marketing

from click to quote, rapid growth for Constructiefgoed

Company: Constructiefgoed

get to know:
Constructiefgoed

Constructiefgoed is a specialist structural engineering firm that provides structural calculations for home alterations, renovations and structural interventions. They work for both private clients and businesses, including contractors, architects and property parties.

Constructiefgoed’s structural calculations are in many cases a legal requirement and form an essential part of the permit process. They provide insight into the load-bearing capacity, stability and safety of structures during alterations such as extensions, roof extensions, wall removals and foundation changes. This makes them the technical basis for responsible building and renovating, with as few risks as possible during and after the work. Constructiefgoed has been a BE Digital client from day one!

Company

Constructiefgoed

Services

Advertising on Google, Social Media, Data & Web analytics

Website

www.constructiefgoed.nl

the challenge

At the end of 2022, Constructiefgoed wanted to grow the number of quote requests in a targeted way, without depending on one-off peaks or an ever-higher advertising budget. Online findability lagged behind the ambition, in both paid results and organic positions. In addition, irrelevant clicks and spam requests created noise in the process and extra pressure on follow-up.

The request for help was clear
set up a scalable and predictable inflow of high-quality quote requests, increase visibility in Google on keywords with direct request value, and improve the digital process so that requests can be followed up faster and more efficiently.

our solution

We set up the digital strategy on two tracks, immediate results via SEA and structural growth via SEO, supplemented with optimisations in the quote process and content production.

SEA, steering on demand and quality

We started with a restructure of Google Ads, with a focus on search intent and exclusion of irrelevant terms. We then deployed Search and Performance Max with different funnel settings, so that ads better matched the target group and stage in the decision process. With weekly optimisations we steered on return, stability and predictability in request volume.

SEO, building positions that stay put

In parallel, the foundation for organic growth was laid: technical improvements, structure in service pages and a content approach via knowledge base and blogs. That combination matches how Constructiefgoed itself makes knowledge accessible, and delivered lasting visibility on niche searches with a high chance of conversion.

SEO, building positions that stay put

In parallel, the foundation for organic growth was laid: technical improvements, structure in service pages and a content approach via knowledge base and blogs. That combination matches how Constructiefgoed itself makes knowledge accessible, and delivered lasting visibility on niche searches with a high chance of conversion.

focus next phase: Future-proofing, responding to AI search results

Search behaviour is shifting towards AI-generated answers, such as Google’s AI Overviews, and experiments such as AI Mode. That calls for content that not only ranks in “blue links”, but is also easy for AI systems to cite and understand. That is why the focus in the next phase is on content with a clear structure (topics, definitions, FAQs) and video, because visual content is increasingly part of the search experience and can be used more widely within campaigns.

the result

The combination of targeted SEA, structural SEO and a tighter quote process led to more requests, higher quality and more predictability in the inflow.

quote requests grew by an average of 25% per month, with peaks of up to 200%

significantly fewer spam requests, resulting in higher lead quality

optimised process for handling and following up quote requests

number 1 positions in Google on strategic niche keywords

more stable inflow through weekly measuring and adjusting of performance

what the client says

“Structural growth, with more control over volume and quality, and top positions on important niche keywords”

“When we started with BE Digital at the end of 2022, the goal was simple: more high-quality quote requests and less reliance on chance. We now see structural growth, with more control over volume and quality, and top positions on important niche keywords. The great thing is that we didn’t just get more traffic, but above all a smarter process and a predictable inflow. They also helped us optimise the quote request process, so we can now pick up more quotes and stay on the ball to win the quote!”

Ricardo
Owner Constructiefgoed

the BE Digital Touch

We didn’t build on assumptions, but on measuring, adjusting and transparent choices. By setting up SEA and SEO at the same time, we got immediate results and a foundation that is less dependent on advertising budget.

In the collaboration the focus was on calm and predictability, less noise in the process and clear priorities per month. That allowed Constructiefgoed to keep growing, while the strategy already anticipates the next step in search, AI Overviews and more use of video.