CASE STUDY:
Allied Concrete

Optimising the Digital Marketing of One of New Zealand's Leading Concrete Providers 

Industry: Construction - Concrete Solutions 

Campaign Type: Digital Advertising 

Case Study Timeframe: 7 Years (June 2018 - May 2025)

The Challenge

Allied Concrete, a nationwide provider of concrete solutions for residential, commercial, and infrastructure projects, approached SME Growth with a clear objective: optimise their digital marketing performance while scaling their advertising investment. While they were already established as one of the leading concrete providers in New Zealand, they have faced several significant challenges over the timeframe of this case study:

  • High initial cost per conversion limiting campaign scalability

  • Need to maintain efficiency while significantly increasing advertising budgets

  • Competitive keyword landscape in the construction industry

  • Complex purchase journey requiring sophisticated targeting and messaging

  • Diverse audience segments across residential, commercial, and infrastructure sectors

Our Approach

We implemented a comprehensive digital strategy designed to first establish efficiency, then scale with maintained performance:

  1. Conversion Rate Optimisation: Conducted extensive A/B testing on landing pages to identify the most effective layouts, messaging, and calls-to-action

  2. Keyword Refinement: Implemented sophisticated keyword experiments to identify the most efficient terms while expanding reach

  3. Creative Optimisation: Continuously tested and refined ad creative to improve click-through rates and quality scores

  4. Strategic Budget Allocation: Developed a tiered approach to budget allocation, prioritising the most efficient keywords while strategically expanding to broader terms

  5. Long-term Partnership: Established an ongoing optimisation process to continuously improve results year after year

The Results

Over seven years of partnership, our strategic approach delivered significant improvements across all key performance metrics:

Performance Evolution 

Our partnership with Allied Concrete demonstrates the power of strategic digital advertising combined with continuous optimisation:

  • Year 1 (2018-2019): Established baseline performance with a focus on identifying the most efficient keywords and conversion paths

  • Year 2 (2019-2020): Achieved significant efficiency improvements with 107% more conversions and 50% lower cost per conversion compared to Year 1

  • Year 3 (2020-2021): Expanded campaign reach while maintaining efficiency, resulting in 25% more conversions than Year 2

  • Year 4 (2021-2022): Experienced a temporary increase in cost per conversion as we tested new audience segments, but maintained strong conversion volume

  • Years 5-7 (2022-2025): Implemented advanced landing page testing and targeting refinements, ultimately achieving our peak conversion rates and consistent cost per conversion despite significantly increased budget

Strategic Insights 

The remarkable improvements in Allied Concrete's digital marketing performance were driven by several key factors:

  1. Efficiency-First Approach: By establishing strong conversion rates and low cost per conversion before scaling, we created a solid foundation for sustainable growth.

  2. Sophisticated Testing Framework: Our systematic approach to A/B testing landing pages, keywords, and creative elements allowed us to continuously improve performance even as budgets increased.

  3. Strategic Budget Management: Rather than simply increasing spend across existing campaigns, we implemented a tiered approach that protected efficiency while strategically expanding reach.

  4. Audience Segmentation: By developing tailored approaches for residential, commercial, and infrastructure audiences, we ensured messaging resonated with each specific customer segment.

Client Testimonial

SME Growth has played a key role in building our digital marketing capability from the ground up. Their structured, data-driven approach has given us clarity and confidence in how we show up online.

What impressed us most was their ability to maintain efficiency while we substantially increased our marketing investment. In most agencies, performance tends to decline as budgets increase, but SME Growth has consistently delivered more leads at a lower cost per conversion year after year.

Their testing approach has been particularly valuable – they don't just make assumptions about what will work, they systematically test different approaches and let the data guide our strategy. This has resulted in landing pages and ad creative that consistently outperform industry benchmarks.

As one of New Zealand's leading concrete providers, we need a marketing partner who can deliver results at scale. SME Growth has proven they can do exactly that, becoming an invaluable extension of our marketing team.

Ashleigh Creed, National Marketing Manager
Allied Concrete

Ready to Transform Your Digital Advertising Results? 

If, like Allied Concrete, your business could benefit from our strategic approach to digital advertising that focuses on measurable business outcomes, not just traffic, why not reach out to our team today.