Industrial Concrete Flooring Advertising in Google Ads
ST-Build is a well-established construction company specializing in industrial concrete flooring with topping across Kazakhstan. The business had already built a strong reputation through offline channels: referrals, long-term partners, and completed commercial projects.
However, while competitors were already competing for customers online, ST-Build remained invisible in search — and potential clients who were actively looking for flooring solutions simply could not find them. Without digital advertising in place, the company lacked a predictable flow of B2B inquiries and couldn’t capture the growing demand coming from industrial facilities, warehouses, and logistics centers searching on Google.
To secure consistent growth and reach project-ready buyers at the moment of intent, ST-Build needed a scalable PPC system that would turn online demand into real leads and revenue.
Our objectives included
Challenge
Launching Google Ads campaigns for a new industrial niche in a market without prior digital presence presented several challenges:
No historical data in Google Ads – The client had never used Google Ads before, so we had no previous campaign performance to rely on. We had to build everything from scratch, including account structure, keywords, and ad groups.
Niche audience targeting – Industrial concrete flooring is a specialized B2B market. Identifying the right audience and separating high-intent decision-makers from irrelevant traffic required precise research and setup.
High competition for keywords – Commercial construction and industrial flooring keywords are highly competitive. We needed to manage bids carefully to avoid overspending while still getting enough exposure.
Limited search volume for specialized queries – Because the niche is very specific, not all potential clients were actively searching online. We had to combine exact-match keywords with carefully selected variations to maximize reach without losing relevance.
Optimizing conversion on a new landing page – The client’s website was not initially designed for lead generation. We had to implement tracking, adjust landing content, and introduce conversion tools (forms, pop-ups, chat) to turn clicks into actual inquiries.
Scaling while controlling costs – Our challenge was not only to get initial leads but to maintain a profitable cost per lead as we expanded campaigns and tested new ad groups.
Our Promotion Strategy
Precise service-based targeting
We structured campaigns by key service categories: industrial concrete floors, warehouse flooring, concrete polishing, topping, dust-free finishing. Each group included its own high-intent keywords — allowing us to attract decision-makers with active project needs.
Full-funnel keyword coverage
We used not only direct commercial terms (“industrial concrete flooring installation”), but also related technology queries (“topping concrete,” “concrete polishing services”). This expanded reach to warehouse operators, construction managers, and manufacturing facilities looking for flooring upgrades.
Localized landing experience
We adapted the website for the Kazakhstan market — local contacts, regional messaging, and trust signals. This reduced friction and boosted conversions from first click to inquiry submission
Performance-driven optimization with GA4
We implemented GTM + GA4 tracking to understand which keywords and audience segments drive real revenue outcomes — not just traffic. This allowed us to make fast data-backed decisions to scale the best performers.
Cost-efficiency focus from Day 1
With active bid optimization and negative keyword refinements, we consistently redirected budget to profitable segments — lowering cost per lead while increasing total lead volume during the very first weeks
Results
leads in the first two weeks
CTR
cost per lead
years of partnership
Schedule free marketing consultation
Learn how to stop wasting ad spend and turn marketing into real profit
Start growing your business today with WEB ALTERNATIVE
Ready to stop wasting budget and start seeing real ROI?
Tell us about your project — and get a free forecast