About IDR Commercial Construction Management

IDR Commercial Construction Management is a trusted name in British Columbia’s construction sector, known for its high-quality commercial, institutional, and industrial construction management services. Based in Richmond, BC, IDR supports businesses across the province with a full suite of services, from tenant improvements and commercial renovations to design-build projects and upgrades to healthcare facilities and building systems. The company’s focus on building strong local relationships and delivering exceptional project oversight has made it a go-to partner for commercial clients throughout British Columbia.

Project Scope: Why More Traffic Doesn’t Mean More Business 

TLDR; most marketing agencies are not experienced in building the long term B2B relationships required to land big projects and recurring business from large clients. 

Before engaging RFDM, IDR had been working with a marketing firm to manage its advertising efforts, including paid search and display ads. However, the campaigns were driven more by tools and tactics than a cohesive business strategy. The firm measured success by surface-level metrics, such as impressions, clicks, and website visitor counts rather than meaningful lead conversions, leaving IDR without a clear understanding of the return on investment.

The marketing efforts lacked a defined target audience, driving traffic to the website without considering whether the landing page content would resonate with potential clients. This scattershot approach spread the ad budget too thin across an unfocused set of keyword groups, limiting the effectiveness of the campaigns and failing to attract qualified leads.

As a result, IDR was left uncertain about the actual value of the services they were paying for, and in search of better marketing for BC’s commercial construction sector. They needed a more strategic partner, one that could provide clarity, accountability, and sustainable growth. We provided IDR with a strategy-forward, long-term approach, helping them clearly define their target market for a structured campaign: small to mid-sized businesses across the Lower Mainland needing construction management or design-build services for tenant improvements and commercial office renovations.

Our Approach

Figure 1

At RFDM Solutions, we use a proven marketing and sales model that consists of three parts: Get Found, Look Good, and Stay Top of Mind. This framework, illustrated above in Image 1, addresses a key challenge that many service firms face: a cohesive strategy that connects visibility, credibility, and follow-up. Without integrating all three, even well-executed tactics can fall short. 

A Special Consideration For BC’s Commercial Construction Sector: Share of Voice

The need for a cohesive strategy is especially prevalent in fields like commercial construction, where sales cycles are long, business is geographically-bound, and trust is paramount. Authority and credibility matter more than ever here, as only trusted companies will be selected for construction projects, leaving newer, little-known companies in the dust. This leads to a Catch-22; how does a new company get a reputation for doing good work if only companies with reputations for doing good work get hired? To understand this, you must understand the concept of Share of Voice (SoV).

In brief, SoV is a measurement of how much of the limited share of the market for attention your company has managed to capture within the commercial construction sector. Companies with a high SoV have a clear advantage over ones who don’t; when a client realizes they need to hire a new vendor for a project, the high-SoV company is already on their mind before the client has done any research.

How does an ambitious company grow its SoV in that case? It is a long-term project. In short, you should be regularly producing high-quality, authoritative content, distributing that content on your website and social media, engaging with your interested audience, and amplifying your voice through industry events, publications, and forums. This serves to build up your authority and credibility within the industry, growing your SoV relative to competitors. Luckily, this already broadly overlaps with the 3 step method which we describe below, which is why our efforts were able to improve IDR’s Share of Voice.

Getting Found on Google By The Right Customers

Figure 2

As noted in the diagram above (Figure 2), we approached Getting Found through both paid and organic efforts to improve IDR’s SoV in advance of their ideal clients conducting online research.

The first step was to overhaul the existing paid search strategy. We launched a focused Google Ads Search campaign using single-keyphrase ad groups for construction management and tenant improvement services. We paired each ad group with a dedicated, SEO-optimized landing page to ensure message alignment and maximize conversion potential. To refine targeting and maximize results from the advertising budget, we closely monitored search term reports and device breakdowns and implemented ad schedules.

To ensure we were accurately tracking our conversion goals, we implemented a comprehensive tracking setup using Google Ads, Google Analytics, and Google Tag Manager. We also implemented call tracking with CallRail, recognizing that phone calls are still a primary communication channel in the construction industry. CallRail allowed us to determine which sources generated high-quality inbound leads, including calls from Google Ads and Google My Business listings. We regularly reviewed recorded calls to assess their value and relevance.

We created a resources center for IDR that features thought leadership articles on local commercial construction, as well as case studies of their projects and features with industry partners. 

To support the paid campaigns, we built an organic content strategy. The first step was to enhance IDR’s website architecture and SEO by migrating to a new web host. Our web work included optimizing existing content with proper title tags and meta descriptions, as well as creating new pages for key services that were previously unlisted but strategically important. Once we updated the site, we worked with IDR as knowledge experts to create SEO-rich project case studies and industry-specific expert guides, all tailored to BC’s commercial construction market. 

It is also important to reiterate that, in the competitive B2B space, performance metrics only mean so much in a vacuum. What is truly important is to measure your company’s market share. This is because there is only so much space in a market, and someone else getting more means that you are getting less. While markets can grow, there are limits, so market share is important to keep abreast of. Market share can be measured through metrics like reputation, SoV, etc.

Looking Good to Prospective Clients 

Or, It’s Not Enough to Just Get Found, They Need to View You as Credible and Trustworthy

Figure 3

Once a prospective client has found you online, you want to continue to impress. If they see an ad, they may research your business online, and this is where Looking Good comes in. When people search for IDR, we wanted to take up as much of that Google first-page real estate as possible. This includes search engine results for social media accounts and a comprehensive and up-to-date Google My Business listing. It was important to be successful here: the more frequently IDR appeared in Google results, the more they blotted out their competition and increased their own SoV.

As part of our organic content strategy, we developed a LinkedIn publication calendar that features project showcases, industry insights, testimonials, and team updates. This calendar was complete with branded visual templates to ensure consistency with IDR’s website and print materials. We supported these posts with short-form video content creation to boost engagement and prevent content fatigue. We also encouraged the team to take high-quality photographs and videos on the job site for additional LinkedIn content.

In addition to publishing new regular organic site content and LinkedIn posts, we helped support the Google Ads campaign with a 5-star testimonial strategy. We worked with IDR to identify clients and partners to solicit reviews from. Testimonials in Google My Business have an impact on Google Ads campaigns, particularly for local campaigns where the business could appear on the results map. 

We helped IDR increase their five-star reviews on Google My Business through client and partner outreach.

Staying Top of Mind in a Long Sales Cycle (i.e. no leaks in the bucket)

Figure 4

Remarketing and Social Audience Building Strategies

One of the most common marketing mistakes companies make with their marketing and sales strategies —especially in industries with long sales cycles like construction—is failing to have a clear plan to stay top of mind during the often lengthy research and decision-making phase once the prospective client is aware and interested in your services. 

Ignoring this part of the strategy while focusing only on the Get Found and Look Good parts of the strategy is the equivalent of pouring water into a leaky bucket. In other words, having a method for continuing to pop up a prospect’s digital radar while they are considering their options, even well-executed tactics can fall short of delivering meaningful results. If you’re looking to perform better marketing in BC’s commercial construction sector, it’s vital not to ignore this step.

To help IDR stay top of mind, we implemented two strategies: (1) a multi-touch remarketing strategy in BC designed to keep IDR front and center throughout the buyer journey. We created video and static display ads featuring photos IDR’s tenant improvement work to showcase their capabilities and reinforce brand recognition (screenshot below). (2) We focused on building up their organic LinkedIn audience in order to create a captive audience for future posts. 

Display ads featuring photos of IDR’s tenant improvement projects showcase their capabilities to site visitors and prospective clients across trusted news sites as they browse the internet throughout the day. 

Reporting

To ensure transparency, accountability, and continuous improvement, we tailored our reporting framework to align with the campaign strategy and IDR’s business objectives. A key component of this is a custom Looker Studio dashboard, which consolidates all key performance indicators (KPIs) into a single, easy-to-read view. This dashboard provides IDR with real-time insights into website traffic, ad performance, lead generation, and conversion trends, allowing them to make data-informed decisions with confidence.

IDR’s Marketing Performance Overview reporting dashboard in HubSpot. 

In addition to high-level performance metrics, we used a comprehensive tracking sheet to monitor leads, noting industry, keywords, acquisition devices, and more. We track each lead through the sales pipeline, enabling clear attribution of what marketing activities are generating real business outcomes and ensuring that no deal falls through the cracks.

To keep strategies aligned and momentum strong, we held regular review meetings with the IDR team. These meetings focus on evaluating the quality of leads, discussing ongoing deals, and planning the following steps to take. This ongoing collaboration ensured the sales and marketing efforts remained agile, focused, and always connected to measurable business growth.

Project Results

Get Found

Our integrated campaign delivered measurable impact across digital channels and business outcomes. The Google Ads campaign exceeded targets, achieving a 6.21% average click-through rate and a 5.1% conversion rate—surpassing the 1% lead conversion goal. Click share across all keywords averaged 45.65%, with an impression share of 57.58% and over 50% of Google Ads placements landing at the absolute top of the page for all ad groups. The Google Ads reporting chart below illustrates IDR’s overall market share during the campaign period compared to the top two auction competitors. 

This report shows IDR with almost 50% of search impression share for Google Ads. Search impression share measures how often the ad appears in search results when it’s eligible. With competitors at 10%, IDR ads are more visible to potential customers.

More importantly, IDR saw a return on investment of over 1000% from Google Ads leads placed into the sales pipeline — and that figure doesn’t account for the long-term value of repeat business, which the campaign has already started generating.

As mentioned above, it is also important to recognize that quoting stats by themselves can be difficult to discern meaning from if they aren’t placed within the context of the competitive B2B market. For this reason, it is important to note that our marketing efforts also grew IDR’s clickshare by 62%. This contributes to the sense that IDR is the most important show in town, improving their SoV and giving less focus to their competition.

Look Good

The content strategy successfully increased visibility in organic search results. Within a few months, implementation of better marketing for BC’s commercial construction sector led to new service pages and case studies ranked on the first page of Google for targeted key terms. Often, they appeared in the top three to four spots. Six-month impressions on Google Search Console doubled, while organic traffic sessions rose by 58.68% year over year. Engagement metrics such as time on page and interaction rate also improved significantly across the board.

We were able to get IDR ranking in the first result for the search term “BC commercial construction.”

We successfully expanded IDR’s online brand presence through consistent LinkedIn activity, featuring high-quality visuals, and engaged more actively with clients, partners, and potential leads. The testimonial campaign resulted in a significant increase in 5-star Google reviews, further solidifying IDR’s reputation as a reliable and client-focused construction partner.

In order to engage LinkedIn followers we shared a mixture of videos, site photos, partner features, testimonials and more. 

Stay Top of Mind

We re-engaged visitors who had shown intent but hadn’t yet converted through targeted display ads that appeared across trusted local and international news platforms. These ads served as subtle, consistent reminders of IDR’s services during the research and decision-making phase, helping build familiarity and trust over time.

Keeping in mind best practices for better marketing in BC’s commercial construction sector, we worked closely with IDR to strengthen their sales process. We reviewed and provided feedback on sales calls and lead interactions, offering actionable insights on how to improve follow-up timing and effectiveness. By sharing industry benchmarks and best practices, we helped the IDR team implement a more consistent and responsive approach to lead management.

Internally, we supported the use of HubSpot as a centralized platform for tracking pipeline activity and lead follow-up, ensuring no opportunities slipped through the cracks and that the team was comfortable with the platform’s features. Together, these efforts created a seamless bridge between marketing and sales, maximizing the value of every touchpoint and reinforcing IDR’s presence throughout the long sales cycle.

Screenshot of IDR’s Marketing pipeline in HubSpot with inbound deals. 

Strategic Growth Through Better Marketing for BC’s Commercial Construction Sector

This project with IDR is a clear example of how a strategy-driven, full-funnel approach to marketing and sales can drive meaningful results in a complex, high-trust industry like commercial construction. By aligning every stage of the buyer journey, RFDM helped IDR transform its marketing efforts from fragmented tactics into a cohesive growth strategy. In addition, we improved the SoV which is so vitally important for construction companies to thrive.

We didn’t just help IDR get found online; we ensured they were visible to the right people at the right time through precision-targeted campaigns and organic content built around search intent. We didn’t just help them look good; we elevated their brand presence through compelling messaging, consistent visuals, and reputation-building strategies, such as testimonials and thought leadership. And we didn’t just help them stay top of mind; we closed the loop with retargeting, CRM integration, and sales enablement that focused on nurturing every lead through to opportunity.

Backed by robust reporting and continuous collaboration, the campaign delivered a measurable ROI while laying the foundation for long-term success. In a market where sales cycles are long, competition is high, and trust is everything, IDR is now positioned not just to attract attention but to convert it into sustained business growth. If you’re interested in pursuing better marketing for BC’s commercial construction sector, please contact us.