
Case Study: Fz-Construction
Rruga Hamdi Sina, prane Liqenit te Thate,
Njesia Administrative Farke, Tirane
Case Study: Fz-Construction
Project Overview
Fz-Construction is a premier construction company based in Tirana, Albania. The company specializes in providing high-quality construction services, including residential, commercial, and industrial projects. Despite their exceptional portfolio and local reputation, the client sought to enhance their online presence and increase traffic to their website, targeting an audience primarily within Albania.
To address this need, a targeted digital marketing strategy focusing on Google Ads was implemented.
Goals
- Increase Website Traffic: Drive a significant number of visitors to the Fz-Construction website.
- Target Albanian Audience: Ensure the campaigns specifically reach users located in Albania.
- Promote Brand Awareness: Enhance visibility of Fz-Construction among local potential clients.
Challenges
- Limited Online Presence: The website had minimal visibility in search engines before the campaign.
- Localized Targeting Needs: Reaching the Albanian audience while ensuring relevance.
- Competitive Landscape: Competing with other construction companies that were also utilizing digital marketing strategies.
Strategy and Execution
1. Google Ads Campaign Development
We designed and executed a robust Google Ads strategy with the following features:
- Localized Targeting: Ads were targeted to users in Albania using location-specific keywords like “ndërtime në Shqipëri” (construction in Albania).
- Ad Formats: Search ads with concise, compelling copy that highlighted Fz-Construction’s expertise. Display ads with visually appealing designs were used to attract users browsing relevant websites.
- Optimized Landing Pages: The homepage and specific service pages were optimized for conversions, ensuring a seamless user experience.
2. Keyword Research
Extensive research was conducted to identify high-traffic, low-competition keywords in both English and Albanian, such as:
- Construction services in Tirana
- Ndërtime në Shqipëri
- High-quality construction Tirana
3. Performance Tracking and Optimization
Throughout the campaign, continuous monitoring and optimization were carried out:
- Adjusting bids for keywords with higher conversion rates.
- Refining ad copy based on performance data to improve click-through rates (CTR).
- Utilizing negative keywords to prevent irrelevant clicks.
Results
Key Performance Metrics
- Increased Website Traffic: Traffic to the website rose by 250% within the first three months.
- Improved CTR: The click-through rate for Google Ads averaged 6.5%, exceeding the industry benchmark for the construction sector.
- Lowered Cost-Per-Click (CPC): The CPC was optimized to $0.70, ensuring cost-efficiency.
- Enhanced Local Visibility: Over 90% of the traffic was from Albania, directly meeting the targeting goals.
Client Impact
The increase in website traffic translated to:
- Higher inquiries for construction services.
- Improved brand recognition within the Albanian market.
- A strong foundation for future SEO and digital marketing efforts.
Conclusion and Next Steps
The Google Ads campaign for Fz-Construction successfully boosted website traffic and enhanced brand visibility in Albania. Moving forward, the next steps include:
- Implementing a robust SEO strategy to complement the paid ads campaign and improve organic search rankings.
- Exploring additional channels like Facebook Ads to expand the audience reach.
- Continuously optimizing campaigns based on performance data.
By strategically leveraging Google Ads, Fz-Construction has established a powerful digital presence, paving the way for continued growth in Albania’s competitive construction market.