Launch of advertising for the design and construction of water parks
This service is purely B2B, so initially, work is always built around classic offline channels.
Background
This service is purely B2B, so initially, the work is always built around classic offline channels: registering the company in specialized directories, participating in exhibitions, establishing partnerships, and working in the field. But the client was interested in launching advertising on the Internet to test this source and understand whether it could bring results. Let me say right away: people don't often search for water park construction contractors on the Internet, as the service is rare and specific. It's not like someone orders a water park every day. Nevertheless, we agreed to give it a try.
Analytics
The client already had a website, and our first task was to set up analytics correctly. We implemented a standard set of events and conversions and ensured data transfer to advertising accounts. Without this, launching advertising campaigns makes no sense, as it is impossible to evaluate their effectiveness.
Ad campaigns setup
At the client's request, we focused on Google search advertising. We initially rejected social media advertising—both us and the client—realizing that this channel was less appropriate here. In search, we decided to work as precisely as possible, using only exact match keywords. Why? Because when you type in the word “water park,” Google immediately starts suggesting a bunch of irrelevant queries, from searching for tickets and promotions to queries about existing water parks to visit. It stands to reason that most users want to go to an existing water park, not build a new one.
We collected literally five basic keywords, each of which contained the word “construction” or phrases with a similar meaning. After that, we launched the ad and started collecting statistics.
However, exact matching in Google does not work as literally as it might seem. The system selects “similar” queries, including synonyms and even phrases that it considers relevant. Therefore, we reviewed search query reports daily and manually excluded irrelevant options. The first few days were the most difficult: the queries were mixed, with a lot of untargeted traffic. But after a week or two, we managed to clean up the junk and leave only those phrases that actually brought in targeted visitors.
Surprisingly, there was demand for water park construction on the internet after all. Yes, there were few queries, but they were there. The cost per click was quite high, around $2–3, which is logical for B2B topics. In addition to construction services, the client's website also featured individual solutions: lazy rivers, children's slides, wave pools, and other attractions. We also added these areas to the ad to expand our reach.
B2B
Search
ads
Negative
keywords
Transaction
cycle
After a month, the campaigns stabilized, and we switched them to a “maximum conversions” strategy. Search query reports showed only relevant words, which allowed us to move on to the next stage. We came up with a hypothesis: Google's algorithm had already learned and understood which phrases we needed. We decided to test banner advertising, created an audience for targeting based on the keywords and queries that had previously brought conversions, and launched media campaigns.
Unfortunately, a predictable problem arose here. No matter how carefully we set up the targeting, the banners still attracted an audience that wanted to visit an existing water park, not build a new one. Even if the image on the banner was related to construction, 99% of the audience was interested in visiting. The 1% of B2B customers were simply lost. As a result, advertising began to be optimized for mass demand, and the result was skewed.
We tested different formats: both standard Demogeen and Performance Max. But both PMax and banner campaigns still went to the B2C segment. Yes, there were requests, but they were off-target: users were interested in how to buy tickets to the water park or when it would open, not in the construction of facilities. Therefore, after a month of testing, we suspended media advertising.
However, search campaigns continued to work. The transaction cycle here is, of course, very long. It would be impossible to say that we got quick results. But we did get targeted requests, and that's what matters. This is exactly the kind of case where working with search companies is justified, but media advertising is not.
Key points
The conclusion from this case for the B2B segment is obvious. Media campaigns do not always work, even if you target audiences using keywords. Search is easier to control: you decide which queries trigger your ads. Google and Facebook, on the other hand, will always try to find more clicks and conversions in media formats, and as a result, their algorithms will bring you B2C traffic that you don't need.
Therefore, in such niches, it is important to show as clearly as possible that you offer a B2B service. In ad texts, it is worth using capital letters and clear wording: “WATER PARK CONSTRUCTION,” “DESIGN FOR BUSINESS.” Visuals should reflect the construction process, not happy visitors with inflatable rings. This will make it easier for algorithms to find the right customers, rather than adapting to mass demand.
