Structural & commercial build · South West, UK · 8 months
RSJ Construction
Positioned RSJ for high-value commercial tenders by owning specification-stage search instead of bidding against domestic builders.
The challenge
RSJ's enquiries were dominated by small domestic jobs. Paid search matched them against every builder in the region, and their commercial capability was invisible to specifiers and architects.
What we did
- Sector hub pages for steel frame, structural alterations and commercial fit-out
- Case-evidence content targeting specification and compliance queries
- Paid campaigns segmented by project value with call-tracked qualification
- Competitor keyword monitoring across four regional contractors
Before and after results
SEO results
| Metric | Before | After | Change |
|---|---|---|---|
| Organic sessions / mo | 780 | 6,900 | +785% |
| Commercial enquiries / mo | 3 | 34 | +1,033% |
| Top-10 keywords | 14 | 162 | +148 |
| Avg. enquiry value | £8,400 | £61,000 | +626% |
Paid ads results
| Metric | Before | After | Change |
|---|---|---|---|
| Cost per qualified lead | £210 | £64 | -70% |
| ROAS | 2.9x | 13.6x | +369% |
| Monthly ad spend | £4,100 | £250 | -94% |
| Conversion rate | 1.4% | 6.2% | +4.8pt |
Keyword movement
- structural steel contractors bristol#22→#1
- commercial fit out south westunranked→#4
- rsj installation cost#18→#2
“We stopped competing on price with domestic builders and started being invited to tender.”