Reaching High-Value Decision Makers for a Specialized Construction Company

Client Overview

A regional construction and consulting company specializing in high-quality pole buildings for commercial, agricultural, and recreational use. Their structures are commonly used for workshops, storage facilities, barns, and garages—making business owners, agricultural professionals, and high-net-worth landowners their primary customer base.

Challenge

The client needed to reach two distinct but equally valuable audiences:

1. Business owners and decision makers in industries such as agriculture, forestry, and fishing, who rely on durable structures for operational needs.
   
   

2. High-income property owners with large plots of land who may require garages, workshops, storage buildings, or other functional structures for RVs, ATVs, and multi-vehicle setups.
   
   

The challenge was not just finding these audiences—it was engaging them with compelling, project-focused creative that showcased the craftsmanship and versatility of the company’s pole buildings.

Objectives

PGH Digital partnered with the client to achieve three core goals:

1. Target B2B audiences in relevant industries and sectors.

2. Engage high-net-worth individuals who own significant land or recreational assets.

3. Use strong visual creative to demonstrate the company’s capabilities and drive qualified leads.

PGH Digital’s Strategy

1. High-Impact Social Media Campaigns

We deployed carousel ads and video content produced by PGH Digital’s in-house studio. These creatives showcased:

• Commercial pole buildings
  Agricultural structures

• Custom garages and workshops

• Real completed client projects
  

These campaigns were targeted toward:

• Professionals in farming, fishing, and forestry

• Business owners

• High-income landowners
  

We optimized delivery based on Meta’s audience tools, reaching users most likely to be in the market for large-scale construction projects.

2. Streaming TV (CTV) Campaign

To extend reach beyond social media, we repurposed the in-house studio’s video into a Connected TV (CTV) commercial. This ad ran across a wide range of streaming platforms and was served to:

• High-net-worth households

• People with larger property acreage

• Owners of RVs, ATVs, and multiple vehicles who may need durable storage or workshop spaces
  
  

CTV allowed the client to reach premium audiences in a high-attention environment—ideal for showcasing large-scale construction projects.

3. Lead Tracking with Meta Pixel

To better understand downstream actions, we implemented a Meta Pixel on the client’s website. This enabled lead tracking and helped validate the effectiveness of the campaign beyond clicks and impressions.

Results

The Fall 2025 campaign (September–November 2025) demonstrated strong reach, engagement, and lead activity across both social media and Connected TV.

Facebook Campaign Performance

• Impressions: 393.82M
  Clicks: 11.53K

• CTR: 2.93%

• Tracked Leads: 12

Key Takeaways:

• Extremely strong impression delivery helped build broad awareness among niche audiences.

• A 2.93% CTR indicates above-average engagement for high-value B2B and high-net-worth targeting.

• Pixel tracking confirmed at least 12 leads directly tied to the campaign.

Streaming TV (CTV) Campaign Performance

• Commercials Aired: 254.96K

• Households Reached: 201.88K

• Verified Visits: 140

• Conversions: 2

Key Takeaways:

• CTV creative reached over 200K households with premium income and landownership indicators.

• 140 verified visits show strong post-view engagement, an important metric for high-ticket, research-heavy projects.

• 2 confirmed conversions demonstrate that even upper-funnel awareness channels can drive measurable impact.

Impact

By combining high-quality creative with precision audience targeting, PGH Digital helped the client:

• Increase brand visibility among both B2B and high-income landowner segments

• Deliver compelling visuals that highlighted the company’s craftsmanship and project diversity

• Reach premium audiences on multiple platforms

• Validate campaign performance through tracked leads and post-view visits
  

The multi-channel approach ensured that the client stayed top-of-mind for decision makers when planning large construction projects—ultimately strengthening their market position and fueling long-term interest. The client even reached out directly to share that they received an increase in website traffic and phone calls inquiring about their services after the deployment of their campaigns. And although the number of conversions might seem low, the revenue of each project sold highly outweighs the cost of campaign deployment, with smaller projects starting at around $30k-$50k.

Conclusion

Pole building construction is a specialized and high-investment industry, making clear communication and powerful visuals essential to winning new clients. PGH Digital’s blend of targeted social media, high-impact video, and Connected TV helped this construction company reach the right audiences with the right message—resulting in strong engagement, valuable leads, and a proven return on marketing investment.