AKCM — AK Construction Materials
Struggling to Generate Consistent AAC Block Enquiries Online.
AKCM (AK Construction Materials) is a leading manufacturer and supplier of AAC (Autoclaved Aerated Concrete) Blocks, providing lightweight, durable, energy-efficient, and sustainable construction materials for residential, commercial, and infrastructure projects.
A full-funnel performance marketing strategy that turned scattered ad spend into a predictable lead generation engine.
- Scope of Work
Meta Ads & Google Ads Account Setup
Audience & Keyword Research
Search Campaign Setup
Remarketing Setup
Campaign Architecture
Lead Generation Campaign Setup
Engagement Campaign Setup
Conversion Tracking
Ad Creative & Copy Development
A/B Testing
Campaign Optimization
Performance Monitoring
Monthly Reporting
- Client & Industry
| Client | AKCM (AK Construction Materials) |
| Industry | Construction Materials / AAC Blocks |
| Business Model | B2B & B2C Lead Generation |
| Platforms | Meta Ads (Facebook & Instagram), Google Ads |
| Timeframe | 1 month |
| Service | Performance Marketing |
- Tags
Lead
Construction
Ads
Performance
Google Ads
Website
- The Problem
The brand had limited digital advertising activity and was not consistently generating qualified enquires. Campaign targeting was broad, audience segmentation was minimal, and there was no structured strategy for lead generation or search intent targeting resulting in below-expectation lead volume and campaign efficiency.
- Broad audience targeting without proper segmentation
- Limited focus on lead generation campaigns
- No search intent-based targeting strategy
- Lack of continuous campaign optimisation and testing
- Inefficient allocation of advertising budget
- Limited retargeting and audience nurturing efforts
- Our Approach
Fix the foundation. Then build upward.
Strategic principle: combine high-intent Google Search campaigns with Meta Lead Generation campaigns to reach potential customers at different stages of the buying journey and convert interest into quality leads.
Campaign Structure –
Google Ads: Search campaigns targeting high-intent AAC Block keywords, plus re-marketing campaigns targeting previous website visitors. Meta Ads: Engagement campaigns for brand awareness, lead generation campaigns for inquiries, and re-marketing campaigns targeting engaged users and website visitors. Audience targeting included builders, contractors, architects, engineers, and home builders.
Creative Strategy –
Developed creatives highlighting the key benefits of AAC Blocks lightweight construction, thermal insulation, durability, faster construction, and cost efficiency. Multiple ad creatives, headlines, and ad copies were tested to identify the best-performing combinations, with messaging tailored to attract builders, contractors, and homeowners.
- Key Optimisations
Audience Segmentation & Targeting Optimisation
Refined audience targeting by focusing on builders, contractors, architects, engineers, and home builders improving lead quality and campaign efficiency.
High-Intent Search Campaign Optimisation
Structured Google Search campaigns around AAC Block and construction-related keywords to attract users actively looking for building materials.
Re-marketing Strategy Implementation
Re-engaged website visitors and ad engagers through re marketing campaigns, increasing enquiry opportunities from warm audiences
Creative Testing & Ad Optimisation
Tested multiple creatives, headlines, and ad copies highlighting AAC Block benefits to improve engagement and lead generation performance.
- The Results
By combining Google Search, Meta Lead Generation, Engagement, and Re-marketing campaigns, we built a full-funnel lead generation strategy for AKCM. Through audience refinement, creative testing, and continuous optimization, the campaigns generated 261 qualified enquiries in a single month at an average CPL of ₹80.
The integrated approach helped increase brand visibility, improve lead quality, and create a consistent flow of enquiries from builders, contractors, architects, and home builders.
