Case study · Construction Companies · Ireland
Construction Case Study Ireland: +93% Leads
How a construction firm with 6 site teams in Kildare grew project enquiries 93% and cut cost per lead 30% in 6 months with Web Development, Content and GEO.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Construction Companies · Ireland
Construction
A construction firm with 6 site teams based in Kildare, serving the wider Kildare area and focused on residential developments and commercial construction. Before working with us, 68% of enquiries came through trade directories and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive project enquiries, a lower cost per contract and a pipeline the owner controls.
Results After 6 Months
Leads per month
+93%
Cost per lead
-30%
Marketing-sourced revenue
+148%
Return on marketing spend
15.0x
The challenge
Where the business was stuck
- Construction projects have long sales cycles and multiple decision-makers, so a single ad click rarely becomes a contract.
- Tender portals and referrals dominate, leaving little direct control over the pipeline.
- Many construction firms have impressive projects but a website that doesn't show them.
- Peak season (enquiries are steady, following investment cycles) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Website Development, Content Marketing and GEO (Generative Engine Optimisation), the three channels with the best cost per contract for construction firms in Kildare. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
Website Development
- Designed and built a new 39-page website on a fast, lightweight stack, replacing an outdated template site.
- Structured the site around services, locations and projects, with a filterable project gallery of 32 completed jobs.
- Hit a mobile Lighthouse performance score of 96 with compressed images, no page builder bloat and a load time of 1.9s.
- Set up 301 redirects for every old URL so no rankings were lost in the move, and connected GA4, Search Console and call tracking.
Service 2
Content Marketing
- Built a content plan of 16 articles around cost, comparison and how-to questions for residential developments and commercial construction.
- Produced 23 short videos from real jobs and repurposed them for the website, Google Business Profile, YouTube and social.
- Created a downloadable buyer guide as a lead magnet, capturing 95 email leads a month for follow-up.
- Linked every article to the matching service page and quote form, so readers move from research to enquiry.
Service 3
GEO (Generative Engine Optimisation)
- Created a consistent entity profile: the same business facts across the website, Google Business Profile, directories, LinkedIn and review sites.
- Published 52 citation-ready answers on costs, timelines, regulations and brands, written in the formats ChatGPT, Gemini and Perplexity quote.
- Earned mentions on 25 trusted third-party sites (industry bodies, local news, comparison articles) that AI models draw from.
- Tracked 50 buyer prompts across ChatGPT, Perplexity, Gemini and Google AI Overviews every month to measure citations and share of voice.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Project enquiries per month | 15 | 29 | +93% |
| Cost per lead | €341 | €238 | -30% |
| Cost per contract | €7,660 | €4,171 | -46% |
| Lead-to-job rate | 4% | 6% | +1 pts |
| Website conversion rate | 2.4% | 4.7% | +99% |
| Marketing-sourced revenue / month | €50k | €124k | +148% |
| Share of leads from paid directories | 68% | 18% | -50 pts |
| Mobile page load time | 6.5s | 1.9s | -71% |
| Organic visits to guides / month | 293 | 3,400 | new channel |
| AI answer citations (tracked prompts) | 2 of 50 | 25 of 50 | +23 |
Lead growth
Project enquiries per month
Marketing-sourced revenue went from €50k to €124k a month, measured from booked contracts in the CRM.
Optimisations That Moved The Numbers
- 01
The new site's conversion rate is 2.3x the old site's, on the same traffic.
- 02
Project gallery pages became the most visited pages on the site and appear in 26% of converting sessions.
- 03
The top 6 articles now rank on page one and send readers to quote forms at a 26% higher rate than other traffic.
- 04
The business is now cited in 25 of 50 tracked AI prompts, up from 2.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Web Development, Content and GEO.
Weeks 3 to 6
Build and launch
Web Development, Content and GEO live for residential developments and commercial construction.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Waterford and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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