How to attract new clients from a recently created website and achieve conversions at the desired price
Case study on promoting a frame house construction company in Google Ads (Dubai, UAE) and Yandex.Direct (Tyumen)
Promotion of frame house construction services
Client: a company specializing in the design, construction, and sale of frame houses.
Period: two months of active advertising campaigns.
Promotion methods: launching contextual advertising in search engines to attract interested audiences.
Budget: $11,200.
Average cost per conversion: $15.
Promotion regions: Dubai, UAE, and Tyumen, Russia, covering key areas to attract buyers.
Goal: attracting new clients, increasing brand awareness, and boosting the number of inquiries through the website.
About the company
The company specializes in designing and constructing modern frame houses for private clients and developers. Its main focus is building energy-efficient, reliable, and comfortable homes that meet the highest quality standards.
The company’s production capacity allows for the completion of up to 20 projects per month. Thanks to a team of professionals and modern technologies, the company handles the entire process—from creating unique designs to delivering turnkey homes.
Services include:
- Development of custom and standard projects.
- Construction of houses of various sizes and configurations.
- Installation of engineering systems and landscape design.
The company’s clients include both private customers and developers interested in building high-quality housing. The company operates in the UAE and Russia, where it has established itself as a reliable partner and expert in its field.
The company actively uses modern digital technologies to interact with clients, offering convenient online services, consultations, and a transparent process at every stage of cooperation.
Range of services
It is worth noting that the company’s range of services covers the entire construction and maintenance cycle:
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Design of frame houses
The company develops custom and standard house designs based on customer preferences. Projects include architectural and engineering solutions that meet modern quality and energy efficiency requirements. -
Turnkey house construction
The company constructs houses of various sizes and configurations. Each project undergoes strict quality control, from laying the foundation to finishing work. -
Installation of engineering systems
Services include the installation of heating, water supply, sewage, and electrical systems. Modern technologies and materials are used for installation. -
Repair and modernization of properties
The company offers services for updating and modifying existing properties, including insulation, redevelopment, and installation of additional structures. -
Demolition of old buildings and site preparation
If necessary, the company carries out the demolition of old structures, site clearance, and preparation for construction. -
Consultations and technical support
The company’s experts provide a full range of consulting services, from project selection to the final stages of construction. -
Landscaping services
The company offers professional solutions for landscape design, installation of fences, pathways, and other exterior elements.
All work is carried out in compliance with modern quality and safety standards, making the company a reliable partner in construction.
Starting the promotion work
The frame house construction company approached our agency with a request to create a new website that meets modern design and functionality requirements. The main goal was to attract clients through search engines and increase brand awareness.
After successfully completing the website development and content creation, we proposed implementing a promotion strategy using contextual advertising. Given our reputation and successful collaboration on other projects, the proposal was approved.
The client’s main condition was achieving a specific metric—the cost per lead should not exceed $50. This required careful campaign setup and budget optimization to ensure maximum efficiency.
Mobile version of the construction company’s website
Setting up advertising campaigns in Yandex.Direct and Google Ads
To promote the frame house construction company, we implemented a comprehensive approach, including setting up advertising campaigns in Yandex.Direct and Google Ads:
Yandex.Direct setup
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Keyword research
- Identified keywords reflecting the company’s services.
- Collected and analyzed a keyword database (1020 queries).
- Sorted queries into groups and created unique ads for each key phrase.
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Budget optimization
- Compiled a list of negative keywords to exclude irrelevant queries and reduce unnecessary expenses.
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Geotargeting
- Configured ad displays for users in Moscow and the Moscow region.
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Analytics and goals
- Connected Yandex.Metrica and set up goals: clicks on “Call,” “Submit form,” transitions to WhatsApp, and email.
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Bid optimization
- Increased bids for a 10 km radius around key regions and for men aged 25–44.
Google Ads setup
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Campaign structure
- Divided the company’s services into separate campaigns: turnkey house construction, custom design, repairs, and landscaping.
- Used different campaign types: search, display network, and video ads.
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Keywords and semantics
- Collected an extended keyword database (over 1200 queries), including long-tail and geo-specific phrases.
- Configured Google’s automatic recommendations to improve query relevance.
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Ads
- Created adaptive search ads with personalized headlines (up to 15 variants) and descriptions (up to 4 variants).
- Added extensions: links to services, address, phone number, and quick links to FAQs.
- For the display network, developed graphic ads highlighting the advantages of frame houses (energy efficiency, construction speed, affordable cost).
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Targeting and audience
- Set up targeting based on interests and life events: users searching for new housing or interested in construction.
- Selected display geography and time intervals to increase visibility during peak demand hours.
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Analytics and optimization
- Installed Google Analytics and set up conversions: clicks on buttons, form submissions, transitions to messengers.
- Configured automated bidding strategy: target cost per conversion—$10.
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Retargeting
- Set up remarketing for users who visited the website, displaying unique offers and promotions.
- Added dynamic remarketing to showcase individually tailored services.
Results achieved
Over 3400 new visitors were attracted to the website in one month.
77.1% of visitors came from ad clicks.
Work stages
Stage 1 – collecting key queries, clustering, and expanding the range of services.
The main key queries were: private house construction, turnkey private house construction, frame house construction, and construction company.
We created additional sections and pages on each website, adding related key queries such as: architect services for house design, foundation construction, site improvement, fence construction, etc. We also included mid- and low-frequency queries related to construction (e.g., house construction + single-story, frame house construction + garage, etc.).
As a result, we ended up with about 200 key queries used for promotion and search advertising.
Stage 2 – Website design and advertising work.
After launching search ads, we noticed that people interested in private house construction fall into three categories: 1. those who already own a plot but no house and want to build from scratch, 2. those planning construction in the distant future, and 3. those who already own a house and a plot and want to build an extension or renovate their existing home.
With this information, we created special forms for house design and construction requests, expanding the form fields to gather as much information as possible to determine the client’s stage in the process.
This format was also used for advertising to set conversion goals.
Desktop version of the website with the request form
Results and plans.
The client’s requirement has been met: the cost per conversion has been reduced to the target level. We continue working on further reducing the cost per lead and testing new ad formats.
Maxim. Project Manager
