Case study · Manufacturing & industrial

SWD: putting steel windows in the spotlight.

Steel Window Design uses Australian steel to design and manufacture modern steel windows and doors for every sector of the building and construction market. We teamed up to grow engagement and traffic, with conversion the priority.

Sector: Manufacturing & industrial
Service: Digital marketing
Channels: Google Ads · Google Search

Digital marketingCampaign delivery

SWD, contemporary interior showcasing black steel-framed windows.

The challenge

What needed to change.

Steel Window Design, or SWD, had built its reputation in Melbourne, and in the early stages of our work the brand wanted to lift awareness across that city. Its attention quickly turned to expanding its foothold in Sydney. The commercial goal did not change: generate quality leads with a low cost per conversion, so that every enquiry that came through was worth the team’s time.

Online, the brand only ranked for Melbourne based searches. Establishing a presence in Sydney, where competition was high, was a significant challenge, and the team set organic growth and lead generation in Sydney as the priority.

Social media had a role too. SWD wanted to use its social platforms to increase traffic to the website and build brand awareness, and we wanted to introduce a form to social media so that interest could be captured on the platform and a customer base built from it.

Steel Window Design website design mockup.

Approach

How the work took shape.

The approach worked on several fronts at once. Highly targeted remarketing campaigns re-engaged website visitors at a granular level, so each ad was relevant to what the visitor had already looked at. Inside the campaigns we created strategically structured ad groups with highly relevant keywords to bring in quality leads and rank above competitors, increased bids on call extensions, and monitored everything closely so adjustments could be made as opportunities appeared.

Audiences were reached through a multi funnel strategy across the Google Search Network and the Google Display Network. Once Melbourne reached a conversion rate of 6%, we expanded the campaigns to include Sydney.

Sydney needed content of its own, so we created two new dedicated pages for Sydney, designed and laid out after thorough keyword research and competitor analysis and optimised for SEO. Each page received a meta title and description, images resized for speed and alt text.

Paid social media advertising was broken down into practical efforts that appealed to different groups rather than one message for everyone. Continued optimisation across the paid channels raised the conversion rate and kept the cost per click low.

Steel Window Design social media advertising.

The shift

Sydney was won by proving the campaign in Melbourne first, then moving it north page by page.

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The work

The work, up close.

The work began in July 2022 and is ongoing. We set out to improve a defined set of KPIs: online visibility in search rankings, search impressions for hyper targeted, profitable keywords, and the number of website conversions each day. Organic results followed the new Sydney pages, with 33 keywords ranked, some as high as position 1, bringing in around 100 organic visitors a month and putting SWD ahead of its competition in the category.

6%.

Conversion rate across form submissions, phone clicks and email clicks over two years.

Paid search and social kept the enquiry pipeline full. Form submissions settled at a steady monthly average, and remarketing kept the brand in front of people who had visited the website but not yet made contact. On social, the campaigns generated more than 326k impressions over the period, reaching a wider audience and lifting awareness in both cities.

Taken together, the work nearly tripled traffic to the website and took leads to more than five times their previous level, with Sydney growing from almost no visibility to a market SWD now competes in.