Policrete is one of the few full-service concrete specialists in Australia. They specialise in installing, maintaining and repairing concrete floors of all types and finishes, and service a range of industries, including supermarkets, medical facilities and residential homes.
Wary of the "guarantees" that other SEO agencies made, Policrete were cautious about EngineRoom’s abilities. But our experience, attribution visibility and long-term growth planning quickly won them over.
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Policrete have a large fleet of project vehicles, trucks, plant and equipment
“In the past, agencies had never really understood our business and didn't deliver on all the hype. Rob and the team have transformed what I thought digital could deliver to grow my business. EngineRoom worked with me to identify which types of digital campaigns we needed to hit our goals. It's refreshing to know that we have a lead-generation plan and clear KPIs for it. EngineRoom's approach to digital marketing is one that I always hoped was out there but was never able to find.”
Policrete knew they provided a high-quality service but were not seeing the sales they needed to meet their growth goals. So, they employed a dedicated business development manager to acquire commercial customers. Results came, though slowly and at an exorbitant cost.
Policrete partnered with EngineRoom in 2019. After our initial consultation, we compared the projected ROI of our digital advisory services against the returns of their BDM.
The results were clear, and in October of that same year, Policrete officially tapped EngineRoom as their digital advisory agency.
Policrete came to us with three clear challenges: generate more leads, convert those leads into sales, and do it cost-efficiently.
We knew they were still on alert after how their marketing budget had been utilised in the past. We knew we could provide them with a better understanding of their sales funnel. Our transparent process made clear which digital channels generated leads best, and the ROI their investment netted.
Every EngineRoom strategy is built on varied and reliable marketing and customer data — which Policrete did not have. Our first task was to develop a clean data tracking process that collated form fills, phone calls, SMS and digital channel data. All this data was integrated into the EngineRoom platform, giving us a bird’s-eye view of their customer funnel.
We decided to tackle that issue first because of their unreasonable Google Ads spend. We decreased their cost-per-lead by 300% within the first month. We invested a portion of those savings into search engine optimisation for the website, improving its user experience.
As their leads increased, we stepped up our work and designed an entirely new conversion-focused website for Policrete. With all the pieces in place, we were confident that our data-backed strategy would soon meet and exceed the goals Policrete had set for us.
We made significant optimisations to Policrete’s business intelligence network.
By integrating Policrete’s Xero data into the EngineRoom platform, we were able to analyse all of their sales data, attributed from their digital marketing plan, referrals, and existing and new customers. We synthesised new ROI insights that helped us develop new campaigns for long-term growth.
We also integrated Pipedrive into our new Policrete website. Live phone calls, SMS and email data were all channelled through Pipedrive, allowing us to monitor the entire lead-to-sale funnel. Now, 70% of leads are generated through phone calls.
All of this progress was enabled by the leadership of senior digital advisor Rob Dalessandro, who is also a director and founder at EngineRoom. With extensive experience in manufacturing, engineering, trade and construction industries, Rob knows precisely how to drive industry-specific digital transformations that increase revenue, profit and ROI.
SEO commenced immediately, becoming the primary driver for sustainable long-term lead generation at 1/10th the cost-per-lead of Google Ads.
We used Google Ads to supplement the leads generated each month, ensuring that strategic goals were always met with maximum ROI.
We launched Policrete’s brand new website in 2021.
EngineRoom’s digital marketing strategy saves Policrete $98,000 per year, compared to their original strategy. We’ve accomplished this by investing their budget in high-ROI digital channels and generating a record amount of new leads.
We drove down their cost-per-lead by 460%, when they once invested 6-figure sums yearly into Google Ads enabling Policrete to reinvest those savings into other areas of their business.
Our new SEO campaign generated 387% more leads than Policrete’s pre-EngineRoom SEO and Google Ads campaigns combined.
Our optimised website demonstrates Policrete’s value, not just their price point. A better website user experience, improved the website conversion rate and attracts the high-value projects Policrete had always wanted.
Since partnering with EngineRoom in late 2019, Policrete has seen exponential year-on-year growth. They are now firm advocates for the efficacy of data-led digital marketing.
Policrete engages EngineRoom. We integrate Xero and identify Policrete’s revenue sources. A conversion tracking process is implemented, and benchmark numbers are established.
High-opportunity pages on the original website are redesigned to increase conversion rates. An SEO audit improves the website’s speed, UX and other key metrics.
New pages are added to the original website, enabling Policrete to target specific commercial, industrial and residential projects.
EngineRoom launches a brand new Policrete website, which includes all of the amendments made to the original website, as well as new conversion-focused features and content.
Seeing strong lead-generation results from our SEO campaign, we were able to substantially decrease Policrete’s Google Ads budget.
EngineRoom’s data-backed SEO campaign sets a record for leads generated since our original engagement with Policrete — and all for $98,000 less than their previous strategy cost.
As an award winning SEO agency, we supply the tools, insights, and strategies that small businesses need to grow sustainably, defining success by the goals and targets they set with their digital advisors. Take Trav’s Trees, for example. As an arborist business specialising in tree removal, the team had a steady flow of work but wanted to take things up a level. We implemented data tracking and designed a comprehensive digital strategy (including a fresh website, Google Ads, and SEO). As a result, Trav’s Trees welcomed over 3,500 new accounts and achieved a revenue uplift of over 150%.
Supa Group is a Melbourne-based home extension and renovation company. After their previous SEO agency fell flat, they engaged the services of EngineRoom with a clear goal of producing high-quality leads. We set an SEO and Google Ads strategy in motion after identifying that this would produce the best ROI. Everything was integrated into EngineRoom, including Supa Group’s CRM so they could have full visibility over their lead sources and pipeline. As a result, Supa Group saw a huge uplift in lead conversion rates and they reduced their overall marketing spend by 20%.
Bax Clean offers Melbourne-based window, gutter, and specialist cleaning services. Prior to working with EngineRoom, they only offered window cleaning but had ambitions to grow. Wanting to avoid quick fixes, the team chose EngineRoom to execute a long-term digital strategy that could identify their best leads and gaps in the market. We set up data tracking in EngineRoom to give us a clear understanding of lead performance before refining their PPC campaign and redesigning their website. Bax Clean experienced 300% growth in conversions thanks to the successful SEO program and a 163% uplift in sales yield by introducing new cleaning services.
