for outdoor kitchens, fireplaces, and fire pits.
Captivate was brought in by Definition 6, a long-time agency partner, to manage Belgard’s paid social, paid search, and organic SEO programs in 2018. The program’s primary goal was to drive qualified leads for hardscape projects across the country.
The Project Challenge
As with any paid social media advertising campaign, we leveraged user search data and 12-month trend analysis to construct target audiences of customers most likely to convert. With Belgard supplying contractors and dealers across the country, we had a lot of research to do!
Once we settled on target audiences, we devised a well-organized account strategy aimed at maintaining positive ROI across all regional and national audiences.
Captivate then managed optimized ad budgets, creative rollouts (not creative design), and audiences based on account performances over short and long-term campaign activity.
Key Issues
Wide-Ranging Audience Segments
Diverse Geographical Target Markets
Market-Specific Product Lines
Maintenance of Positive ROI Across Accounts
The ROI Focused Solution
Captivate built Belgard an overarching paid social media strategy — featuring national, regional, and trade campaigns.
By learning the Belgard team’s target audience profiles, we focused on fostering a community with ideal Belgard customers. These users were combined with separate look-a-like and retargeting audiences to further bolster Belgard’s site traffic. Together, these audiences formed the foundation of Belgard ad campaigns.
Next, we optimized spending based on key performance indicators, such as Cost Per Lead, Cost Per Click, and Click Through Rate — by both audience and channel. These KPIs helped us understand how to best utilize budgets.
The Results
Our social media advertising specialists built Belgard a highly successful paid social campaign through extensive keyword research. These results all represent year-over-year improvements, offering a bright future with continued growth opportunity.
564%
Increase
Conversion Increase
Massively increased total ad conversions.
440%
Increase
Efficient Spending
Spent funds more efficiently despite campaign growth.
.2%
Increase
Click Through Rate
Expanded client engagement with ads.
4%
Decrease
Cost Per Click
Lowered price per successful advertisements.
21%
Decrease
Cost Per Lead
Minimized expenses per new lead.
3%
Decrease
Bounce Rate
Maintained more clients per visit.
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