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Organized construction-materials supplier racks (tiles, pallets) - materials marketplace/catalogue vibe

Case Study

How a Construction-Tech Marketplace Built an Early Demand Engine for Materials and Services

  • 4 min read
  • Construction Tech / E-commerce
  • India (Kerala)

A construction-tech and e-commerce marketplace for building materials and services needed to generate demand and build discoverability from a standing start. A programme of paid campaigns, content, a local presence and conversion audits captured its first enquiries and established a repeatable demand motion.

Challenge

What we were up against

  • An Offline-First Market

    Builders, contractors and homeowners were only beginning to buy materials and book services online, so demand had to be created, not just captured.

  • A Broad Catalogue to Cover

    The platform spanned many materials and services, each needing its own demand and content.

  • Low Discoverability

    As a new marketplace, it had little search or local presence for materials and services buyers.

  • Conversion Unknowns

    The website's ability to turn visitors into enquiries and orders hadn't been diagnosed or optimised.

Solution

How Leadmetrics helped

Leadmetrics built an early demand engine for the marketplace, combining paid campaigns and landing pages with local discovery and content, and used audits to turn more of that demand into enquiries.

  1. Audit & Diagnosis

    • Ran website and conversion-rate-optimisation audits to find what was blocking enquiries
    • Mapped the buyer journey across materials and services
    • Identified priority demand and content opportunities

  2. Strategy & Planning

    • Built a demand strategy combining paid campaigns, content and a local presence
    • Prioritised the materials and services with the clearest buyer intent
    • Defined a conversion roadmap from the audit findings

  3. Execution

    • Ran Google Ads and landing pages to capture materials and service enquiries
    • Published content and Google Business Profile posts on materials, waterproofing and services
    • Began acting on the conversion-optimisation recommendations

  4. Monitoring & Optimization

    • Tracked enquiries and campaign performance
    • Refined the paid and content mix around the best-performing themes
    • Prioritised website fixes to lift the enquiry rate

Results

The impact delivered

  • 87 enquiries were captured for materials and services through paid campaigns and landing pages, the marketplace's first measurable demand pipeline.
  • 83 deliverables were produced, including Google Business Profile posts and content on building materials, waterproofing and services, building early local discoverability.
  • Website and conversion-rate-optimisation audits identified and prioritised the fixes needed to turn more visitors into enquiries and orders.
  • Campaigns and content spanned the platform's materials and services, establishing a repeatable paid-plus-content-plus-local motion to build on.

Takeaways

Key lessons learned

A new marketplace needs paid demand and local plus content discovery working from day one, because much of the market is still offline.

Conversion and technical audits turn spend into enquiries before budgets are scaled.

Publishing on materials and services builds the authority and discoverability a marketplace needs to grow.

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