The challenge set for Tradectory was simple: get Donaldson Direct in front of their target customer using Meta, communicate the ease and efficiency of the service they provide and drive lead form completions.
Two key elements to this included the Online Instant Quote Calculator and the super-quick 5-day turnaround they offer. Donaldson had not run ads before, so there was not prior data to base any forecasts or strategy upon.
Our turnaround timeframe for this campaign was also fast, not allowing for a period of research or discovery. We needed to build a campaign that tracked all of the previously missing data in a way that would let us test, optimise and implement changes quickly to drive results fast.
Donaldson Direct supplies high-quality roof trusses directly to building sites across the South-East of the UK. Their simple online calculator and order process enables developers, independent builders and architects to source and quote for trusses in an easy and streamlined way, with the added benefit of a speedy 5-day turnaround. As part of the highly-regarded Donaldson Group - a family company with over 160 years of experience within the construction industry - Donaldson Direct’s team understand customer needs and expectations, and offers an unparalleled service to the industry.
The Meta Ad campaign proved to be an exceptional lead generation tool for Donaldson Direct. Lead generation was the main campaign goal with a secondary goal of Brand Awareness. We utilised many supporting KPIs to measure the success of this campaign and track their impact up on our primary goal of Lead generation. In less than 6 months, we achieved:
We guided users through a well-crafted journey, starting with scroll-stopping Meta ads and educating them on why Donaldson Direct is the ideal partner for their roof truss needs. To achieve this, we mapped out the User Journey from Meta that led up to key conversion points, such as the Online Instant Quote Calculator or Contact Us Page.
As part of this journey, we identified the need for a separate dedicated landing page to highlight Donaldson's unique selling points. This also presented an opportunity to test various layouts and calls to action for optimal performance.
To take it a step further, we conducted an in-depth UX analysis of the Online Instant Quote Calculator, which allowed us to establish the need for improvements to the 'Get a Quote' Form. We put forward our proposal for the necessary changes to make the form friction-free and optimised for conversion to support our paid campaigns better. Changes were made with a special focus on optimising for mobile devices.
As Donaldson Direct had no prior experience with Meta Ads, we had many variables to test in order to find the best performers, including creative formats, creative styles, audiences, landing pages vs no landing pages, and campaign structures.
This extensive testing and ability to change the UX of the landing pages played a fundamental role in allowing us to optimise the campaign and achieve great results. The resulting data helped us better understand how to grow this account beyond this campaign and achieve even greater results for Donaldson Direct in the future.
We had not explored the possibilities of Meta Ads until we worked with Tradectory. Naturally, there was a lot of positive enthusiasm internally for this, coupled with anticipation about what it could actually achieve for the business. Tradectory took us through the process, strategically evaluating each stage to establish key learnings to benefit the campaign and also providing us with some invaluable insights along the way into how our customers were engaging with us. The benefits of their work are clear, and I look forward to seeing what we can achieve together in the coming months.
Annie Latimer
With extensive knowledge and experience in the construction sector, we understand what it takes to deliver successful campaigns that drive business growth. Contact our team today to see how we can help!
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