Delivering a low-cost, high-impact digital marketing campaign: a case study

Client overview 

Already established as specialists in high-end private home builds and commercial fit-outs, our construction sector client partnered with Grey Dog to launch a digital marketing campaign for an ambitious 12-house development project. Having successfully collaborated on previous digital marketing projects with Grey Dog, the client approached Grey Dog for guidance on overcoming the challenges of establishing a robust online presence for a new brand. 

Challenges and objectives

Entering a pivotal phase in their business but unsure on how to enter a new market, the client initially aimed to enhance online brand awareness and establish trust among their core audience on Facebook and Google 

A strategic approach 

In close collaboration with the client, Grey Dog crafted a comprehensive marketing strategy that addressed their core objectives. The marketing plan included creating a visual brand for the development, building a new website, implementing a solid digital marketing campaign encompassing email marketing and paid digital advertising, and executing impactful local marketing with eye-catching signage on the development site. 

Quantifiable success 

The campaign has yielded remarkable results. The website engagement rate, at just over 62%, was well above the industry average of 54% and generated 987 leads. The ad had 319,060 impressions with a noteworthy CTR (click-through-rate) of 3.41%, far exceeding the industry average of 0.99%. In line with this level of engagement, the Meta ad generated an additional 634 leads. What’s more, the cost per lead was an impressive €0.07, underscoring the efficiency and effectiveness of Grey Dog’s strategies in turning online engagement into tangible business opportunities.

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Key success factors

Transparent communication

A cornerstone of our success was consistent communication and transparent reporting, providing the client with a clear view of the campaign’s progress and performance. Grey Dog not only met but exceeded initial expectations, instilling confidence in the campaign’s effectiveness.

Meta advertising triumph

A standout achievement was the paid advertising campaign on Meta, which contributed two-thirds of the overall campaign leads. This success was magnified by a well-designed website, showcasing the power of paid digital advertising—a previously unexplored avenue for the client.

An iterative approach 

Grey Dog’s iterative approach, starting with a modest budget and incrementally increasing it as the campaign evolved, ensured a steady and consistent flow of leads for the client. This adaptability contributed to sustained success throughout the project’s lifecycle.

How you can get similar results 

Business owners often understand the importance of incorporating digital marketing into their overall strategy. But they can struggle with knowing how to establish their brand online in a way that achieves high ROI. This case study shows that with our expertise, clients can enjoy a significant impact on lead generation while maintaining cost-effectiveness. 

Ready to transform your digital presence and drive tangible results? Get in touch to find out how Grey Dog’s tailored solutions can bring your projects to new heights.


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10 May 2024

The information shows that you are knowledgeable about this subject and is helpful for the newbie and for the expert alike. Great article, by the way, I'll definitely check out your other blogs. Digital Marketing Expert

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