Increased Lead Generation

A residential and commercial paving company needed to prepare for its peak weather season and maximize the number of projects it could take on. In prior years, marketing efforts were not aligned with crew capacity, creating two major challenges:

1. Demand surged too quickly or too late in the season
2. Crew schedules filled unevenly, leaving revenue opportunities untapped

Primary objectives:

1. Generate qualified new business leads
2. Support year-over-year sales growth with a strategic budget
3. Pace marketing to align with available crew capacity

To address timing and capacity challenges, we began lead generation ahead of the work season, allowing the client to properly vet leads and plan their project calendar.

Our team developed a full-funnel digital media strategy that included:

• Search Engine Marketing (SEM)
• Paid social advertising
• Targeted digital display
• CoxNext exclusive audience targeting

This media mix focused on homeowners actively researching home improvement projects while reinforcing brand awareness in the local market. This kept the company top of mind as customers planned paving projects.

Calculated timing = measurable growth

• Generated 180 qualified leads during the campaign
• Client exceeded prior year sales by the end of the work season
• Improved crew scheduling and workload balance throughout the season

By pacing demand through strategic advertising timing, the client gained more flexibility to schedule projects efficiently, resulting in faster turnaround times and improved customer satisfaction.