Bonfire employed a dynamic blend of search engine optimisation (SEO), content optimisation and targeted advertising. The journey began with a focus on one key service offering to provide the greatest appeal to the company’s target audience.
These early SEO efforts refined the company’s overall web presence and optimised the key service for visibility on Google. New enquiries quickly rolled in, and the decision was made to launch a performance media campaign alongside SEO to build on these initial results.
Our Google Ads and display campaigns were tasked with emphasising specific structural support services beyond the company’s core service. While part of the initial portfolio, these services hadn’t been the focal point of our campaigns but soon started showing success from commercial entities.
Within months of these campaigns launching, an unexpected trend emerged: commercial inquiries not only matched but began surpassing residential interest, signalling a lucrative opportunity for the company. Armed with this revelation, Bonfire recalibrated the campaign to target commercial audiences, steering the company from a business-to-consumer (B2C) path onto a business-to-business (B2B) trajectory.