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Case Study: How GDN Generated High-Quality Leads for Construction ERP Software

Client Overview

Newton is a SaaS company offering ERP solutions tailored for the construction industry, including:

  • AutoScan Systems
  • AutoSteel Software

Their platform enables construction companies to manage sites, materials, labor, and operations from a single dashboard.

The Challenge

Newton aimed to:

  • Reach construction business owners, builders, and site managers
  • Generate high-quality B2B leads
  • Increase visibility in a highly competitive construction tech market
  • Reduce dependency on expensive search campaigns
Key Insight

Construction decision-makers don’t search frequently. But when they do, competition is intense, driving up CPCs and limiting scalability.

Our Strategy (GDN Approach)

Instead of relying only on intent-based search, we used Google Display Network (GDN) to build awareness early and capture demand before competitors.

1. Precision Audience Targeting

We focused on niche, high-intent B2B segments:

  • Construction business owners
  • Builders & contractors
  • Project and site managers
  • Users showing interest in construction ERP & automation
2. Smart Placement Strategy

Ads were strategically shown on:

  • Construction & infrastructure-related websites
  • Industry-specific platforms
  • Contextually relevant content environments
  • This ensured visibility where the audience already spends time.
3. Problem-Solution Driven Messaging

Instead of generic SaaS messaging, we addressed real on-site pain points:

  • “Manage Your Construction Site in One Dashboard”
  • “Track Materials, Labor & Progress Easily”
  • “Avoid Delays & Manual Errors with Smart ERP”
  • This made the communication immediately relatable and action-driven.
4. Remarketing for Conversion

We re-engaged users who had interacted with the brand:

  • Re-targeted users who visited the website
  • Converted warm audiences into leads

This helped convert warm prospects into qualified leads, improving efficiency across the funnel.

Results

  • Conversions: 323+
  • Ad Spend: ₹1.4 Lakhs
  • Interactions: 13.9K
  • Interaction Rate: 1.67%
High-Quality B2B Leads

Leads were not just volume-driven; they included builders, contractors, and real decision-makers from the construction sector.

Consistent Lead Flow

GDN enabled a steady pipeline of leads, reducing over-reliance on search campaigns.

Improved Cost Efficiency

Lower cost per lead compared to high-competition search ads, making campaigns more scalable.

Stronger Brand Recall

Repeated exposure across relevant platforms ensured Newton stayed top-of-mind when prospects were ready to take action.

Why GDN Worked

  • Reached the audience before active search intent
  • Built trust through multiple touchpoints
  • Targeted a niche B2B segment effectively
  • Supported the full funnel: awareness → consideration → conversion
  • Supported the full funnel: awareness → consideration → conversion
pm case study

Key Takeaway

For Construction ERP, AutoScan, and AutoSteel software:

  •  GDN is not just for awareness
  •  It becomes a powerful lead generation channel when used smartly

 

Final Outcome
Newton achieved:
  • Consistent high-quality B2B leads
  • Strong presence in the construction industry
  • Better ROI from digital campaigns