The Client

The Federation of Master Builders (FMB) is the largest trade association in the UK construction industry, representing thousands of firms in England, Scotland, Wales and Northern Ireland. Established in 1941 to protect the interests of small and medium-sized (SME) construction firms, the FMB is an independent, non-profit organisation, lobbying for members’ interests at both the national and local level.

The Challenge

The Federation of Master Builders (FMB) came to us looking for support in three key areas: Marketing Strategy, Design & Creative, Digital Advertising.

Their main objectives were to:

– Increase conversion rates on the website from key media channels

– Increase the volume of applications to the FMB membership

– Decrease the cost per lead across the website

– Increase the amount of personalised content across both the website and ads

The Solution

We delivered multiple digital campaigns that used FMB Group’s first-party data strategically. We ran awareness campaigns across Facebook and Instagram and remarketing campaigns across paid search. Using dynamic creative we ensured messaging was as relevant as possible to each audience base.

We developed a custom dashboard for the team at FMB Group to provide effective reporting and optimisation based on real-time analytics. The dashboard displayed results on one single page, bringing together data from all channels.

In a six month period we achieved a 2.03% increase in conversion rate and 43% more leads.

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