Project
Location
Sydney, NSW
Industry
Construction
The Challenge
Kennedy Civil & Rail wanted to strengthen its online presence and reach more people interested in building a career in civil construction and rail.
With training delivered from a fixed location in NSW, reaching the right audience was particularly important. Kennedy needed to connect with prospective students who were genuinely interested in training and able to attend their courses, with a particular focus on women considering a career in civil construction.
The business also wanted to build a stronger presence across its website and social media, while using digital advertising to generate a consistent flow of relevant enquiries.
The Goal
Kennedy Civil & Rail needed a digital marketing strategy that would help increase awareness of its training, reach the right people and generate qualified enquiries.
The key goals were to:
- Strengthen Kennedy Civil & Rail’s online presence
- Clearly communicate its civil and rail training offering
- Reach women considering a career in civil construction
- Target relevant expat communities across NSW
- Generate qualified enquiries from prospective students
- Make the most of a focused advertising budget
The Solution
The Meta Ads campaign used highly targeted audience and location strategies across Newcastle, Sydney and Wollongong. The campaign focused on women aged 18 to 65+ and used relevant interest targeting to reach the best audience for the company.
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We developed creative specifically for women in civil construction, using messaging and imagery designed to make the opportunity feel relevant to the audience.
Rather than relying on a website to capture leads, we created two conversion pathways directly within Meta. Messenger allowed potential students to start a conversation and ask questions about courses, funding and eligibility, while Lead Forms provided a simple way for people to register their interest.
Alongside the paid campaigns, Crunchy Digital also managed the client’s social media and supported the business with a professional website, helping create a consistent digital presence across its key online channels.
Results
In the first four months of activity, the Meta campaigns generated 221 qualified leads from $2,929.16 in ad spend, with a blended cost per lead of just $13.25. The campaigns generated 216,190 impressions and reached 60,171 people.
- 221 qualified leads
- $13.25 blended cost per lead
- 216,190 impressions
- 60,171 people reached
- 1,529 link clicks
- $2,929.16 total ad spend
Messenger was the strongest lead generation pathway, producing 166 qualified leads at $13.76 per lead, while the Lead Form campaign generated 55 leads at $11.72 per lead.
The strongest-performing video ad generated 57 leads at $12.10 per lead, while the most efficient static ad generated leads at just $9.34 each. All ads that Crunchy Digital tested were rated Above Average for conversion rate by Meta.
Together, the website, social media and targeted advertising strategy gave Kennedy Civil & Rail a stronger digital presence while generating a consistent flow of relevant enquiries from people interested in civil construction training.
3-Step Process
Our Process, Uncomplicated.
We aim to make marketing your business easy. From your first call to your first result, every step is straightforward, transparent and built around what your business actually needs.
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Frequently Asked Questions
We believe a great relationship starts with communication. Our processes are built around transparency, trust, and timely execution.
What specific digital marketing services does Crunchy Digital offer?
We offer a comprehensive range of digital marketing solutions designed to help your business thrive online. Our core expertise includes Search Engine Optimisation (SEO) to boost organic rankings, Google Ads management for instant traffic and calls, and targeted Facebook and Instagram advertising. We also provide professional social media management, strategic content marketing and bespoke website design and development to ensure your brand looks its best.
Why is SEO considered a vital long-term investment for my website?
Search Engine Optimisation (SEO) is the process of improving your website’s visibility so it appears higher in search engine results. Unlike paid ads, which stop the moment you stop paying, SEO builds brand equity over time. By focusing on technical health and high-quality content, we help drive a steady stream of free, organic traffic to your site, making it a highly cost-effective way to grow your customer base.
Do you provide digital marketing packages for small businesses and SMEs?
Absolutely. We specialise in helping small-to-medium enterprises (SMEs) scale their operations through tailored digital strategies. We understand that every business has unique goals and budget constraints, so we customise our approach to suit your specific growth stage. Whether you are just starting out or looking to dominate your local market, we have a package that fits your needs.
How do Google Ads and SEO work together to grow my traffic?
Google Ads and SEO are two sides of the same coin. Google Ads (PPC) allows you to appear at the very top of search results immediately, which is perfect for generating fast leads or promoting sales. SEO is a slower process, but it provides long-term stability and trust. Using both together ensures you capture customers who want to buy right now, while also building a strong brand presence for the future.
How does social media marketing help build customer loyalty?
Social media is about building a community and educating your audience on your unique selling points. By creating engaging content on platforms like Instagram and Facebook, we help your brand stay "top of mind" for your customers. This constant interaction builds trust and creates a two-way conversation, which encourages followers to stay loyal to your brand and recommend your services to others.
What makes a "conversion-optimised" website different from a normal one?
A standard website might look pretty, but a conversion-optimised website is built with a specific goal in mind. We focus on user experience (UX), ensuring that your site is fast, mobile-friendly and easy to navigate. By placing clear call-to-action buttons and persuasive content in the right places, we turn passive visitors into active leads and paying clients.
How long will it take before I see a return on my marketing investment?
The timeline for results depends on the strategy we use. Paid advertising campaigns, such as Google or Facebook Ads, can start generating enquiries and sales within days of launching. Organic strategies, like SEO and content marketing, typically require three to six months to gain momentum. Our goal is always to provide a positive return on investment as quickly as possible while building a sustainable foundation.
Can your team help with professional content creation and copywriting?
Yes, high-quality content is the backbone of any successful digital strategy. Our expert copywriters create informative blog posts, landing pages and social media captions that resonate with your target audience. We focus on solving your customers' problems and answering their questions, which establishes your business as a trusted authority in your industry and improves your search engine rankings.
Am I required to sign a long-term contract to work with you?
We believe that our results should speak for themselves, which is why we don't believe in locking clients into restrictive, long-term contracts. While digital marketing is most effective when performed consistently over time, we offer flexible service agreements. This ensures that we stay focused on delivering high performance and excellent customer service every single month.
How can I get started with a customised digital marketing plan?
Getting started is easy and stress-free. You can book a free discovery call with our team directly through our website. During this call, we will take a deep dive into your current digital presence, identify areas for improvement and provide you with a clear roadmap for growth. We’ll help you understand exactly which services will deliver the best results for your unique business.