STATICAL

The strategy was based on “problem-oriented” search. The focus was not only on general phrases (“foundation repair”) but also on symptoms of problems (“cracks in walls,” “house corner subsidence”). The primary emphasis was on professionalism, the availability of specialized equipment, and a guaranteed result—key decision-making factors in the construction industry.

Technical Semantic Core

• Queries were collected and clustered by direction: foundation reinforcement, crack repair, and wall strengthening using the Statical method.

• “Engineering” queries (for professionals) were separated from “household” queries (for private homeowners).

Campaign Structure

• Campaigns were divided by service type to ensure maximum relevance of landing pages.

• Geotargeting was set up for priority regions with active construction or aging housing stock.

Professional Advertisements

• Responsive search ads were written with an emphasis on the USP: free engineer site visits, work performed without vacating residents, and an official warranty.

• Technical terminology was utilized to confirm the company’s qualifications.

Extension Configuration

• Structured Snippets: Added with a list of object types (private houses, warehouses, cathedrals).

• Price Extensions: Configured for the estimated cost of typical works, along with phone number extensions for quick consultations.

Optimization and Filtering

• A strict negative keyword list was formed to cut off non-target queries: “interior design,” “cosmetic repair,” “construction courses,” “DIY.”

• Regular analysis of search terms was conducted to exclude informational “noise.”

Conversion Analytics

• Event transmission to GA4 was configured: quiz completions for cost estimation, clicks on messenger buttons, and direct calls.

• Remarketing was connected to remind users who studied the technology on the site about the service.